According to MarketingWeek, Toyota has put a plan in place to bring marketing automation in-house in order to improve its efficiency and cost-effectiveness. The marketing automation project will allow the company to not only know what type of message to send each individual on a personal basis, but when to send it as well. Quoted in the article, the Marketing Director at Toyota states that:
“When we develop now, a campaign has hundreds of assets which are very much targeted depending on the channels. In a very simplistic way the primary intention with this campaign is to go broad on TV but eventually to narrow over the life cycle and go into more personalized channels and platforms."
While companies continue to spend a lot of money on traditional advertising such as TV and out of home, marketing automation enables companies to be more targeted and personalized in the digital space. I think it's particularly interesting that Toyota is bringing the marketing automation in-house given that a lot of companies who use those types of tools leverage external expertise in order to execute with more precision.
No comments:
Post a Comment