General Motors has introduced the most advanced digital marketing tools to reach customers on Facebook and other popular sites. You have been given to one of the senior management of marketing efforts.
Our goal: to get the age of ten owners of small cars to click on the ads, encouraging them to have their own flaws, what bad things happen before replacing the ignition switch.
Despite the unprecedented momentum to achieve 2.2 million car dealers in the United States, to replace the current connected to at least 30 people were killed defective ignition switch, about 10,000 cars is still not fixed.
General Motors companies require owners, regardless of the "audience is not engaged." Do you know who they are. The company spent months tracking contact information and mailing recall notices. In fact, General Motors companies know that these owners are not good enough to review the thousands of people wonder why they have not fixed their vehicles.
Some children have only one car and a busy schedule. Others dutifully follow instructions General Motors heart key chain all the objects in order to prevent the slide switch operating position, and calculate it is not good enough.
In order to convince the owners of the repair, the digital marketing activities General Motors last month to launch a new car is worth. Automobile manufacturers are working with a company analysis, Acxiom company to withdraw the majority of far-reaching popular website advertising unengaged.
Here's how it works: general manager Acxiom company gave him a list of about a million homeowners. "Not engaged" for the protection of privacy reasons, Acxiom company acts as an intermediary to meet the owners of Facebook, MSN, AOL and other sites account. These ads appear in these pages a user links to a site that explains how to make your Chevrolet Cobalt, Saturn Ion, or other car repaired remember. New York Times reported last month's political movement has used the same methods to achieve voters.
Stooke: innovative digital work
The method is "quite innovative in digital marketing," Megan Stooke, executive director of global marketing business unit general manager, who led the efforts. Stooke is also responsible for managing the relationship with GM branded entertainment advertising company, and oversee Chevrolet's sponsorship of Manchester United football, as well as other functions.
"This gives us the security environment, we can meet our owners and a service until the one message," Stooke said.
Survey data show that 36 percent of GM's owners are not provided families with children. Twenty percent of young people. Another 20 percent are empty nesters.
Stooke said that information can help General Motors company news in online advertising. For the homeowner's children, the message can highlight the availability of the free car loan. General Motors estimates that young owners are less likely to have a particular vendor to establish an ongoing relationship, so ads direct them to your nearest dealer.
Mike Rozembajgier, Stericycle company, which advises companies in the automotive and other administrative vice president, said the recall is more difficult to General Motors Corporation and a spate of recalls of other manufacturers are making it get the message consumers. He called "fatigue."
"Ultimately, it all just becomes noise," Rozembajgier said. General Motors of digital communication "is a great way to deliver the message with laser focus to them, they've hung out environment fatigue."
In order to achieve something they are unlikely to become active online about 100,000 owners, General Motors last month in New York opened a call center dedicated to 72 consultants, these customers through the recovery process.
"We must go all out to do everything possible to encourage customers to come into contact with dealers, because in the end, we are concerned about the safety of customers," Stooke said. "We go beyond what you normally do."
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