What is the influence of car design for the value of a car brand? How do human beings respond to ‘beautiful’ design? And even more important: how do we messure this influence? Volvo decided to research these questions. Turns out: Car design can tangibly evoke a powerful emotional reaction in humans, particularly men. …Continue reading
In 1967, 20-year-old Herb N. walked into a car dealership in buzzing Chicago with $3200 cash clutched tightly in his sweaty hand and bought a brand new bright red Mustang. The Mustang wasn’t an especially good deal ($3200 was a lot for a car then and he had just started college), it didn’t have the best safety ratings or durability reports either, but the 1967 Mustang was the one and only car Herb could imagine owning and he simply knew no other car would do. …Continue reading
It’s quite remarkable: the average CEO lasts eight years and the average CFO lasts ten years, but the average CMO is out after two to four years. Why is Chief Marketing Officer tenure so short? Why is there such a revolving door at the most senior marketing position? …Continue reading
Optimizing the marketing infrastructure can save up to 20% of the total marketing budget and achieve an additional 15% sales increase, according to a survey conducted by MRMLOGIQ among 99 marketing professionals in 22 countries. Key steps to improving marketing efficiency are consolidating and standardizing marketing materials and automating campaign management and marketing production processes. Marketing technology often is a big help in making marketing more efficient, but as implementing software requires investments, it is important to first identify what to improve in marketing and how. …Continue reading
Snapchat is a relatively new social network. According to My Social Agency it is the virtual equivalent of attempting to read a note that’s been thrown into a furnace – it’s there and then viola – it’s not. Snapchat allows users to send photos or videos to friends, somewhat similar to Instagram. The catch is that they disappear within 1-4 seconds, never to be seen again. …Continue reading
A question that keeps marketers busy. How do you know if your branded content results in conversions? Or to put it even more simple: how do you know if the money you spend on branded content is worth it?
Part of the allure of branded content is that when people share it in social media or it’s hosted on websites, marketers aren’t paying media companies to distribute it. That sounds as a low-cost way for marketers to advertise. But a lot of money is actually put in branded content. An article of AdvertisingAge said a survey from Gartner found marketers now spend almost as much on content creation and management as they do on paid online display. …Continue reading
To reach a new audience, introduce a new car or just promote their brand, automakers are continuously busy with new ways of marketing. To show their new concept cars Jaguar is joining the Wallpaper* Handmade exhibition at Harrods in London. …Continue reading
As an automotive marketer in a brands headquarter or country organization, you know the needs, wishes and preferences of your brands customers and dearest fans. When is it the best moment to start communicating about that new promotional package or lure them into buying the new face lifted model? You know, don’t you? …Continue reading
There is one thing all luxury brands have in common: When they communicate in traditional mass media to interest new prospects for their products, the message is also received by a lot of consumers who will never be in the position to buy that product. Mass media, such as TV, offer by nature limited possibilities for very specific audience selection. The variables for selection are limited to for instance age group, sex or time slot.
That is why a luxury brand needs a different marketing communication strategy to bring in new affluent customers? Jaguar now tries a mobile one to target affluent fans. …Continue reading
In the USA Honda is losing ground to its American and European competitors according to Ad Age Daily. Honda sales are up 7% for the first six months of 2013 compared to the same period in 2012, but Cadillac was up 33% in the same time period, followed by Dodge (up 22%) and Ford (up 14%).
So, Wieden + Kennedy London was called in to create a two-minute YouTube video called “Hands”. And it did go viral… …Continue reading
Learning 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!
Vitas Kersbergen – Sales & Marketing GreenSeat
1. What did you do before?
In my previous function at Climate Neutral Group I was Carbon Advisor. I assisted organisations like ANWB and Asito to become climate neutral or offer climate neutral products and services. …Continue Reading
Our article “Smartphone will take over online advertising” shows that the Northern European countries have the highest smartphone penetration. Therefore, it is logical to state that reallocating some of your marketing budget to mobile advertising in these areas would not be such a bad idea. Because whatever statistic you consult, mobile is growing. However….. …Continue reading
Autonomous or robotic cars is the newest buzz in the automotive industry. It all started some three years ago when Google sponsored the self-driving car research program by Stanford University. The project created a lot of publicity. The video of Steve Mahan, a citizen with a 95% reduced eye sight, behind the wheel of an autonomous driving Toyota Prius, generated some 4,4 million views on Youtube. …Continue reading
De media spendings in the automotive sector have risen by 18% in the Netherlands in 2011 compared to 2010. The increase was caused by Renault (+51%), Volkswagen (+40%), Kia (+43%), Peugeot (+20%), Nissan (+57%) and Citroen (+25,7%). Peugeot was the biggest advertiser with 31,4 million, followed by Renault, Opel and Ford. Online bannering is a popular medium amongst car advertisers. According to a new tool by Adfact the campaigns of VW, Skoda, Ford, Kia and BMW are the most visible.
Full article in Dutch on http://www.adformatie.nl/nieuws/bericht/bestedingen-autoreclames-18-toegenomen-in-2011