Nissan Bets on Online Advertising
May 31st, 2006 by jhampton
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.
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.
Posted on Wednesday, May 31st, 2006 at 8:38 pm In E Commerce Secrets