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Social media is a major part of Ford's continued evolution in digital and in many cases features some of its most groundbreaking work.
Ford was the first automobile manufacturer to reveal a vehicle on Facebook, it was the first brand on Google+ and it runs perhaps one of the most uniquely enjoyable and surprising Vine accounts.
Last month I wrote about why Ford's social media strategy is so good, in which I discussed Ford's various social channels and how it expertly tailors its output and connects to each channel’s audience with the right content and tone of voice.
At the helm of this strategy is Scott Monty, Ford's global digital & multimedia communications manager. Within just a few years Scott has transformed the 110 year old car manufacturer into one of the most successful brands in digital and social.
I recently had the opportunity to interview Scott Monty for the blog and he had the following to say about Ford's social media strategy, the challenges the company faces and Ford's overall digital transformation.
More US digital marketing statistics for you this week.
Highlights include a user milestone for LinkedIn, the changing revenues of US newspapers and consumer attitudes towards digital advertising in automotive. And lots more, of course.
Enjoy, and make sure you take a look at the Econsultancy Internet Statistics Compendium for more stats.
How does a 110 year old car manufacturer, the fifth largest in the world, remain relevant, engaging and remotely approachable in the digital age?
It seems like a fiction, but the venerable American corporation does some excellent work on many different social media channels, tailoring its output and connecting to each channel’s audience with the right content and tone of voice.
I’m writing this as someone who doesn’t have a particular interest in cars, either from a practical or aesthetic point of view.
However, as someone with a definite interest in great content, over the past few months Ford has definitely piqued my curiosity. Particularly when it comes to social video.
The Chinese market is massive and whilst American and European brands are actively pursuing it, Chinese companies are also actively courting this interest.
In this post, I’ll give some examples of brands that have moved into China, selling directly online. I’ll also detail moves from Chinese companies such as Alibaba, which is encouraging US retailers to sell into the country, as well as Chinese brands partnering with US brands with both parties benefitting.
To start with some context, Ernst & Young estimate that by 2030, China’s ‘middle’ will number 1bn and represent two thirds of the world’s middle.
And despite this burgeoning demand in China, home-grown brands are lacking. As China’s twelfth five-year plan comes to end (one of its tenets is aimed at encouraging national brands, not just designers), there are an increasing number of international partner brands in China, and some Western businesses have been bought, too.
Social media is still growing rapidly. I’m pointing out the obvious here but social networks are a dynamic medium for entertainment and interaction, including content discovery and product recommendation.
As such, the auto industry seems almost uniquely suited to social.
While most consumers buy cars infrequently, their interest in them (based on price tag, necessity and if you indulge me, the embodiment of the American dream) often transcends the purchase event.
As such, social analytics has cause to mature in the automotive industry, where it surely stands to play a part in the sales funnel other than simply branding.
I’ve been reading a nice little CMO Council report on social analytics in the auto industry. Here are some thoughts on integrating social into automotive sales.
Disclaimer: I hate infographics!
If not the medium, the execution is so often poor, as is the chosen subject. But I feel differently when it comes to brands. I’m interested in learning about brands and their activity.
So, I’ve collected 10 stellar infographics here for your viewing pleasure. They’re not all by brands themselves, but all include brands and their footprints.
They range from the mind-blowingly expansive (see the brands that own the brands) to the fruity and fun (see the Die Hard promotion).
Just click on each stub to enjoy the full infographic. Happy stat attack!
What makes a campaign stand out?
We’re ‘gearing up’ for The Digitals on June 27th, so we thought we’d take a closer look at some inspiring examples that really caught our eye, starting with our Automotive category so expect speed, dangerous curves and terrible car-based puns aplenty…
A few weeks ago, I wrote a post asking whether online reviews could work in an offline setting, and the consensus was that this could be a useful tactic.
To find out more, I spoke to Kia's John Bache, as well as Reevoo's CEO Richard Anson to find out more.
Kia has been using Reevoo reviews in its print and TV ads, as well as in its showrooms. It has worked well so far, and provides a lesson for other automotive brands.
Australian car consumers utilise online resources at all stages of the buyer journey, but offline sources still play an influential role, according to a new automotive study.
The Nielsen Australian Automotive Report 2012 found that when it comes to awareness and discovery, traditional media is still particularly popular with 65% of car buyers using print resources at this stage.
But when car buyers begin the research stage of shopping, they invariably turn online - something Econsultancy has long highlighted. In fact, 73% of new and used car buyers use online media as part of their car buying research process.
The latest TV campaign for Kia represents (as far as I know) a new tactic for the automotive industry: using online reviews in TV ads.
The ad encourages viewers to head online and check out the positive reviews for its models, and is an innovative tactic, for the automotive industry at least.
Kia's ad contains several commendable aspects, including strong calls to action, and an impressive mobile landing page...
We have passed the point of questioning the value and capabilities of Big Data on business success. In progressive organizations it now holds a seat at the table as a crucial resource to business. Companies have realized that there are major opportunities to use the data they already have and apply new insights across their business for incredible results.
Cloud technologies, and the advancements in data analysis give foundation to accelerating the trend. Advanced technologies like active analytics (“decisioning”), advanced algorithms, etc. are proving to be extremely effective at fueling the Big Data engine. In the new world we live in, data isn’t something to be stored and ignored, but analyzed and utilized for its valuable insights.
Big Data analysis has proven to be invaluable at helping driving decisions across organizations—from pricing and distribution decisions, to product and marketing insight—spreading a trend of ROI from end to end. There is no doubt, Big Data is now mainstream.
The social side of shopping for your next car has always existed, in the form of recommendations from friends or family, but the growth of online retail has changed the landscape for buying and selling cars, whether online or offline.
Following on from this look at how the automotive industry uses the web, I'll look at how the automotive industry can take advantage of the opportunity that social commerce offers them online.