Some Chief Marketing Officers (CMO) in the automotive industry have expressed frustration over the cost and labor involved with integrative marketing to multicultural consumers. So far, the ability to use multiple media and digital tools has been cost prohibitive.
Decisive Media (DM), a leader in forming alliances with other media, has aligned with several partners to offer a turnkey program that bundles multiple media services to help automakers reach multicultural consumers when they are in the market for new vehicles.
The system is designed to maximize media tools by using third-party consumer content which resonates directly with consumers, driving them to a fully integrated online lead-capture, advertiser push platform -- an advanced, ultra-flexible, lead-generation system with many powerful front-end and back-end features and response tracking tools and reports. Decisive Media will encourage users to opt-in to news, information, promotions and updates from automakers on their products and services. In addition to capturing leads, the system will offer consumers the option to purchase new or used vehicles from a dealer near them.
Decisive Media has partnered with Inquiry Management Systems (IMS) to conduct surveys, online newsletters, and e-promotions, and to manage leads. Each advertiser will have and maintain its own exclusive opt-in database that includes African Americans, English-speaking and Spanish-speaking Latinos. Other partners which will work on behalf of Decisive and tie into IMS’s lead system include Powerplay Mobile, which will manage mobile lists and distribute text messages.
Decisive Media has been working with OneScreen, the leading video solutions provider for all key businesses in the content, publishing and advertising fields. OneScreen's newly launched Express for Web Publishers, will enable Decisive TV to integrate video content and advertising into online publisher pages through a simple self-serve interface regardless of design, size, or category.
Americans viewed more than 8.3 billion video ads in March 2012, according to new data from comScore, the most ever. 83.5 percent of the U.S. Internet audience viewed online video content and time spent watching video ads totaled 3.5 billion minutes.
Another feature of the service will help marketers reach multicultural consumers through mobile marketing. According to a PEW Research Center study, African-Americans own 22 percent more smart phones and average 125 percent more daily texting than the overall population. These consumers are more likely to want news and tips from experts than corporate ads, according to Randi Payton, president of Decisive Media.
More than 80 percent of chief marketing officers believe that integrated services will increase in the next five years, according to the Horn and Kelton Group. In the same study, 60 percent of CMOs indicated that they are unable to find an integrated firm to meet those needs.
Decisive Media has been a leader in the digital space and launched its first web site in July 1995, becoming the Nation’s first automotive print magazine to do so. It later became the first minority magazine to launch a digital version of its print magazines.
According to Decisive Media the benefit of a turnkey platform is to use one vendor across multiple media platforms. The key to digital and multimedia marketing is content prepared by a third party expert that can build more trust than if it came from a corporation, according to Edelman Public Relations Index studies.
Synchronizing customized brand content can also help deliver more leads, target minority auto consumers with culturally relevant information, save costs by making multiple use of one ad buy, and provide measurable long-term results for future marketing and other communications.
According to Payton, “companies start all over each time they launch a new vehicle, when they can build an audience of minority consumers to which they can communicate to about all their products and services.” Often, advertising agencies have to work with separate vendors on a single marketing initiative, especially since multicultural budgets are much smaller than general market budgets, despite the fact that minorities purchase one-quarter of all new vehicles annually, according to R.L. POLK.
Decisive Media also helps companies to find exclusive African American and Latino events to align with their brands and to offer vehicle displays and ride and drives. In addition, Decisive Media will provide event management services to assist event organizers meet the goals of the automaker.