Marketing Week
Automotives - Special Reports
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Retail media: opportunity rises for online retail media
8 December 2011
Debate is raging as to whether online retailers should build their websites around point-of-sale presence for partner brands or focus on their own communications.
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Engagement strategy aims to take long-term interest rates higher
10 February 2011
When Honda launched the UK’s first TV ad that links to an iPhone app, the car maker sent a clear signal that the focus of its marketing strategy has moved from driving sales to increasing engagement.
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Event backers drive audience participation
6 January 2011
Event sponsorship is as much about long-term audience engagement as it is about a brand raising its profile during a show or tournament.
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Fading star on the road to recovery
8 July 2010
Mercedes-Benz hopes its ’the best or nothing’ brand repositioning will help the struggling automotive giant attract younger, affluent consumers and meet an ambitious 1.5 million unit sales target. By Guy Bird
