by Edward A. Sanchez of www.automobilemag.com
Most of the headlines about social media usually involve celebrities
and their inappropriate or bizarre public or private behavior, but the
emergent genre of mass communications has caught the eye of major
corporations, and is resulting in reallocation of marketing resources.
American Honda has shifted its marketing budget to allocate as much as
30 percent of the overall marketing budget to social media and other
non-traditional initiatives, according to Automotive News.
American Honda senior vice president of marketing Mike Accavitti said
the company needs to take more risks with its marketing strategy, and
accepting that some will not be successful.
As much as 30 percent of the company’s U.S. marketing budget has been
set aside for “risky” initiatives, with a heavy emphasis in social
media. Among some of the manifestations of this news strategy is Acura’s
sponsorship of the popular “Comedians in Cars Getting Coffee” web video series featuring Jerry Seinfeld, which has seen a 40 percent increase in viewership in its second season.
The more traditional initiatives, such as television, digital and
print advertising, are expected to achieve the same results with 70
percent of the budget as they achieved previously with the lion’s share
of resources. In addition to the reallocation of resources to
non-traditional marketing initiatives, Honda has also changed agencies
for media buying and advertising. Honda also has an in-house social
media department to create new content.
The Honda Civic
“Best Yourself” campaign featuring musician Nick Cannon, was created by
Muse, an agency specifically oriented toward the African-American
community, and features a two-minute minifilm of Cannon driving a Civic, and
talking about self-improvement. The campaign with Cannnon resulted in 70
million Twitter impressions and 2.5 million views for the video.
Source;
http://rumors.automobilemag.com/honda-allocating-more-resources-to-non-traditional-marketing-initiatives-251381.html#axzz2iMgvq8pZ
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