Chevrolet ad director says digital world will be key in brand’s future marketing strategies

Chevrolet Advertising and Promotional Director Molly Peck As the marketing starts rolling out for new Chevrolet vehicles ranging from the 2014 Spark EV to the all-new Corvette Stingray, don’t be surprised to start seeing more custom Chevy content delivered on everything from iPhones to laptops.

Molly Peck, Chevrolet’s director of advertising and sales promotion, says digital platforms will become an even bigger part of the company’s marketing strategy to reach consumers.  

The GM marketing exec wouldn’t provide any specific details on the carmaker’s future plans for digital marketing initiatives.  

However, Chevy is clearly looking to ramp up its online promotional efforts as evident in the recent announcement that the company will return to advertising on Facebook with mobile-only ads to promote the new Chevrolet Sonic, after nixing the strategy last May.

From the growth of social networking platforms to an increase in viewers of webisodes, Peck says the digital world has become too big for any company to ignore.  

“There is so much technology you can’t escape it,” says Peck, who was appointed to her position last October.  “Most importantly, it’s changed the way we need to reach consumers because they have so many more different ways of consuming media than they’ve had before.”

A video posted on YouTube by Chevy for the new Corvette Stingray published by Chevrolet a few weeks after the car’s official unveiling in Detroit has already pulled in close to three million views, even though it’s only 28 seconds long.

2014-sparkev-model-overview-technology-cnt-well-1-648x316-03The promotional strategy for the new Chevy Spark EV, which goes on sale late this summer, will likely include even more digital initiatives considering the vehicle’s target audience of young technology driven potential car buyers.  

Peck says the different type of digital devices that people now use requires a different type of interaction to reach consumers.

“With mobile devices people are more likely to be using them while shopping,” says Peck, who also worked on the marketing launch for the Volt. “They are on the go, maybe see something on the street or at a dealership shopping and will go online on their mobile device to look for information on a car or vehicle configuration.  On the other hand, when you’re on your tablet or your laptop at that point you might be consumer information more as entertainment and things that are more engaging.”   

Peck also noted technology that can use a person’s zip code to assess what type of vehicle that person might be interested in for customized TV ads as another important part of Chevy’s digital marketing strategy. 

Features

Cities looking to get smart take a lesson from an iconic shopping mall

From Disney World to the Mall of America, public venues are becoming microcosms for smart city projects. We dove into both, to show what government officials can learn – and what you can expect from your city.
Mobile

5G’s arrival is transforming tech. Here’s everything you need to know to keep up

It has been years in the making, but 5G is finally becoming a reality. While 5G coverage is still extremely limited, expect to see it expand in 2019. Not sure what 5G even is? Here's everything you need to know.
Product Review

Ford’s reincarnated Ranger feels like a car that does everything a truck can do

The 2019 Ford Ranger aims to be a tool for weekend adventures, and goes head-to-head with midsize pickup trucks from Chevrolet, Honda, Nissan, and Toyota. Ford hasn’t sold the Ranger in the United States since 2011, so it has to make up…
Computing

Here's our guide to how to charge your laptop using a USB-C cable

Charging via USB-C is a great way to power up your laptop. It only takes one cable and you can use the same one for data as well as power -- perfect for new devices with limited port options.
Cars

What’s next for in-car entertainment? Audi believes it knows

Audi is bringing two technologies to CES 2019. The first turns a car -- a luxury sedan, in this case -- into a drive-in movie theater. The second is presented as a new entertainment format that turns the journey into the destination.
Product Review

The all-new 3 Series proves BMW can still build a compelling sport sedan

Seat time in the entry-level BMW 330i ($41,425) and M340i xDrive ($54,995) will test the German automaker’s commitment to driving dynamics, powertrain refinement, and cutting edge technology.
Emerging Tech

Awesome Tech You Can’t Buy Yet: Booze-filled ski poles and crypto piggy banks

Check out our roundup of the best new crowdfunding projects and product announcements that hit the web this week. You may not be able to buy this stuff yet, but it sure is fun to gawk!
Cars

California wants all-electric public bus fleet on its roads by 2040

California approved a regulation that targets an all-electric public bus fleet for the whole state by 2040. The effect of the full implementation of the regulation is equivalent to taking 4 million cars off the road.
Cars

1,000-mph Bloodhound supersonic car project finds a last-minute savior

The Bloodhound supersonic car (SSC) project has found a buyer. The project was going to be disbanded after running out of funds, but its assets were purchased by British businessman Ian Warhurst.
Cars

Ford’s prototype Quiet Kennel uses noise-canceling tech to keep dogs stress-free

Ford is ending 2018 by venturing into the doghouse market. The company's European division has built a kennel equipped with active noise-canceling technology and soundproof walls that help dogs sleep through fireworks.
Mobile

Car-branded phones need to make a U-turn if they ever want to impress

Your car and your smartphone are becoming one, yet smartphones branded or co-created by car companies are a problem. We look at the history, some examples of the best and worst, then share hopes for the future.
Emerging Tech

Self-driving dirt rally vehicle offers crash course in autonomous car safety

Georgia Tech's AutoRally initiative pushes self-driving cars to their limit by getting scaled-down autonomous vehicles to drive really, really fast and aggressively on dirt roads. Here's why.
Cars

The best compact cars pack full-size features in fun-size packages

The best compact cars on the market rival their counterparts in many ways, proving that bigger isn’t always better. Here, we've rounded up some of the better options available, including an SUV and an electric alternative.
Cars

Lincoln revives its coolest-ever design feature for limited-edition Continental

The 1961 Lincoln Continental became a design icon thanks to center-opening "coach doors" (also known as "suicide doors"). Lincoln is bringing those doors back for a special edition of the 2019 Continental.