ChevroletA Digital StrategyA Digital Strategy

Jordan Stokes

How Do You See Your Chevy?

Internet Marketing: Targeting the Audience(s)• Visuals • Ticketmaster, Ebay, Amazon,

StubHub, CNN, ESPN, • USA Today, CBS• Commercials • Sales

Middle-class Workers, Men, and Families

Information from General Motors

Social Media

• Engage with audience• Visuals• Twitter, Facebook, Instagram, and YouTube

o Audiences with wide interestso Click through to a website advertising methodo Clicks Per Engagement (CPE)

• LinkedIno Middle-Class Workers

Mobile Strategy

• Competitiono Mobile Experience

• Improvementso Accessorieso Vehicle page

Big Idea

• Content Offerso “Receive emails and the best offers…”o “Test drive…”

• Simple content with compelling visuals • Be personable

o How Do You See Your Chevy?

KPI Metrics and Analytics

• Clicks• Engagement

o Revisitso Time spent on site

• Follow the saleo Visits to a dealership location pageo Visits to a vehicle type page o Who actually ends up driving to the store and

making a purchase?

?

Budget

• 2012o GM $1.83 Billion

Chevy ~$1.1 Billion Other Brands ~$732

Million• 2015

o GM ~$2 Billion Chevy ~$1.2 Billion Other Brands ~$800

Million

Ad Campaign Budget

• Technology Therapy Group:

There is an ideal length of time to run a multi-channel marketing campaign, and that ideal length is 45 days. 45 days is slightly more than 6 weeks, which research has proven is approximately how long it takes any of us to develop a habit or learn a piece of information so profoundly that we’re able to retain and recall it later. (Shaheen)

• 45-60 days o ~$204 Million (16% of Chevy’s yearly advertising budget)

How Do You See Your Chevy?

Sources Cited

• "General Motors | Investors - Sales | GM.com." General Motors | Investors - Sales | GM.com. General Motors, 03 Nov. 15. Web. 14 Nov. 2015.

• "UPDATE 1-GM's Chevrolet Consolidates Global Ad Budget." Reuters. Thomson Reuters, 27 Mar. 2012. Web. 14 Nov. 2015.

• Shaheen, Jennifer. "Multi-Channel Marketing: How Long Should Campaigns Last?" Technology Therapy Group How Long Should MultiChannel Advertising Campaigns Last Comments. Technology Therapy Group, 12 Jan. 2015. Web. 14 Nov. 2015.