Thursday, November 21, 2013 by
On Wednesday, November 13, the Automotive Professional Society
(APS) of New Jersey, along with the Society of
, held their Fall Networking Event. It was a
moment for those automotive professionals in New Jersey to come
together and explore a common issue in a friendly, non-competitive
manner. The focus of this APS meeting was to explore the concept of
experiential marketing. What are best practices for engaging
customers or prospects using these tactics? Can the automotive...
Tuesday, November 19, 2013 by
I attended the 43rd edition of the Miami International Auto Show at
the Miami Beach Convention Center. This is truly regarded as the
official kick off for auto show season. Miami's show is sponsored
by the South Florida Automotive Dealers Association, which boasts
over 175 dealers. My experience began with a media launch party on
November 7th at the well-appointed Raleigh hotel on Collins Avenue.
This event boasted many local dealers, product specialists, show
event planners, members of the...
Friday, May 18, 2012 by
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.
Tuesday, May 8, 2012 by
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
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...
Tuesday, March 20, 2012 by
Last month, I had the opportunity to speak at the Digital Market
Strategies Conference, an event hosted by First Class
. 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
Monday, March 19, 2012 by
Everyone's favorite social network, Facebook, is looking to
diversify revenue streams. As Facebook has been more recently known
to do, they're trying to be prudent around their strategy by
assessing the amount of ads they can serve and limit user
dissonance. It's a difficult balance because Facebook has never
served mobile ads, until recently. Also, according to the Vancouver Sun
, customers aren't particularly
keen to mobile advertising messages on their social networks.
Serving ads into this...R...
Thursday, February 16, 2012 by
According to my friends at Auto Week
(@AutoweekUSA on Twitter), Honda
is working with Google, the City of Torrance, CA and Stanford
University to conduct tests on a fleet of Honda Fit EVs. In what is
being dubbed the "Honda Electric Vehicle Demonstration Program," it
sounds as if the goal is to conduct research to understand the
challenges and opportunities associated with advancing the Electric
Vehicle market. (Image source: Auto Week.) In a recent blog post
The Road is a Vehicle Charger
Tuesday, February 14, 2012 by
Have you heard of the next new social media phenomenon, Pinterest?
No? Well that's why I'm here, to keep you updated on the latest,
greatest and potentially profitable ideas in social media.
is a two-year old social
media site, still in beta, that allows users to find things
(pictures, videos, infographics, etc) on the web that they like and
pin them to their own page, which contains boards that they can
name. Usually these boards center around hobbies or aspirational
Thursday, February 2, 2012 by
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...
Monday, January 30, 2012 by
There is no denying the fact that the internet has changed the
shopping process for consumers as they're influenced by online
search, display advertising, social media and online reviews to
more easily make buying decisions about the brands, companies and
products they want to purchase. This has always been the case in
the automotive world; people often went to the library to pick up
an issue of Consumer Reports to check out what kind of car they
should buy before schlepping to multiple...Read...
Friday, December 9, 2011 by
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
Usually I hate to say I told you so, but if
you haven't been heeding the contents of this blog then, "I told
Friday, December 2, 2011 by
is reporting that Ford will launch the 2013 Escape -
which was lauded for itsnew design at the 2011 LA Auto Show -
with yet another social media campaign. This one follows the
road-trip soul of the Focus Rally, but throws a twist on it. Dubbed
'Escape Routes,' this campaign will feature six two-person teams
that compete from city-to-city by driving around for clues,
figuring out mental/active challenges and flexing their social
media interaction prowess. Next spring, these teams...
Tuesday, November 29, 2011 by
Social Media is the place to be for any business these days. It
provides a direct engagement channel with the consumer that was
never possible. Companies are trying hard to attract more and more
people to 'Like' their pages. On the other hand, it has also
empowered the consumer to have a direct say and play a vital role
in shaping the future of a company and their products. A recent
Ipsos report states that 60% of all Canadians are online and half
of Canadians are registered on social...
Monday, November 14, 2011 by
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...
Tuesday, November 8, 2011 by
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...
Thursday, October 20, 2011 by
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...
Wednesday, October 19, 2011 by
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...
Monday, October 17, 2011 by
Are the Chevy Volt and the Nissan LEAF successful in the
marketplace? This year (January-August, 2011), about 3,400 Volts
have been registered while the LEAF has sold about 5,300 in the
same period. Interestingly, about 94% of LEAF registrations are
retail sales compared to 79% for the Volt. Each of these vehicles
represent a small fraction of the total brand sales, but it was
expected they would at least start out as low-volume vehicles. The
true value of these launches is the buzz, the...Read...
Friday, October 7, 2011 by
We were all saddened by the news of Steve Jobs' passing earlier
this week. There is no denying the tremendous positive influence he
had on the technology and products we use every day. There are many
moving tributes to Mr. Jobs in the social media, and I would
encourage you to take some time to explore them.But for now, I'd
like to share something about Steve Jobs that you might not
know. It's about his car. Since automotive marketing is what
we do here at Polk, I thought it was a relevant...Read...
Wednesday, September 28, 2011 by
Throughout September, I had the privilege to lead Day 2 of the Polk
Automotive Connections Summit 2011, titled, "Connecting Brands and
Audiences across Multiple Channels." The conference was well
attended and so far, feedback has been very positive. Despite the
diverse audience in three different locations (Long Beach, CA,
Southfield, MI and Park Ridge, NJ), I observed several recurring
themes about the challenges we are facing in today's automotive
digital marketing landscape.
- Technology is...