Wed 31 May 2006
eCommerce Advice From a Top Automaker
The VP of Marketing for Nissan explained why Nissan is banking heavily on online advertising. She suggests that other auto industry execs should take heed and follow their e commerce example.
Speaking at the Automotive News Marketing Seminar in Los Angeles, Ms. Thompson said Nissan has extended its relationships with Yahoo, MSN and Google, which "we now recognize as networks in their own rights, able to deliver audiences comparable to prime time."
It’s a recognition lost on most of the auto industry, she said, and the reason why automakers account for 25%, or $17 billion, of the nation’s annual advertising spending. Auto marketing outlays skyrocketed over the past two decades because automakers "were having a hard time figuring out the right way to send the right message to the right person at the right time." So the industry drove the safe route by using a combination of carpet bombing and adding incremental spending for new-media tactics.
It’s a recognition lost on most of the auto industry, she said, and the reason why automakers account for 25%, or $17 billion, of the nation’s annual advertising spending. Auto marketing outlays skyrocketed over the past two decades because automakers "were having a hard time figuring out the right way to send the right message to the right person at the right time." So the industry drove the safe route by using a combination of carpet bombing and adding incremental spending for new-media tactics.
Nissan’s VP stated that due to the excessive number crunching, they will continue their effective marketing strategy. In fact, she explained that Nissan is one of the few car companies that are reaching people right where they are: online.
See Also
- e Commerce Mentor
A wealth coach can start you on the road to wealth in e Commerce
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