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.