Mazda puts digital in the driving seat

This event report addresses how Mazda USA, the automaker, is leveraging digital media to engage consumers, whether they are actively looking to buy a car or not.

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...

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