In reviewing the outlook of web analytics for GM it looks very promising. Earlier this year GM made a public announcement that they were pulling Facebook ads. They cited the lack of return on investment. These actions lead me to believe that they are constantly reviewing their web presence and are concerned about the direction they take. I do however think that they may be slow to act on emerging markets and are still overly cautious with making web related decisions. The company is very traditional and is accustomed to working in a particular manner, these ideals will be difficult to change.
I think that it would be beneficial for GM to try to do some smaller campaigns in smaller niche web markets that are generally youth oriented. Even if the ads don't bring direct sales from the youth, they can influence their parents to create sales. It will also raise the "hip-ness" factor of the company to bring a desire back to the brands. GM once tried to market Oldsmobile with the "This isn't your fathers Oldsmobile", but they still targeted an older generation, and it never took off.
I think GM is trying a bit of what you suggest with some ads on services like Spotify for the Spark and Sonic, Richard.
ReplyDeleteI sometimes wonder if anything or anyone can truly change GM's culture -- it seems adamantly stuck in its ways.
Good post!
I agree that GM seems to act more traditionally and has yet to properly embraced modern advertisement and marketing through the Internet. They do need to work a bit on their culture so that they'll be more effective now and in the future.
ReplyDeleteNice post...It does seem that GM favors more traditional methods of marketing. I agree with you that targeting a younger generation may be the answer to lagging sales.
ReplyDeleteI agree, GM should notice that internet have its potential to make the company better.
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