Alternative marketing thinking

iCONTRACT

The recession was a boon for digital marketing

Speaking at the Ad Age Digital Conference, Ford’s Jim Farley told his audience that the recession was the best thing for automotive marketing, specifically on the digital front. “If the economy hadn’t dropped the way it did, we would have been on auto pilot and not experimented the way we did”, he said.  That experimentation is led by what Mr. Farley calls the democratization of marketing. “It’s the most important transition we are making”. Ford has been a big advocate of turning the brand over to consumers, and not just in the digital space. The Ford marketing chief said the new paradigm that media owners and clients have to get used to involves spending a lot more money in post-launch with new partners. “Yes, we still need traditional media partners and integration will become more and more important,” Mr. Farley said. “But then post-launch we can’t just go away. We have to allocate [social and digital] resources because these different resources change the content and the dialogue of the product after the launch. It’s much more manageable, and it impacts how we build the product.” More in Ad Age.

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