Many media companies have noticed the shift to digital advertising on the part of auto manufacturers. A quick review of GM’s plans shows exactly how crucial online marketing has become. A recent Advertising Age article points out:
- By 2011, 50% of GM’s ad budget, or $1.5 billion will be spent on either online or one-to-one marketing
- The nearly $200 million the firm spent online in 2007 went to search, gaming and mobile marketing applications
- Regional dealers will be moving part of their TV spot budgets to online.
In general, auto industry advertising has developed a ‘pattern’. Manufacturers spend product launch budgets on TV and print while more detailed marketing and efforts to initiate, and occasionally finalize, sales transactions, occurs online. As your agency prepares to pitch clients in the auto industry, be sure to demonstrate your expertise in crafting multiple types of campaigns.
Source: Advertising Age