A digital strategy for Chevrolet, an American automotive brand.

1. Chevrolet
A Digital StrategyA Digital Strategy
Jordan Stokes

2. How Do You See Your Chevy?

3. Internet Marketing: Targeting the Audience(s)
• Visuals
• Ticketmaster, Ebay, Amazon,
StubHub, CNN, ESPN,
• USA Today, CBS
• Commercials
• Sales
Middle-class Workers, Men, and Families
Information from General Motors

4. Social Media
• Engage with audience
• Visuals
• Twitter, Facebook, Instagram, and YouTube
o Audiences with wide interests
o Click through to a website advertising method
o Clicks Per Engagement (CPE)
• LinkedIn
o Middle-Class Workers

5. Mobile Strategy
• Competition
o Mobile Experience
• Improvements
o Accessories
o Vehicle page

6. Big Idea
• Content Offers
o “Receive emails and the best offers…”
o “Test drive…”
• Simple content with compelling visuals
• Be personable
o How Do You See Your Chevy?

7. KPI Metrics and Analytics
• Clicks
• Engagement
o Revisits
o Time spent on site
• Follow the sale
o Visits to a dealership location page
o Visits to a vehicle type page
o Who actually ends up driving to the store and making a
purchase?
?

8. Budget
• 2012
o GM $1.83 Billion
 Chevy ~$1.1 Billion
 Other Brands ~$732
Million
• 2015
o GM ~$2 Billion
 Chevy ~$1.2 Billion
 Other Brands ~$800
Million

9. Ad Campaign Budget
• Technology Therapy Group:
There is an ideal length of time to run a multi-channel marketing campaign,
and that ideal length is 45 days. 45 days is slightly more than 6 weeks, which
research has proven is approximately how long it takes any of us to develop a
habit or learn a piece of information so profoundly that we’re able to retain
and recall it later. (Shaheen)
• 45-60 days
o ~$204 Million (16% of Chevy’s yearly advertising budget)
How Do You See Your Chevy?

10. Sources Cited
• "General Motors | Investors - Sales | GM.com." General Motors | Investors -
Sales | GM.com. General Motors, 03 Nov. 15. Web. 14 Nov. 2015.
• "UPDATE 1-GM's Chevrolet Consolidates Global Ad Budget." Reuters.
Thomson Reuters, 27 Mar. 2012. Web. 14 Nov. 2015.
• Shaheen, Jennifer. "Multi-Channel Marketing: How Long Should Campaigns
Last?" Technology Therapy Group How Long Should MultiChannel
Advertising Campaigns Last Comments. Technology Therapy Group, 12 Jan.
2015. Web. 14 Nov. 2015.