NOT SO BAD AFTER ALL?: If you touch any auto account you’ve probably heard about the anticipated reduction in US Auto Market Unit Sales over the next year, after six straight years of increases. OEMs, Dealer Groups, and Dealerships are all using the fear of a shrinking pie as a justification to advertise less. Ironically just the idea of spending less on marketing to offset declining sales can be a self-fulfilling prophecy, since less marketing will (of course!) lead to lower sales. Well it turns out all the doom and gloom might be a little overblown. The NADA is out with their annual forecast for 2017, and the anticipated YoY decrease looks to be very small – just 300,000 fewer total units, which is a little over a 1% decrease. Conversely light truck sales are expected to increase, and that’s a much more profitable segment for all three tiers. So even in a market that’s selling 1% fewer automobiles than last year there’s still money to be made! Who’s ready to advertise their truck sale?!? (link)
MAYBE YOU’RE REALLY DRIVING A GEELY: And speaking of the Auto industry, I came across this handy infographic showing the ownership trees of every global OEM. Did you know luxury brands like Jaguar and Land Rover are owned by Tata Motors? Have you ever even heard of Geely, owners of Volvo? If you ever wanted to geek out on the global auto industry this is your chart!
SO GOOGLE ANALYTICS IS THE DEVIL?: Finally today, I was forwarded the following article which originally appeared in TechCrunch back in August. The idea of Google Analytics ruining (disrupting, if you prefer a better word) the traditional marketing model is a provocative one. I’ll give the author credit for laying the foundation of his argument by separating marketing strategy (Social, for instance) from the platforms themselves (Facebook, as an example), and explaining how these lines have been blurred in the digital age. Then he hypothesizes how GA, with its primitive last click distribution model, actually fooled many clients into thinking they were doing good marketing via digital, without really doing an appropriate analysis of their digital ROAS. In simplest terms, marketers have rushed to one side of the boat just to “do digital” with default publishers like FB and Google, and then use GA to justify their decision. I told you this was provocative! The article itself is fairly long . . . maybe a good weekend read. J (link)
Have a great Thursday guys!
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