Ford Motor Company sees spending their ad dollars on Online Ads as a better choice. The article below ends with a statement of “If sales continue to grow after the Super Bowl and the company continues its successful marketing online it will be interesting to see who else drops their Super Bowl ads.”
While Ford may be able to look back at the history of Superbowl ad performance and compare that to this year’s ad spend, there are a few problems with the idea that if Ford is successful online, others should follow. I’m not suggesting buying a Superbowl ad is or isn’t the right choice… but, like so many things, it depends on the situation. I’m a huge believer in online marketing, with the improve tracking, and demographics, and Geo-targeting… it’s a great place to look for effective advertising. But other avenues may work well to… often in combination. A great Superbowl ad, with a call to action to “like” the company on Facebook, and be entered to win…. You get the idea. Beware of thinking what’s good for the goose is good for the gander.
Here’s a link to the article about Ford, from Search Engine Watch: