Ford generated the most online buzz of any automaker in September according to a report by Phoenix Marketing International.
Depending on who you ask, social media can either be a gold mine or money pit for automotive advertising campaigns.
Some automakers are understandably wary of blowing ad budgets on campaigns grounded in social media networks. General Motors felt so uncomfortable with the idea that it pulled $10 million in ad spending with Facebook, only to return less than a month later. It’s difficult to determine how effective ad campaigns in those spheres are at encouraging actual sales.
Shortly after GM announced its decision to pull the Facebook ads, Ford said its Facebook ads were effective when combined with engaging content. “It’s all about the execution,” the company wrote via its official @Ford account. So is it any surprise that Ford generated the most online discussion of any automaker last month?
According to information released today by Phoenix Marketing International, the blue oval brand stirred more chatter than any other by a wide margin with over 867,000 discussions last month. Chevrolet was the next closest with about 780,000. BMW came in a distant third with roughly 596,000.
Phoenix reports that Audi enjoyed the biggest gain among “top brands” because of the buss its Sport Quattro concept generated during the Frankfurk Motor Show.
Automakers often release online marketing campaigns that hinge on viral videos. Kia, for example, has managed to create recognition around its the dancing hamsters associated with its Soul hatchback. This month, Dodge is enjoying wild success with its new Durango campaign that partners with Anchorman 2: The Legend Continues.
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