Mazda puts digital in the driving seat
Stephen WhitesideWarc
Digital media is increasingly where the rubber meets the road for auto brands – at least according to Mazda USA.
"Almost 60% of our efforts now are in the digital world, whether it's in-market, out-of-market, SEM or social," Russell Wager, the company's vp/marketing, told delegates at MediaPost's OMMA conference during South By Southwest (SXSW) in Austin, Texas.
The firm decided to retool its marketing dashboard two years ago, based on in-house analysis of approximately 1,900 variables spanning inventory, incentives and advertising, alongside wider factors like weather. "It basically said...