Living on the forefront of the American auto industry, Ford is making a move away from major traditional broadcast advertising in favor of the digital world; primarily in the form of social media.
“Customers are spending as much time with the mobile smart phone or online as they are watching TV now, so our advertising dollars have to flow to where the people are,” Ford”s marketing chief Jim Farley said.
Farley, who is seen as a potential successor to Ford chieftain Alan Mulally, said that the Super Bowl represents a fantastic opportunity – for unknown brands. Under him, Ford has spent 25% of its media budget the last two years on digital. That figure is twice of what J.D. Power says will be the average spent on digital media in 2012.
Farley also notes the great success he had with promoting the Ford Fiesta online, and the greater exposure he had than competitors such as Honda and Toyota with their Fit and Yaris models. He also spent one tenth of what he would have otherwise spent on traditional media streams.
– By: Stephen Calogera
Source: Automotive News (Subscription Required)