What should Automakers do?

Fri 30 January 2009 13:02, Nuno Hipólito

What should Automakers do?

With a deep economic crisis upon us, where should automakers put their advertising euros?

The automotive industry is in a deep crisis, with factories stopping production all over Europe. A recession is a very scary thing if you produce expensive manufactured goods, we all know that. 

And the first thing (or among the first) that happens in a crisis is an almost primordial need to cut costs. People get fired, companies die or get restrutured, expenses are cut to the bare minimum...

So automakers should ask themselves:

Is it worth it to have 60% of my bugdet on TV ads during a recession?

In my opinion no. A recession is a perfect time to consider the Internet as the main medium for your marketing campaigns. But you should invest in smart social media campaigns, and not flashy, unusuble, annoying Flash sites!

Turn your resources into media advantages: videos, personal experiences, test drives, offline material that can be scanned or promoted online, etc, etc, etc... it is really a question of substituting your TV euros with Internet smarts. And do a lot more, with much less money.

According to Forrester, GM is shifting half of its $3 billion marketing budget into digital in the next three years. What are your auto clients doing?

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Comments (3)


    • Bas van den Beld

    you're absolutly right Nuno! But I'm afraid they will be to afraid to turn to new ways. Maybe if they see successful cases. Do you know of one?

    Vr 30 jan 2009, 13:32

  • We're trying here in Portugal. I'll tell you, as soon as I can :)

    Di 3 feb 2009, 09:45

  • Nuno
    Sou um marketer e profissional de SEM "portunhol" que ja vive em Londres ha alguns anos...

    Gostaria de trocar algumas impressoes consigo em relacao ao mercado de search Iberico, acha que e possivel?

    Obrigado pela atencao

    Miguel de la Rocha

    Zo 24 jan 2010, 23:25


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