David Ogilvy Would Have Killed it in Social Media

Mr. Ogilvy created one of the largest and most respected advertising agencies in the world. He was the master story teller. It was always about the experience and creating an emotional connection.

He stressed that marketing and product teams work together to create a story for the user. In his mind, the effective story teller creates engagement and interaction. And it takes creativity to drive that interaction. And keep in mind, David Ogilvy said this back in the early 1960’s. He passed away in 1999 and never even experienced the socially connected movement we’re struggling through right now.

Look to the past to learn serious lessons from the masters of story telling and creative marketing. They got it before it was even a necessary element of today’s marketing messages. So why is it missing from our branding and messaging today? He was trying to create interaction with products even before it was possible and the consumer’s only interaction was via print, radio and TV.

How important is the creation of high quality content that creates personalized interaction with shoppers? Here’s a powerful example of the changing marketing landscape. Nike has reduced it’s US based TV and print advertising budget by 40% over the past three years. Their massive ad budget of $2.4 billion has been slashed and over $800 has been reallocated to non-traditional ad channels. Plus, Nike is also trimming nearly $100 million in sponsorships and other traditional media buying efforts. This budget shift is allowing for more targeted online marketing campaigns and a bigger presence within the social channels to create even more personalization.

An Econsultancy study from 2013 stated that 55% of global marketers are slated to increase digital marketing budgets this year while 39% have already committed to shifting their spending from traditional media to digital channels.

Is your dealership delivering the message of unique value? Is it telling automotive shoppers an engaging story across multiple communication channels – and devices? Today’s successful brands must create positive customer engagement to extend their reach and drive more traffic to their online and offline properties.

Think like Mr. Ogilvy and tell a great story.