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General Motors Digital Marketing Campaign

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General Motors Digital Marketing Campaign By Garret McGowan
Target Market • Recent college graduates • Immediate reward • Brand loyalty for life
Success Measurement • Cost-Per-Thousand Impressions (CPM) • Create brand awareness • 5 billion impressions in one year • Projected 2 million more units sold
Budget • $1.83 billion total advertising budget • Currently $300 million for digital • Increase to $500 million
Social Media • Facebook • Raise spending to $40 million • Improve page content • Increase Facebook ads • Instagram • Create page • $20 million budget
Social Media • Twitter • $20 million dollar budget • Nurture consumer relationships • YouTube • $20 million dollar budget • Reviews of cars • Test drive videos
Blogging • Target professional automotive blogs • Car and Driver • Top Gear • Autotrader • $25 million budget • Feature testimonials and reviews
Google AdWords • $300 million of budget •Maxed out at $6 bids • 200 Keywords •CPM campaign
Email Newsletters • $20 million dollar budget • Send every quarter • Build and maintain customer relationship
The Next Big Thing • $55 million budget • Drive cars via virtual reality • Show new features • Ability to test performance safely • Bring experience to target market

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General Motors Digital Marketing Campaign

  • 1. General Motors Digital Marketing Campaign By Garret McGowan
  • 2. Target Market • Recent college graduates • Immediate reward • Brand loyalty for life
  • 3. Success Measurement • Cost-Per-Thousand Impressions (CPM) • Create brand awareness • 5 billion impressions in one year • Projected 2 million more units sold
  • 4. Budget • $1.83 billion total advertising budget • Currently $300 million for digital • Increase to $500 million
  • 5. Social Media • Facebook • Raise spending to $40 million • Improve page content • Increase Facebook ads • Instagram • Create page • $20 million budget
  • 6. Social Media • Twitter • $20 million dollar budget • Nurture consumer relationships • YouTube • $20 million dollar budget • Reviews of cars • Test drive videos
  • 7. Blogging • Target professional automotive blogs • Car and Driver • Top Gear • Autotrader • $25 million budget • Feature testimonials and reviews
  • 8. Google AdWords • $300 million of budget •Maxed out at $6 bids • 200 Keywords •CPM campaign
  • 9. Email Newsletters • $20 million dollar budget • Send every quarter • Build and maintain customer relationship
  • 10. The Next Big Thing • $55 million budget • Drive cars via virtual reality • Show new features • Ability to test performance safely • Bring experience to target market