Jumpstart Automotive Group

Effective [i-fek-tiv] adj: Producing a decided, decisive, or desired effect.

Efficient [i-fish-un nt] adj.: Productive of desired effects, especially productive without waste.

In business, effective means, increasing sales, increasing marketshare, improving margins, growing profitability, winning in the marketplace. Efficient means doing it at lower cost. The key point is that you can’t be efficient unless you’re first effective.

Today’s automotive market is undergoing multiple game-changing disruptions. It’s not too difficult to see the challenges and get caught up in all of the problems, but I see these shifts as strategic opportunities for auto brands. Why? Quite simply, most brands have become overly dependent on incentives and broadcast media. The things we are experiencing today demand absolute clarity in branding and a laser focus on communicating with the right audience.

We need to be less concerned with building optimal reach and frequency plans, with driving down CPMs, with growing share of voice, or optimizing our incentive spend. All of these are actions aimed at improving our efficiency. What we need to focus on is building effective marketing programs that are crafted to deliver the right message. Each message must explain who the marketer is, what they stand for, and why they deserve consideration.

Driving Interactive is all about reaching the right audience at the right time but let’s not forget about what we want to tell them.