Targeting the Inner Driver

Recently, I was part of a New York City Ad Club panel discussion featuring three digital marketing chiefs: Amy McNeil of Fiat Chrysler Automobiles, Lee Nadler, of Mini USA and Thomais Zaremba of Ford. They shared great insights.

AdamSpeaks-NYACAs car dealers strive to reach possible buyers locally with digital marketing, these brand managers are sending digital drill downs from tier one to tier three.

They know consumers resist “hard-sell” brand ads, especially in the younger demographics. I’m not saying a hard-sell ad doesn’t have impact. It does. But younger consumers value relevancy to their vision of themselves.

I’ve said it before, today people don’t test drive cars. Instead, they try them on like fashion accessories. Never before have we seen transportation and personal communication come together like they do in today’s connected car.

Read more on Marketers Aim for the Inner Driver in Us | WardsAuto IdeaXChange.


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Adam Armbruster, ESA & Company | Real. Local. ResultsAdam Armbruster is a Senior Partner in the retail and media strategy firm ESA & Company. He can be reached at adam@esacompany.com.


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