Mazda's digital marketing plan targets tech-savvy 20-35 year olds through a campaign called "My Mazda Memoir" that shares personal stories of Mazda owners on Pinterest and mobile apps. It will utilize social media like Pinterest and Facebook, mobile ads on popular apps, and Google AdWords with Mazda-related keywords to spread stories, drive traffic to Mazda's website, and inspire car purchases over 12 months for $85,000. Success will be measured by increased social media engagement, website traffic from AdWords, and analytics showing campaign effectiveness.

1. MAZDA
DIGITAL
MARKETING PLAN
Rebecca Stolarsky

2. Mazda Facts
 Manufacture and sell passenger cars and
commercial vehicles
 Founded in 1920
 Headquarters located in Japan
 Principle Products Include:
 Four-wheeled vehicles
 Gasoline reciprocating engines
 Diesel engines

3. Challenges
 Mazda faces stiff competition in the U.S.
market. Competitors include:
 Ford
 Dodge
 Chrysler
 Japanese automakers like Mazda have not
fully recovered from the supply shortage from
last year’s earthquake and tsunami

4. Target Market
 Ages 20-35
 Single students & young professionals
 Tech-savvy, early adapters, smartphone users
 Almost 44 percent of Americans are smart
phone owners, and therefore, utilize smart
phone apps

5. Digital Theme
 My Mazda Memoir
 Utilizepersonal stories from Mazda owners and
Mazda enthusiasts as a means to encourage
others to buy a Mazda
 Implement Pinterest to organize a “forum” for
Mazda users
 Incorporate mobile advertising on popular
smartphone apps that show Mazda Memoirs to
encourage more Mazda purchases

6. My Mazda Memoir: Social Media
Guerilla Marketing
Utilize Pinterest as a new social media site. Since
the outlet is quite new, very few brands have tapped
into this social network. Other sites like Facebook
and Twitter are also vital to this campaign’s success
 Kotex found 50 “inspiring” women via Facebook
accounts and searches through Pinterest. After
selecting the lucky 50, the brand sent virtual gifts
to each one of the individuals. If the recipient
pinned the virtual gift, she would then get a real
gift in the mail based on something she pinned.
 By creating a similar campaign to Kotex, Mazda’s
target market will gain social interaction with the
company, and may become potential buyers.

7. My Mazda Memoir: Mobile
Advertising
As mentioned earlier, nearly 44% of our
population are smartphone owners, and
therefore utilize smartphone apps. Mazda must
take advantage of mobile advertising.
 Popular apps include Angry Birds, Pandora,
and Amazon
 Mazda should focus their mobile advertising
campaign on buying ad space on these sort of
apps

8. My Mazda Memoir: Google
AdWords
Utilize Internet Marketing as a means to target
audiences searching with “Mazda-specific
keywords.”
 Use Google AdWords to share personal
stories about Mazda enthusiasts to inspire
search-engine users
 Mazda key phrases include:
 Diesel
engine
 Zoom Zoom
 Gas Reciprocating Engine

9. Evaluating Success
 More followers and unique visitors on social
media outlets
 Increased traffic on Mazda website (via
Google AdWords campaign)
 Measure success utilizing Google Analytics on
various Mazda sites

10. Approximate Budget & Timeline
 Total Budget: $85,000
 Social Media Campaign (general): $10,000
 Social Media Campaign
(Pinterest Guerilla Marketing): $30,000
 Mobile Advertising: $3,000
 AdWords Campaign: $8,000
 Other Advertising Needs: $31,000
This campaign is budgeted for one year. Seasonal
peaks will occur during the holiday season (November-
December).