Digital Marketing

Five Car Brands that Excelled in 2013 and Why

U.S. car dealers delivered 15,600,199 new cars and light trucks in 2013, up 8% from 2012. This is the fourth consecutive year-over-year increase and follows three years of double-digit growth from 2010 through 2012 as the industry climbed out of the 2009-10 recession. Of the 38 makes now on the market, 29 enjoyed year-over-year increases in 2013, eight saw declines and one (Tesla) could not be compared to 2012 since it had no sales at all last year. The five makes with the largest increases... Re...
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Smaller Powertrains Drive Jaguar Forward

After two lackluster years, Jaguar is now thriving in the U.S. In both 2011 and 2012, Jaguar suffered registration declines even though the industry recorded double-digit growth. But this year, Jaguar's registrations have jumped 25% through August when compared to a year ago. This is the fourth highest year-over-year gain among all makes (with 1,000 or more registrations) that were also on the market for all of 2012, after Porsche, Cadillac and Subaru. Jaguar's gain is almost three times the...Re...
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Ford and GM Showing Market Share Gains in Early 2013

Ford and GM are now solidly profitable and Ford's credit rating has moved out of the junk category, but the U.S. market shares for both companies declined significantly in 2012. Whether share is calculated by looking at the first two months of this year versus the same time period a year ago or versus all of last year, the results are the same. While these trends are discouraging in and of themselves, they are particularly concerning right now because the European operations of both companies...R...
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The "Disconnect" Between the U.S. Economy and the U.S. New Vehicle Market

We hear all the time about the troubled U.S. economy. If it isn’t high unemployment, it's the sluggish GDP or a decline in manufacturing or something else. But, there is also frequent mention in the media about the positive trends in the car business. Car and light truck sales are up, the manufacturers are turning in hefty – sometimes record – profits and even adding jobs to keep up with strong demand. There seems to be a disconnect here. How could the car business be doing so well while the...Re...
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Asian Automotive Advertising Excellence Celebrated at 3AF Marketing Summit

The Venetian Resort in Las Vegas served as host to the 3AF (Asian American Advertising Federation) The 2012 Annual Asian Marketing Summit on May 16-17. The goal of the annual summit was to share marketing best practices and celebrate the leaders in Asian marketing. With Asian Americans representing one out of every 20 new vehicles purchased in the U.S., it's easy to see why automotive market leaders including Toyota, Honda and Nissan were well represented at the conference.
  • Nissan-Admerasia...
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Facebook & Cars

Facebook has a big day today. I imagine many employees will thoroughly enjoy their happy hour after they leave their offices in Menlo Park and other locations. Mark Zuckerberg...he's going to certainly relish his ringing of the NASDAQ bell in New York. Third largest IPO many analysts say. Crazy. Auto folks - you're watching, right? Of course you are. New media has been emerging and in the eyes of the business community, and consumer sector, Facebook appears to have something to offer. Debate... R...
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Digital Video: Television's Friend or Foe?

Digital video is, to put it mildly, a very hot topic in the online and mobile advertising industry. Recently, moves by digital video companies have placed them in direct competition with television. Let me explain. Companies like Hulu and Netflix have created a model to view content previously reserved for larger screens, be they television or theater. YouTube, the largest video viewing service, recently broke their service into channels with original content. Two different models, both...
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The Three Benefits of Digital Video and TV

Everyone wants to figure out what effect the digital landscape is going to have on the mammoth $70B television advertising spend that occurs yearly. Already, we've seen display advertising video ad nets, like Videology, TubeMogul and Adap.TV begin to buy remnant inventory through the Real-Time Bidding (RTB) process, out of exchanges and Demand Side Platforms (DSPs). While each of their business models is different, this is a drop in the bucket compared to the total television/video inventory...Re...
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Responsibility and Accountability: Automotive Dealer Loyalty

Last month, I had the opportunity to speak at the Digital Market Strategies Conference, an event hosted by First Class Educators. If you are focused on the retail side of the automotive industry and haven’t attended an event hosted by First Class Educators, I highly recommend it. The staff, venue and speakers are top notch. I co-presented during the afternoon keynote address with Matt Murray from Dealer.com. Our session focused on the impact of social media on initial vehicle purchase and... Read...
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OMMA Metrics Research and Data

Last week, I attended Online Marketing and Media Association's (OMMA) two-day Metrics &Research and Data events. The conversations around data and metrics were extremely high level, which is counter-thetical to the typical rhetoric at big conferences. Often, speakers and panels dance the platitude shuffle and never say anything really controversial. This particular set of conferences was completely different.  The first day consisted of the Metrics and Research portion of OMMA's content....
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Super Bowl Automotive Ad-ness

The Super Bowl always garners gaudy numbers for their ad campaigns. Now, we're getting prequel ad hype by some automotive brands, intending to move customers' attention from digital video to the large screen with teasers and themed commercials. They're utilizing their own properties and YouTube to increase "watches" and subsequent anticipation of their ad campaigns. It seems to be paying off for Acura, with this ad boasting guest spots from Jerry Seinfeld and and Jay Leno competing to be...Read...
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Marketing Technology Winners and Losers at the North American International Auto Show

I noticed much more enthusiasm at the industry preview and press week, which was held during the North American International Auto Show. I went to multiple events where forced optimism from the previous couple of years was replaced with genuine excitement and positivity. On Thursday, January 12, I finally walked the show floor. The cars look great this year, but that isn't why I went. I had a subversive motive for walking the floor this year. I wanted to see how each OEM ranked in their NAIAS...R...
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The Three Ways Analytics and Data can Drive Online Ad Spend in 2012

For online display advertising of all types, 2011 was a banner (no pun intended) year. This segment (which includes rich media, banner ads, online video and sponsorship) was expected to grow to 37% of the market, according to the Internet Advertising Bureau's mid year Internet Advertising Revenue Report. Then in Q3, the industry saw a spike of 22% overall. So, online advertising is strong. Consumers are taking advantage of the interactive media access points that are availed to them through...Rea...
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Connectivity in Cars, the Next Great Platform

Once again, we're coming up on the end of the year - that time between Thanksgiving and New Year Year's Eve when everyone seems to be making their predictions about what's going to be hot or next in the coming year. Digital marketers are no different and one of my favorite publications, Mashable, has released a video of '5 Key Digital Media and Advertising Trends for 2012.'  Usually I hate to say I told you so, but if you haven't been heeding the contents of this blog then, "I told you so,...
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Google+ Business Pages & Why the Automotive Industry Should Care

Hopefully you've heard, if you're a marketer or manager of any brand, that Google+ just launched business pages. Originally, pages were sent out to beta testers who sent invites to friends and business associates to allow the Google branded social network to grow organically.There were NO businesses allowed, from the inception. A few months and about 20 million personal page signups later, Google opened up Google+ to businesses, and the digital marketing world couldn't be more abuzz with...Read...
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De-Mystifying Online Audience Data

Audience data has become increasingly important in digital marketing, including online display, video, mobile and social media. Data allows advertisers, agencies and web publishers to optimize ad delivery, evaluate campaign results, improve site selection and retarget ads to other sites. Data also enhances the value of media to marketers by delivering their advertising message to better-qualified prospects.With the growing reliance on audience data for online advertising, many questions are...Rea...
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TV Advertising Enters the Age of Databases

Last week, I had the pleasure of participating in an automotive panel at Rentrak's 4th Annual Industry Insights Forum in New York. Their audience – mostly senior TV network and affiliate executives, agency media planners, analytics and data providers – agreed that TV is becoming more metrics-rich than ever before, which is good news for a mature, entrenched advertising ecosystem that finds itself in the throes of disruptive technology.The concept of "best available screen" is changing the...
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The Year of Video: Online Advertising's Next 'Big' Thing

After doing a month and a half North American tour of just about every imaginable entity within the digital advertising ecosystem, from mobile advertisers to social media agencies and industry conferences, I have come up with this conclusion. Every year since 2006 has been "the year of mobile," but 2012 will be the "year of video." The idea that storytelling is the most important marketing trait since message clarity; mixed with higher engagement and consumer immersion; with a touch of...Read...
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Family Sedan Market Heats Up

If you are in the market for a family vehicle or will be in the near future, and you don't necessarily need the functionality of a crossover or minivan, you may want to take a look at the family sedans now available or coming to your local dealer. During the next six months, there will be a lot of product activity in this category, and those family sedans not being redesigned remain crucial to their respective makes.Three redesigned midsize family cars are either being launched now or will be...
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The Mystery of Steve Jobs' Plateless Car...solved (maybe)

My post last Friday, "The Mystery of Steve Jobs' Plateless Car," got a lot of attention in the blogosphere. There were several intriguing comments, a few questions and even some answers that came to light from this conversation, which I thought were worth sharing.One thing that struck me based on the comments was a perception about who was looking into Steve Jobs car. Just to clarify, Polk did not run any type of look-up about Mr. Jobs or his car from our data sources. The story I told is...
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