Are you short on marketing budget this year?

Take five minutes to learn how effective budget management can result in 10% more budget. CMO celebrating finding exta budget

First of all, rest assured: You are not the only one. Every now and then all marketers have to deal with some sort of budget shortages. And even if you do not have a budget deficit, you have probably given it some thought. What if I had more resources, what would I do?
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If your marketing materials end up in the wrong hands… Or: how to prevent every marketer’s nightmare.

Read for five minutes and decide whether a Digital Asset Management Stack is useful for your marketing team – if only to prevent that the wrong marketing materials are distributed by, well, just about anyone.

The marketing profession is constantly changing. This is episode 6 in a series of articles about Marketing Technology or MarTech. What is it? What does it mean for managing marketing materials?  Continue reading

Marketing Technology – outsourcing your MarTech stack

Read five minutes and you know the pros and cons.

Pros and cons of outsourcing MarTechThe marketing profession is changing constantly. This is episode 5 in a series about MarTech (short for Marketing Technology). In the previous articles we looked at: What is MarTech exactly? What can you do with it? And how can you ensure that your technology functions properly? As a marketing team, you can no longer do without MarTech. In addition to creativity and project planning, marketing now has a third component: technology. The digital tools that marketers use do not stand alone; a set of digital tools to plan and run marketing programs as effectively and efficiently as possible in different channels is called a marketing stack. In my previous post we saw that for a medium-sized marketing team of 10-30 employees, outsourcing the development and continuous improvement of your marketing stack can be a real advantage. The motto here: “Let marketers be marketers again”. But what are the real advantages and disadvantages of outsourcing? Continue reading

Marketing Technology – Let marketers be marketers again.

Who is responsible for marketing technology in your team?

marketers having fun working togetherThe marketing profession is constantly changing. This is part 4 in a series of articles about Marketing Technology, also abbreviated to MarTech. In the previous articles, we looked at what a MarTech stack is and whether there is any value in it for a marketing department. This time we take it a little further:

Congratulations! You as a marketing director or manager have made the decision. You and your team want to get started with a MarTech stack. Or better, you’re going to ‘stack’. But who is going to do it? The whole team, you, a single employee? Or are other solutions possible? Continue reading

I have found this fresh and fabulous marketing tool! Can I use your credit card?

Or how you, a marketing director, can end up in a marketing technology jungle.

buying subcription based tools online

The marketing profession is constantly changing. This is the third article in a series about Marketing Technology, MarTech, in short. What is it? What does it mean? In the previous post we looked at what a MarTech stack is and what it can do for a marketing department.
The answer to that was that every marketing team uses a range of digital solutions to a greater or lesser extent. For example, e-mail, social media management tools and a content management system. We also looked at marketing technology stacks. The great advantage of a stack starts with viewing a set of tools as an ecosystem, instead of loose sand, making them work together better and making them work well together. Continue reading

How to create a top-notch Digital Marketing Platform?

Visiting car dealership. Handsome bearded man is stroking his new car and smilingDo you really need a marketing software platform such as Adobe, Marketo, Oracle or Salesforce? Or are there better solutions? Read this article and find out within five minutes.

The art of marketing is continuously evolving. In the coming weeks I will present you a series of articles about Marketing Technology or in short MarTech. What is it? What does it do? And what do I have to do with it?

The last week we explained What every marketer should know about Marketing Stacks but doesn’t dare to ask (link to the previous post). Now that you know how the new marketing technology landscape will put you in the driver seat, let’s zoom in. How do you build a top-notch Digital Marketing Platform? Continue reading

New technology, new means of transportation: eROCKIT

Girl riding eRockit electric bikeFor decades the shape of cars and bikes was influenced by the requirements set by fossil fuel engine technology. A petrol car requires cool air to reduce the engine heat. It triggered designers to create air intakes in the front of cars which became a vital tangible of the image of most brands. The fuel tank between the steering bar and the seat of a motor bike is what creates the ‘gestalt’ of a bike. The power and performance of a sports car is endorsed by the number, shape and size of its exhausts. All these examples loose their relevancy when the power plant is for instance electric.

New engine technology, whether it is electric with batteries, fuel cell or electric with a range extender offers new possibilities in design. The Toyota i-road, Renault Twizy or the Nissan Blade Glider are just examples of revolutionary designs with electric propulsion. The impact of electric power systems on designs of means of transportation is not limited to cars. Above is an example from the bike industry of a new type of vehicle which is a bicycle or a motor bike. Which is it? You decide after you  Continue reading

Preview to the 84th Geneva Motor Show

Geneva Motor Show 2013If there would be a spring in the automotive industry, now would be that time of the year again. In the beginning of March some 10.000 media representatives and automotive executives gather in Europe for the Geneva International Motor Show. On March 6th the 84th edition of the show will open its doors to the public. There is no better place to find out what kind of new developments the motor industry has in stock for the coming years than by visiting one of the Top 5 international automobile exhibitions in the world. Continue reading

Online video: What’s next ?

online video futureThe usage of online video for marketing purposes is rising and media companies and advertisers are enthusiastic about it. According to a December 2013 study by Forrester Consulting, the majority of publishers predicting higher CPMs for the future. Advertisers, agencies, and media companies differ on the benefits of online  video and exactly how the medium will evolve over the next few years. Will the shift to streaming video continue ? Continue reading

Must watch ad: Cadillac ELR for Hard Workers


This is definitely not the average car commercial. General Motors “left their comfort zone” and questions the hard working life. What?! Well, not really. As Inside EV’s states, this ad could almost be the anthem to the hard working American. The goal is clear: work hard and you can afford a Cadillac ELR. But the questions that arises as well are “Is it worth it?” and “Why do we work so hard?” Continue reading

Facebook, is it over?

facebookWell, if Obama said it…

Robinson Meyer sat down at a Café and heard Obama saying: “It seems like they don’t use Facebook anymore.” The president  of the United States dropped this line while he met with five millenials to discuss how to get more 18-34 year-olds to sign up for the coverage under the Affordable Care Act.

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Partnership of the day: Muppets drive Toyota

Toyota MuppetsJoint promotions in the automotive industry occur on regular basis, but some collaborations still surprise. This time we were suprised by Toyota. The car brand decided to co-operate with Disney’s Muppets to make a fun commercial. The spot, starring Terry Crews and entitled “Joyride,” will make its broadcast debut during Super Bowl XLVIII on Sunday, February 2. Continue reading

Project Management: Six Sigma, PRINCE or Agile?

KICX7217Do you want to improve your marketing operations and define your focus in any project? If your answer is “Yes!”, what kind of methodology do you have to implement? Six Sigma, PRINCE or the relatively new Agile?

Here is a brief overview with the characteristics and pros and cons of each: Continue reading

Your target audience not on social media? Doesn’t matter!

Social MediaThe question whether to use or not to use social media for marketing purposes could  be based on the question “what if my consumers aren’t on social media?”

In his article ‘Youthification. It’s a Word Now.’ Gary Vaynerchuk states that his knee-jerk’s reaction to this question is “Then you shouldn’t be there.” But he continues that it’s more likely that you’re just wrong. He explaines that your target audience doesn’t have to be directly influenced by marketing on social media: indirect influence is still influence. …Continue reading

Mariska Hustings – My Point of View

My Point of ViewLearning from others is a way to improve your own business. Different points of view from different marketers can inspire you to become an even better marketer. Therefore, Marketing in Automotive brings you short interviews with marketers from varied branches. In what kind of business are they involved? What inspires them? And what kind of focus do they use in their marketing? Take a look, read and get inspired!

Mariska Hustings – Marketing Manager at AutoScout24

1. What did you do before?
Before AutoScout24, I was Manager Marketing & Communication at A.R.M. Autoleasing at that time part of Kroymans Corporation. …Continue reading