Looking At Online Marketing At Gm

Published Date: 02 Nov 2017

General Motors is one of the few automobile giants which have intelligently used social media as part of its marketing strategy. Since then GM sales have gained considerably. This is not the same as other manufacturers of automobiles Ford and Toyota who are reporting drop in sales.

GM Blogging

General Motors entered into the blogging arena much earlier than the other automobile giants through its blog, Fastlane, which was launched in the January of 2005. The goals of Fastlane were:

To reach out to customers in a faster way and hear from the customers

To attract significant web traffic

To help in closing the gap between the customers’ outdated perception of GM’s quality and the improving quality of GM’s new cars and trucks

To help GM in overcoming its lumbering-dinosaur image

To attract other blogs and websites related to GM’s industry to link to FastLane blog

Fastlane is written by the Vice Chairman of GM, Bob Lutz. GM has scored a first here with the GM of a significant company to feature posts from a senior executive. GM was not called to be trendy, but that perception is changing mainly because of the communication channels GM have with its community.

GM Community Site

Recently General Motors launched its second major social media initiative called GMNext. A website which is strong on user interaction and graphics, GMnext uses dialog elements and attracts people interested in elements of designing, the environment and aspects of advanced technology, not limited cars in general. This channel will take the persons visiting it to the framework and behind the curtains scenes at GM to showcase the employees who work on cutting edge technologies. The GMNext blog allows users to collaborate and engage on the site by uploading videos, photos, etc. The blog is built on the Word Press Open Source blogging platform.

General Motors considers GMnext a dialogue-based campaign to engage people through interactive experiences and social media. Through usage of technologies relevant to customer needs, GMnext tends to demonstrate its focus on the solutions to challenges that will change the future of transportation.

Benefits of Social Media Marketing Strategy

GM derives the below benefits from its social media marketing strategy:

Receive better consumer intelligence data from the comments on General Motors’ blogs than from any traditional market research channels, such as focus groups and surveys

Cost savings of close to $180,000 per year. Forrester utilized the insights from the focus group to compare it with GM’s Fastlane blog results; it found that GM obtained the same results from both the strategies. A focus group costs close to $15,000 a month ($180,000 a year). Thus GM has obtained significant results through its blogs, thus potentially saving a huge amount on focus groups

Create interest in clients and the community, thus instilling a sense of cooperation. GM is engaging its customers with one car at a time.

Transparency: GM is now much more transparent about its design process and is making its hopes and challenges open. It is also engaging customers and suppliers alike by pulling them into the process and making them a part of it

Easy reach of younger buyers. Young buyers often browse the internet for reviews and online forums before choosing a car. GM’s strategy has helped GM to connect with the younger buyers easily.

Increase of 2.6% in sales compared to the last year’s January figures.

It points to the success of GM’s social media strategy because they are able to create an entire user experience, both online and offline. They are not strongly dependent on their online presence, but their online presence is getting stronger by the day. They are going out of their way to ensure that GM’s cars match the online experience they describe. Every day many online users are becoming part of the GM online community.

Internet-Specific Factors

Some of the larger manufacturers, especially GM, FIAT, Volkswagen and Renault, have established an aggressive presence on the Internet. Here are some of the reasons for this decision:

The number of Internet users has been increasing multifold. This population is younger and better educated than the overall population, and matches the target market for the "popular" cars.

The integrated plants allow the producers more flexibility in their relationship with the main suppliers and provide for an information sharing process within the supply chain;

With the exception of Volkswagen, the big manufacturers are concentrating their Internet investments on selling popular cars, which do not offer many options to the customers. This makes it easy, not only to design the process of Internet sales, but to guarantee higher availability of the chosen models and simplify the process of build-to-order. Usually the models sold through the Internet allow the customer few choices, such as no more than 2 distinct motors, 4 or 5 different colors and 2 or 3 standard bundles of optional items;

The manufacturers and dealers are using sales through the Internet as a way to reduce taxes. In the model adopted, the customer buys the car directly from the producer and the dealers receive a commission. This allows dealers not only to reduce their costs of holding inventories but also make them exempt from a sales tax.

Given the economies in taxes and cost of inventories, the price of the cars sold through the Internet can be from 6 to 8% lower than through the traditional channels.

Auto Manufacturer’s on the Net

The Internet provides manufacturers with an opportunity to communicate directly with the consumer. To some degree, it bypasses the dealer network, allowing the manufacturer to send a message directly to the public. To illustrate some of the Internet uses that major manufacturer’s devised, let’s examine the Chevrolet site (www.chevrolet.com) or Toyota’s site (www.toyota.com).

On the Chevrolet site, one finds extensive information on the different models that the company offers. One can examine the specifications of each model; if you prefer to view a paper-based description, you may even download and print a brochure. After looking through the literature on various models, you can configure a vehicle with the specifications that you want and view the manufacturer’s suggested retail price for that vehicle (you can even see the suggested cost for adding or subtracting a particular accessory). While you cannot buy a vehicle online, the website does direct you to a dealer in your area.

The website provides the customer with access to GM BuyPower, which the General Motors website touts as a powerful tool to help the user locate a vehicle: "Connect with GM BuyPower to collect information on your vehicles of choice. Once you’ve found the car or truck you want, you can locate a certified GM BuyPower dealer to schedule a test drive, and even get the dealer’s best purchase price—all online." This tool allows the shopper to access a particular dealer’s inventory. The shopper can see a picture of a vehicle and even view a replica of the sticker that appears on an individual vehicle’s window.

Dealers on the Net

While the individual dealer’s have websites offered through GM BuyPower, many local dealers maintain their own websites. For example, the local Chevrolet dealer in US, Jim Price, has its own website separate from the GM BuyPower website.

At this site, the consumer can browse through Jim Price’s inventory and see pictures of the different cars on the lot. Interestingly, while the website provides information on availability, it does not offer online pricing information—at least for new cars. However, if the buyer wants a price, he can fill out a brief questionnaire detailing the vehicle he would like to purchase as well as some personal information; the dealer will then contact the individual with a price quote. The website also offers a number of customer friendly tools, such as a monthly payment calculator. As the dealer does more than just sell cars, it uses the website to allow car owners to make appointments to service their vehicles and order spare parts.

Auto Referral Services

While the Internet is another channel for manufacturers and dealers to interact with customers, it has allowed the creation of a new category of intermediary: referral services, such as Autobytel (www.autobytel.com). These services assist car-buyers in researching different brands and models. Moreover, these services allow the user to place an order for a particular car and receive a quote. The referral service does not actually fulfill the order, though. Instead, it will pass your order through to a dealer in your vicinity. With the quote in hand that you received from the dealer, you can walk in and pick up your car without negotiating (source www.carbuyingtips.com).

The online referral services add value by eliminating the dealer’s asymmetric information advantage. In a certain sense, they are adding another middleman between the customer and the manufacturer, which on one level runs counter to everything that the Internet supposedly represents. However, they provide significant value over the old dealer driven distribution channel, in that they provide value-added information to the customer. These sites allow their customers to know the lowest price that the dealer is willing to offer. In return for providing referrals to the different car dealers, the referral services receive a fee. The following excerpt from Autobytel’s 10-K provides additional information on the firm’s business model:

"Consumers are empowered to buy new automobiles through our dealer reference network and our locate-to-order service, AutobytelDIRECT SM . When consumers show a willingness to buy a car, they use the system to connect to the network of over 4,800 participating dealers in North America, of which over 3,500 are Autobytel.com® dealers and over 1,300 are CarSmart.com SM dealers, with each dealer representing a particular vehicle make. Approximately 400 dealers subscribe to both the CarSmart.com and Autobytel.com systems. Dealers participate in our network by entering into non-exclusive contracts with us. We expect our dealers to promptly provide a haggle-free, competitive offer. Fees paid by our participating dealers constitute the majority of our revenues." (2000 10-K)

Information Services

While a number of the auto referral services also provide information on different car models, there are a number of independent information providers. For example, Consumer Guide offers consumers information on different makes and models of cars. For these services, like the auto-manufacturers and dealers, the Internet is simply another channel for reaching customers. They, too, play an important role in informing the customer, though as a general rule, they do not provide the same pricing information.

General Motors Spending on Facebook for Marketing

Although Facebook has more than 900 million active users, it is very difficult to be sure of how many people are moving closer to buying a car because of Facebook Ads. Hence General Motors decided to pull its ads off from Facebook in 2012. GM’s spending on Facebook show some trends as below

GM spent $300 million on digital ads in 2011, making its Facebook spend just 3 percent of its overall budget.

GM's overall advertising budget is $1.83 billion, which means that digital itself is only 16 percent of the company's total budget. Considering the fact that people use the Internet massively when buying cars, it is shocking that GM only dedicates this small amount to the medium.

GM is still going to spend $30 million on content development for Facebook. That is certainly not good financial news for Facebook, which gets no money from the stuff that gets put on brand pages. But it is good for the agencies that support GM. Facebook is a brand content channel and it's great that it can continue developing things specifically for it.

Although Facebook has more than 900 million active users, it is very difficult to be sure of how many people are moving closer to buying a car because of Facebook Ads.

About Volkswagen

Volkswagen is a global automobile manufacturer based in Wolfsburg, Germany. It manufactures passenger cars, vans and buses. It was established by the German trade union in 1937. Today Volkswagen is the largest car manufacturer in Germany and the second largest in the world. The German word Volkswagen means "Car of the People" and its slogan "Das Auto" means "The car". The company had revenue of €94.7 billion in 2011, with an output of 5,271,776 cars.

Three of the iconic Volkswagen cars that figure in the top 10 best selling cars of all time, are still in production. The latest generations of Passat, Beetle and Golf are used throughout the world. The design, dynamics and engineering of these automobiles have changed along the times. Other marquee cars of the brand include Jetta and Polo. Volkswagen greatly sponsors motorsports events in different parts of the world including France, Germany, Brazil, China and Dakar.

The vehicles in Volkswagen stable offer a choice of technology. The clean diesel models run on low sulphur diesel. This model is extremely popular in the European market. It contributes to the reduction in greenhouse gases during operation. There are flexible fuel models launched in Brazil that run on a mix of gasoline and ethanol. The research to hydrogen cell powered Volkswagen vehicle is on. The company has launched all electric powered models like E-Up. The company has partnered with Sanyo of Japan to produce hybrid fuel vehicles. These vehicles would run on both gasoline and diesel or on gasoline and electricity.

The company focuses on preservation of environment in all its manufacturing efforts. The cars are tested vigorously to be compliant to stringent European emission regulations. The company continues to research on alternative fuels to power its cars. It avoids the use of hazardous materials in the manufacturing process, cuts down greenhouse emissions from its factories and tries to develop fuel efficient models. It was one of the first organizations in the world to apply the ISO 14000 standard during the drafting of its environment standards.

Volkswagen and Online Advertising

Volkswagen has been successful in online advertising. Holding a share of only 2.1% of the total videos created by online brands in 2012, the company has a share of 25.7% of all views and shares on the online media. The Volkswagen ad "The Force", shared at the time of superball, is the most shared online ad of all time. The ad contributed to 127% increase in online traffic to the company website and led to an increase in sales to 20,902 units. The following table shows the ad metrics of major automobile brands.

Table: Videos by major automobile brands (Source: http://econsultancy.com)

A pioneering approach to online marketing by Volkswagen came up in 2001, where it offered two colors of the Beetle model only to orders booked online. Only 2000 cars were made exclusively. The ad created for the same purpose helped people associate the unique colored cars to the online campaign.

The online marketing campaigns carried out by Volkswagen have helped it to carry out two specific purposes. It helps to read online marketing trends as well as helps to formulate tactics. According to Borrell Associates, by the end of 2012, about 40% of all advertisement expenditure by auto companies will be done in the online digital media space. Volkswagen can tap into this pie in a big way as it has already treaded the waters.

The "Das Auto" element of Volkswagen brand is consistent with its online campaigns also, be it the Facebook page of the Twitter feed account. The company regularly posts information in these media and has dedicated staff monitoring the discussion and posting updates and responses to queries.

The brand elements are consistent for Volkswagen across the advertising elements in print, television and online media. The viewers are exposed to the unique brand identity of each Volkswagen product which is consistent across media channels. Some of the campaigns are to familiarize the customers with the new models, some helps to push the customers further down the prospect-purchase funnel.

Some of the online ads of Volkswagen incorporate interactivity in them to add value. This includes dedicated websites for car models like Polo. Users can customize cars, change colors, have a virtual tour of the cockpit and take it on a virtual drive. The system can then seamlessly take user information to pass it on to the sales team to arrange a real world demo.

The ZOON campaign was one of the creative online media campaigns carried out by Volkswagen. It was an online immersive campaign created by the firm V-On on behalf of Volkswagen. It aimed to develop and foster a strong emotional connect with the prospective customers of the brand.

The campaign targeted youth in the age of 14-20, the group that will become the target customer in some years. The focus was on creating an element of freedom, fun and independence that could be got from driving a Volkswagen. The emotional connect was important to be established. The company took 2 years to develop the Zoon portal. It had communication elements to help users connect with each other. It had edited magazine content about cars, travel and other elements that youth like. The travel section contained details about the holiday spots in Europe, the pubs, beaches and other places to travel and have fun. It contained a virtual driving license program. It helped youth to prepare for the theoretical driving exam popular in Europe. The music section contained famous tracks, a DJ mixing section and live interviews with popular bands.

The campaign was a highly successful one and had unprecedented visitor to the website. 300,000 users regularly logged on to the portal. The company was able to carry out physical setups in VW Youth World and several programs in Berlin to further carry out the brand concept and interact with the target group. The whole campaign helped the brand to create and sustain a profitable relationship with its future patrons and product advocates.

Integrated Online Marketing Strategy for Volkswagen

Aspects of the STP

Volkswagen products are premium. The elements of German engineering are outlined in the production process, safety elements and stringent quality checks. The cars are priced at 5 lakh to 80 lakh rupees. The cars of the higher price range are fitted with the latest technology gadgets and the lower price models compete on the basic elements of fuel efficiency.

The customer needs in the Indian market context deals with the middle class interested in fuel economy, sturdiness of build and resale value. The higher income groups are more concerned with style, safety, pickup and new features like parking sensors.

The strategy of Volkswagen has been to primarily target the premium segment of the market. The mid market segments of the European market have also mapped to the premium market for cars due to the high currency conversion costs. The aspects of safety, style, ownership esteem and power are important for this segment. Most of the car models launched in India by the brand have catered to the demands of this segment.

Volkswagen positions its products at the top of the quality pyramid. Its cars are positioned as stylish, powerful, sturdy, safe and status symbols for the urban high income individuals. The products are associated with success, status and power position in the organization. The company aims to go for a premium pricing strategy.

The online campaigns can also incorporate this aspect in its promotional mix. Focusing on the styling of the car, details on the safety system, elements of research put into developing the car etc. are some of the key areas that the company can highlight in the campaign. Blog posts on the technical features, with an interactive element to clarify the doubts of the prospective customers can help. The online promotional videos, statistics and photos shared on social networking pages can also emphasize on the prestige associated in owning a Volkswagen.

Brand Meaning

The Volkswagen brand signifies car of the people that has been made by the age old excellence of German automobile engineering. The brand signifies history of car making, surety of quality, assurance of safety and a promise of esteem that can add to the social status of the owner. Volkswagen owners belong to an elite class associated to a premium brand. The online elements of can underline this aspect by being consistent to the overall message of the brand.

Product Meaning

The product signifies the social status of the owner. It is associated with success in career, bold choices, masculinity and penchant for quality. The product is stylish, up market and of latest design. The product is also seen as changing with times while incorporating the nostalgia of the old with the features of the latest technology (e.g. New Beetle). The web campaign also needs to be stylish, seamless and with a strong presence of brand symbols and message.

Blogs

Blogs are medium by which the company can disseminate information from its end to the current and prospective customers. The blogs can also be written by independent authors, automobile aficionados, research firms and amateur bloggers. There are several blogs for Volkswagen currently including Volkswagen owners’ blog, Volkswagen news feed etc. Each of these blogs caters to specific purposes.

The underlining element of the Volkswagen blog should focus on is very important. It includes the latest research and development the company is doing to make its products better. Information on safety elements and styling of new cars is a key. Blogs should also have a comment section to tract the viewer pulse. Ability to answer customer queries while ensuring brand promise is important. The blogs should be updated regularly and include press releases, customer feedback, user contributed content and communication from senior Volkswagen officials.

Search Engine Optimization

Search engine optimization techniques help the brands to come up more frequently and at a higher rank in the search queries put by users. There are several techniques that can lead to a higher rank for Volkswagen. The keywords like Quality, German, Premium, Safety, Pickup etc should be used extensively for the website. Also, there should be multiple websites for each of the car product. These websites should cross reference and have links pointing to each other. Also, the company sponsored blogs, Facebook and Twitter pages should also explicitly have links pointing to the product websites. While responding to the customer queries on these media, the associates should also attach a hyperlink pointing the user to the appropriate web page. The websites should have detailed navigation to help the user find the relevant page.

Paid Search

Paid search initiatives help the relevant ads to be displayed along with the organic search when the user enters a search query. Volkswagen can have dedicated campaign managers monitoring the paid search initiatives in Ad networks like Google Adsense, Google Adwords and Microsoft AdCenter. Keeping an eye on the most popular keywords, usage frequency, type of traffic coming from specific geographical location, demographic and psychographic information can help the marketer design more effective and targeted online ads that can be displayed to relevant search queries. Catchy phrases, user specific research, analysis of data on browsing habits and mining the "Big Data" across social networks can help the marketers design ads that are more relevant to the users in terms of their own needs and wants. Directing the click traffic to the landing page informing user about the latest products and features, gathering user data for a pre-sales engagement and lead qualification are important activities.

Impact of online advertising, sales and brand recall

To illustrate our understanding of the impact of online marketing, we would look at some of the metrics. If the visitor to a particular website sees an advertisement and clicks on it, he is said to ‘click through’ it. The CTR or click through rate is an important metric to access the success of an advertisement campaign and is often linked to the revenue and pricing models. It is interesting to find if the CTR led to a sales increase across a sample set.

Source: Nielsen

In the sample collected by Nielsen, we were unable to establish a relation between the CTR and sales. This indicates that though the user might click on an ad finding it interesting, the landing page content might not interest him. It is important for the brand in not only making the ad attractive and make the user click on it (generate lead), but also provide offering information in lucid term and captivate him to make a purchase.

The CTR is also not related clearly to any of the important ad metric like – ad recall, brand awareness, purchase consideration etc. Perhaps most of the users click on the ads which they find attractive in first glance and the interest wanes away when they find the landing page not suiting their needs.

This leads to one aspect that we have emphasized in our discussions so far. The landing page should offer content that suits the user needs. This can happen if the brand can capture user specific data based upon sites he has visited, keywords he has used in the searches, pages he has liked on Facebook, brand communities he is a member of etc. With universal login platforms being available from Facebook, Google etc. where the users can login into multiple sites using a single credential, this can be made possible.

Source: Nielsen

To understand whether online ads actually have an effect on the customers that are exposed to them, we would like to highlight the research done by the project group at Nielsen. Using about 500 online ad campaigns for measurement purposes, the company was able to find out significant positive correlation between the ad exposure and recall.

Source: Nielsen

There was also a difference about how the viewers perceived the ad to be Weak, Average or Strong. The ads that were perceived stronger had an element of creativity (The Force ad by Volkswagen), used current themes (World Cup Cricket), were jazzy and musical (KIA motors hamster ad) etc. Stronger ads are built after understanding what the influencers for the potential customers are in the current scenario. It can connect well to the viewers as it tells them their own story. High impact ads are also localized for the specific regions. These ads involve ample research of the target customer segment.

Brand rub-off in online advertising

The aspect of brand rub-off can come in the case where multiple product of the same brand are shown in a single advertisement. This is done for several reasons. The brand may want to use the single slot or page frame to capture different offerings it has. If the two products advertised are significantly different, it can try to attract different set of potential customers. The difference in the products can be the price, attributes and features. It is not a good strategy as the customers can discount the value of the more premium product as it shares space with the less premium product in the same ad creative. The less premium product can gain in value in front of the customers. This can impact the sales of the premium brand and lead to cannibalization and perception of equitable quality.

The aspect of brand rub-off can be taken care of by having different creative for each of the products. Here only the visitors who are interested in the particular product will click through. The ad creative can be used to give some really attractive insight about the product (like mileage, power etc.).

If the ad space is at a premium, the brand should take the initiative to segregate the product from the brand. The advertisement can focus on the brand and its promise, with a potential for the visitor to explore more if they click on it. For example, in the case of a Volkswagen ad, the visitor can be directed to a landing page wherein she can choose the details of each of the different products. They can then be directed to the specific product site or asked to fill up a form for a sales call or test drive.

Volkswagen has taken care in its advertising campaigns to avoid the element of rub-offs. The online creative is mostly designed around the Volkswagen elements of style, dependability of German engineering, safety and power. This is different from the creative of an FMCG company like P&G that shows a group of products in its online ad, with these products belonging to different categories. With a high impact purchase like automobile, the degree of segregation and avoidance of rub-off is essential.

Patterns in Online Advertising and Inferences

There are several patterns that can be identified in the online advertising campaign across automobiles. The brands are focused on interacting with the prospective and current customers. They try to engage them in a dialog. Compared to a monologue mode of the traditional advertising, the users who ‘Like’ the VW Facebook page can participate in several interactive elements. One common thread is on the polls where the brands ask users about their favorite color for a Volkswagen beetle. Here the company initiates a poll with some colors that the beetle is currently available in. There is also a possibility of the users to add a color of their choice to the poll options. The users can vote to choose their color. The company hence comes to know about the preferences even before they start producing the next batch of cars. This also helps them to estimate the future demand of specific colors. In the case of a user imitated color gathers significant votes and hence gains in popularity, the company may choose to incorporate it as a limited edition model.

Another noticeable aspect is that the communication for specific brands is influenced by the demographic and psychographic attributes. The community page for high torque, high power models of Volkswagen also have posts related to extreme sports, high adrenaline activities like bungee jumping etc. Whereas the brand communication for a family car like Vento has posts about family events, festival greetings etc in its wall posts. The same pattern is observed in the case of the blog posts for these brands. It is evident that the brand is using a different communication strategy while targeting specific segments. In the advertising for a collectivistic country like India, the online automobile ads focus on family values, togetherness, bonding and love. The advertising in an individualistic country like US, the ads focus on coming of age, independence, power and social esteem.

There are several aspects where the brand tries to engage the loyalists by asking them how they take care of their automobile. For example, a question like ‘How many times do you wash your Passat in a week’, tries to add a sense of pride in washing a Volkswagen car. This creates a feeling of ownership and pride in owning the car.

The latest ‘Get In Get Happy’ campaign of Volkswagen tries to link happiness with the experience of sitting inside a Volkswagen car. This ad is used for the SuperBowl 2013 event and it shows people talking in Jamaican accent and having a friendly and carefree attitude due to using this car. It touches the broader nerve that adds happiness of driving and carefree attitude due to fewer hassles in ownership of a Volkswagen.

In websites like VWVortex, the users can join as a Volkswagen owner, a company representative or an enthusiast who wants to know more about the brand. The interactions are structured in a forum format where in information about new product launches, information about parts and accessories, self help repair insights and campaigns are provided. The content is moderated by a VW employee but the new content is mostly added by the users only. The site helps to provide an opportunity to users to interact among themselves and clarify queries.

The web campaigns also use the opportunity to sell customized accessories for the loyalists and brand enthusiasts. There accessory can have a brand log, some statements that show esteem (‘I Own a VW’) etc. The viewers can also help in giving comments on the accessories in the design phase. Engaging volunteers to design the t-shirt is also an engagement these brands utilize. There are several online competitions online to make the viewers latched on, and goodies are given as prizes.

The campaigns that have been outlined above are not unique to the auto industry alone. We were able to notice similar patterns used in the websites, Facebook pages and blogs posts of other industries also. Be it a FMCG brand like P&G, software vendor like Microsoft or a cosmetics brand like L’Oreal, the strategies are similar. They all target engaging the customer, providing them an opportunity to have an interaction with the brand, provide suggestions, generate user content and participate in the online competitions to win goodies that further the brand exposure.

One element of web advertising should be on the focus to help customers choose an offering as easily as possible. Rather than inundating her with a lot of information, latest graphics and jazz; the elements that customer like the most is how easy is it to find the information that they need. The design elements should showcase the most basic information in easy to locate areas in the website and other more technical information can be located under specific sections. With the development of latest technologies, the websites can as the user a basic set of questions about their expectations, price range, and features needed etc. and help them choose a model. Also the website can remember the user specific choices in the past logins. A feature to locate the nearest retailers based upon the location utilizing the users’ IP address can also be very valuable.

We believe that the best practices for online advertising that has been discussed in previous sections can easily be applied in the initiatives of the automobile brands and in other industries as well. Making the information user specific, regularly updated, easy to understand and fun to interact will lead to greater success of the online marketing campaign.

Exhibits

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Exhibit 1: Growth Projections of Global Online Advertising Revenue

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Exhibit 2: US Online Ad Spending Projections (Source: eMarketer)

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Exhibit 3: Online Advertising by Sector in India (Source: Digital Strategy Consulting)

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Exhibit 4: German Car Manufacturer on the Internet (Source: Nielsen)