The recession was a blessing for digital marketing, says Ford’s Jim Farley

Article by Christian Andrei, on August 29, 2010

The recent financial crisis has led to the creation of new opportunities for digital marketing, according to Ford marketing boss Jim Farley who spoke at the Advertising Age Digital Conference. He said that in this kind of economy, everything would have to work.

He claims that if the economy didn´t make a dive then everyone wouldn´t have been able to experiment the way that they have. He said further that Ford's production quality online has been better than its broadcast.

Farley, who is Ford's group vice president of global marketing, regards the experimentation that he mentioned earlier to be the democratization of marketing and that it is actually the most important transition the company is making.

Ford, which has long advocated for the turning over of the brand to consumers, has brought this belief not only to the digital space but through its TV spots as well.

Many have given the TV spots that featured real Ford owners plenty of positive reviews. Farley said that with these customers telling their stories, the company has earned credibility.

Farley said that Ford is also rethinking the manner that it approaches media planning. He said that the upfront media buys have left him feeling that there is something not quite right about spending huge money on traditional broadcast media just to get frequency.

Topics: ford, marketing

If you liked the article, share on:


Login or Create new account to add a comment!


Most of you may have heard or already have one of those autonomous home appliances doing the house chores. Thus, it’s not anymore unusual to see a car going places...
by - October 20, 2016
Mini has just provided the world with a preview of its first hybrid model that employs petrol-electric power to propel its wheels. Derived from the second generation of the Mini...
by - October 20, 2016
For the second time in three years, German driver Marco Wittmann of BMW Team RMG reached the summit in the DTM Drivers’ Championship. Even though Wittmann only secured a fourth...
by - October 20, 2016
The recent motor show has given us a lot of promising vehicles to look forward to for the time being. After we caught a glimpse of the future of motoring,...
by - October 19, 2016
Almost immediately after its launch, car designers have rendered their own adaptations of the new BMW 5-Series (G30). It’s just how it goes. Most folks with very creative minds couldn’t...
by - October 19, 2016