Facebook and blogging drives Ford marketing

Mike Bantick
Wednesday, 01 December 2010 07:20

Business IT - Technology

Ford Australia is increasing turning to online social media to reach customers and understand their thoughts.

Ford Australia Vice President Marketing, Sales and Service, Beth Donovan, is attempting to stay on top of consumer attitudes and trends, the company was on-board with the changing consumer landscape and sees social media working in conjunction with more traditional print and television marketing.

"We're seeing a real shift in attitudes among our buyers," Donovan said.

'Ford Australia's recent campaign 'Who's Most Likely' and the 'Feel the Difference' brand direction show that the company message has become more stylish, targeted and appealing to a wider audience,' continued Donovan.

"'Who's Most Likely', as a communications platform, worked well for us based on our three pillars - fuel economy, safety/quality and technology," she said.

"We're now seeing a huge spike in our website traffic when our ads are screened on TV."

Donovan said this audience was increasingly mobile and technologically driven.

"So we have to be where they are, and that's on web-based social media sites as well as print and television."

Ford has developed its message locally to reflect today's more technologically savvy customer, but there is a danger of losing contact with core enthusiasts or mature buyers.

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