GM and Digital Marketing - Session 1
Frank Trivieri of GM kicked the day off Thursday with a description of the way a big car company is embracing digital marketing, using their spend in smarter ways through targeted and measurable digital marketing.
Broadcast spend at GM has been reduced by 20% percent over last 5 years while digital has seen a 200% increase. Trivieri says they have hit a home runs by innovating and integrating messages, with examples like the Pontiac car functionality embedded into banner ads with the ability to email prospects the car they designed. They are not abandoning old media, but complimenting it.
Examples of using Google in interesting ways and the use of interactive/video billboards in video games and online/console Sports games. He cited johhny.ca as an example of how the Chevy brand reached out to the youth market. Even gave an example of videos via Blackberry brought to you Cadillac.
He spoke about email customer relationship program and a program that integrates OnStar. Yes, your car is now emailing you too. I’ll be really scared when my car logs into MSN Messenger and sends me emoticons to let me know I was a bad boy for speeding.
He closed by saying GM does not have all the answers in this space, digital is not simple – but they are learning and trying.
