This event is held once a year. Since there is so much tumult in the automobile industry right now, it is interesting to note how different firms plan to stay in touch with their potential, and current, customers.
Automakers are embracing a wide range of new media options as part of their tactical marketing mix.
For example, Google conducted a study that showed searches for automotive content combined with a search for video increased by 237%. Video is a great fit for the automotive category because they can engage sight, sound and motion which shows their products to great advantage--however, they can create content that is part of a longer form than the traditional 30 or 60-second TV spot.
Consumers are--surprise--wary of advertising messages delivered via traditional media methods.
Nine of 10 consumers trust other consumers for information. They connect via social sites and blogs to uncover recommendations and reviews. They trust peers, not pushed content. A passionate user community is the dream of all marketers.
Susan Thomson, Director of Media at Chrysler, said it best, "Follow your audiences."
I wonder what differences there will be in the automotive industry by the time this conference takes place next year.