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Ellinghaus: Cadillac Is a Luxury Brand That Happens to Make Cars

Ellinghaus: Cadillac Is a Luxury Brand That Happens to Make Cars | Automotive Marketing | Scoop.it
cadillac marketing chief uwe ellinghaus talks about the move to new york, name changes, agency relationship and the need to project confidence.
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Cadillac will be completely reinventing their image in the coming months. The marketing director has interesting ideas on how the brand will be positioned. I like the direction that the brand is going, and it will be interesting to see how the market reacts.

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Cadillac is running in circles: Is it a luxury brand or a car company or…?

Cadillac is running in circles: Is it a luxury brand or a car company or…? | Automotive Marketing | Scoop.it
Like a football team caught in the midst of rebuilding with a squad of aging veterans and untested rookies, Cadillac is vulnerable and loyalists are starting to lose patience.
Matt Gallagher's insight:

This article discusses the negative side of Cadillac recent re-branding initiative. Many argue that they are getting away from their roots and the original Cadillac brand identity.Cadillac has tried re-branding themselves in the past and haven't been very successful; they always seem to be viewed as the classic, upper-class car maker that has been around for years. However, since Cadillac is already viewed as a higher class car-maker, I believe that their efforts can be successful this time because being viewed as a luxury car maker wont require them to completely reinvent their brand from their current upper-class image. However, I believe this will take cooperation from both production and marketing standpoints. In order for the marketing efforts to work, the cars they produce in the coming years will need to be able to compete with their competitors in the luxury market.

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Study: Twitter Marketing Drives $716 Million in Car Sales | Digital - Advertising Age

Matt Gallagher's insight:

Another example of how Automakers are making the switch to digital advertising. This article outlines how personalized ads in twitter feeds are driving sales. Also, it discusses how automakers are using traditional and online mediums together in joint-medium campaigns. I think that doing this adds more customer engagement and involvement to the advertisements by displaying the original ad then following it up with an online ad.

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Social-Media Marketing: Why Facebook Isn't Screwed in Auto | DigitalNext - Advertising Age

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I agree with the author of this article. I don't think Facebook is an ineffective medium for automakers. However, they need to publish engaging content that users will take the time to view and share. Also, I believe that Facebook use by automotive companies needs to take place at the local level. Purchasing a car is a long, drawn-out process that involves visiting local dealerships. It would be wise for automakers to promote their local dealers to potential customers so that the advertisement is a little more personalized.

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A New Approach To Automotive Marketing

A New Approach To Automotive Marketing | Automotive Marketing | Scoop.it
"Always on" means creating and sustaining deeply engaging masterbrand and car cluster communications platforms content all the time and developing ongoing stories across advertising, PR, digital,
sponsorships, partnerships, and social that are enjoyable to follow.
Matt Gallagher's insight:

This article discusses a different method of marketing, not centered around drawing interest for new products. It discusses constantly building the brand itself and strengthening its reputation; opposed to launching campaigns when releasing new products. I agree with the method discussed. It seems like a good way to build brand recognition and recall, which could help a company stay in a consumers consideration set when they are ready for a new vehicle.

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Ellinghaus: Cadillac Is a Luxury Brand That Happens to Make Cars

Ellinghaus: Cadillac Is a Luxury Brand That Happens to Make Cars | Automotive Marketing | Scoop.it
cadillac marketing chief uwe ellinghaus talks about the move to new york, name changes, agency relationship and the need to project confidence.
Matt Gallagher's insight:

Cadillac will be completely reinventing their image in the coming months. The marketing director has interesting ideas on how the brand will be positioned. I like the direction that the brand is going, and it will be interesting to see how the market reacts.

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Nissan's CMO Explains How Digital Is Changing the Future of Car Advertising

Nissan's CMO Explains How Digital Is Changing the Future of Car Advertising | Automotive Marketing | Scoop.it
Nissan's CMO Roel de Vries is bullish on digital, and for good reason—80 to 90 percent of the car-buying experience now starts online. Car shoppers already know exactly what model they want before they step foot into a dealership, he says.
Matt Gallagher's insight:

This discusses how the digital age is changing the ways companies are getting their product in front of the consumers and how they have to change advertising and sales tactics to adjust to the new, well-informed customer.

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Automotive Advertising for Dealerships Using Programmatic Advertising and Layered Data

Automotive Advertising for Dealerships Using Programmatic Advertising and Layered Data | Automotive Marketing | Scoop.it
Understanding programmatic advertising, layered data and online advertising solutions for automotive dealerships.
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This article outlines one of the new ways dealers are advertising consumers so that they are actually reaching potential customers. This method targets those with genuine interest in purchasing a car.

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The Future of Auto Marketing Could Be a Little Creepy

The Future of Auto Marketing Could Be a Little Creepy | Automotive Marketing | Scoop.it
If the automotive industry can be seen as a bellwether for digital marketing, get ready for some seriously precise targeting that straddles the line between powerfully scientific and creepily intrusive. During a lively presentation at the J.D.
Matt Gallagher's insight:

Advertising that delivers advertisements based on your precise physical movements seems aggressive and invasive. It almost boarders on privacy invasion and it could lead to issues with consumers in the future. This leads me to believe that obtaining this information could be more trouble than its worth.

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Half Of Automotive Advertising To Shift To Digital

Half Of Automotive Advertising To Shift To Digital | Automotive Marketing | Scoop.it
For decades, car and truck ads have swollen newspapers, screamed from radio stations and transformed local car dealers into TV celebrities. If any single ad category were responsible for reshaping
the face of local media, it would be automotive, says the 2014-2015 Automotive Advertising Outlook from Borrell.
Matt Gallagher's insight:

This seems like a good thing for large automakers. In my opinion, this switch to digital helps them spend their advertising dollars more effectively by eliminating wasted ad coverage. Digital ads give them the chance to target actual potential customers, and tailor ads directly to them. Before people visit local dealers today, it seems that more people are using the internet to gather info, browse dealer inventories, and even make their final purchases. By making the switch to digital, auto companies can place their brand directly in front of an interested, potential customer while they are doing these activities. This creates a major benefit as it should help with brand recall while customers are searching for info online.

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Volkswagen Sits Out Super Bowl for First Time in Five Years as Auto Bowl Fades

Volkswagen Sits Out Super Bowl for First Time in Five Years as Auto Bowl Fades | Automotive Marketing | Scoop.it
volkswagen will sit out of the super bowl after five consecutive years of buying commercial time in the big game.
Matt Gallagher's insight:

For years, Super Bowl ads have been dominated by automakers. It seems as though this is starting to change and they're starting to find new advertising mediums.

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Mazda Teams Up With Xbox, Forza For 2016 MX-5 Miata Livery Competition

Mazda Teams Up With Xbox, Forza For 2016 MX-5 Miata Livery Competition | Automotive Marketing | Scoop.it
The 2016 Mazda MX-5 Miata is nearly here, in the real world, but soon it'll be adding to the fanfare of its launch with a special role in the virtual world of Forza Horizon 2. MUST SEE: Ferrari FXXK Priced From $2.7 Million, Already Sold Out Mazda, Forza, and Xbox want players to design a livery...
Matt Gallagher's insight:

This is a pretty interesting way to spread the word about a new sports car release. Mazda is teaming up with Xbox and reaching out directly to target customers by promoting the upcoming car in a video game. Since this game is so popular, I think this is an excellent idea because everyone who comes into contact with this promotional contest is a potential customer who would have some interest in this product.

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Those Who Keep Cars Longer Are Less Brand-Loyal

Those Who Keep Cars Longer Are Less Brand-Loyal | Automotive Marketing | Scoop.it
The longer you keep your car, the less likely you are to replace it with another model from the same brand. There may be plenty of brand-and-model exceptions, but that’s what a new analysis from Experian Automotive finds across the vehicle market—and it definitely upends some inferences...
Matt Gallagher's insight:

This is an interesting relationship between car ownership duration and brand loyalty. It would seem more likely that long term ownership would indicate higher brand loyalty.

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Study Finds Mercedes Advertising Outperforms Competitors Across the Board

Study Finds Mercedes Advertising Outperforms Competitors Across the Board | Automotive Marketing | Scoop.it
Over the past few months, Mercedes' digital team has nimbly worked a number of social platforms to build brand awareness.
Matt Gallagher's insight:

Mercedes ad strategy has placed them at the top of the luxury market and they have the highest brand recall in the market

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