Ford will spend 25% of marketing budget on online advertising and social media

By Branko Brkic 19 October 2009

Ford Motor has navigated its way pretty shrewdly out of the 2008 trouble so far, unlike GM and Chrysler, avoiding bankruptcy, wrestling concessions from unions and having a slightly more cheerful outlook than the rest. And now Ford is coming out with radical new distribution of its marketing budget, with a full 25% dedicated to online and social media, compared to 9% for the rest of the industry. The move is brave, but also prescient. Their experience from online and social networking media, Fiesta Movement, started long before the actual cars were launched. According to Ford, the campaign produced 11 million social networking impressions, five million engagements on social networks, 11,000 posted videos, 15,000 Tweets and 13,000 photographs. With results like those, Ford’s latest budgetary move comes as no surprise.

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