Some tracking that they have done compared the number of people looking to purchase Chevy cars on the edmunds.com web site and compared it to the newest marking campaign. Unfortunately for them the potential sales has fallen from the beginning of the campaign.
Other tracking that they have done in the past was with their paid Facebook ads. They were tracking the number of clicks vs cost. This was a lost cause as well and they have since changed direction.
One opportunity that GM has is to track custom car builds on their brand sites and seeing if they result in purchases. By using specific codes on the custom build they would be able to track an online shopper with the purchase in a dealership.
Krisher, T. (2012, July 31). Gm's ads aren't getting the job done. Retrieved from http://www.huffingtonpost.com/2012/08/01/joel-ewanick-gm-ads_n_1727859.html
I still don't understand how to track offline. It is a hard problem for us because it is impossible to get accurate data
ReplyDeleteI find that GM is lagging behind when it comes to modern methods of marketing. You would think an organization of such size could find the people to steer them in the right direction. It's unfortunate but hopefully they'll turn it around soon.
ReplyDeleteYes i know what you mean, the tracking should consist of more than just the concern of purchases, it should also be the feedback that concerns the consumer about GM products overall.
ReplyDelete