Auto marketers get personal in their appeals

摘要

Automotive marketers are getting personal. That's the goal in a marketing arena where digital venues and spending are growing. Reaching consumers with personalized appeals where they live and play - without wearing out the welcome - is one of today's biggest challenges, a panel of marketing executives told the Automotive News World Congress here last week. "The challenge is getting the right message to people at the right place and time," said Maureen Bickford, Cadillac national advertising manager. "People have an amazing ability to tune it all out and not pay attention to any of it."