Find out how this ebusiness marketing and content leader is taking advantage of consumer-generated media.
Todd Riley is ebusiness marketing and content leader for Volkswagen. In that role, he is responsible for all Volkswagen brand emarketing and content on B2B, B2C and B2D websites for the United States and Canada.
iMedia: With P&G's recent announcement that it's pulling some dollars from network TV, and ZenithOptimedia's new predictions showing internet advertising increasing, it seems "spray and pray" is starting to feel some pressure. Is this a good thing for interactive marketers? Has it opened some budget for you?
Todd Riley: Most definitely, although I don't like to think of it as an advantage for interactive marketing as much as an advantage for efficient marketing plans in general. The online space is not all grown-up yet, but it's getting real close and at Volkswagen we are considering it a true contender to deliver on all communication objectives.
iMedia: Following up on that, how has the media mix changed for you over the last few years?
Riley: Two years ago Volkswagen was spending less that two percent online, and in recent launch campaigns we have seen up to 20 percent of the mix online.
iMedia: What was your most successful online or integrated campaign recently and what made it successful?
Riley: Ask me in a few months, but our recently launched Passat campaign was developed with Arnold, MediaCom and Beyond Interactive working together to focus on objectives leaving budget allocations out of the equation. The result has been different mixes and different launch philosophies than we have seen in the past. Preliminary results are looking very good.
iMedia: What do you think is the greatest benefit of online advertising? The ability to measure? Precisely target? Gather data? Something else?
Riley: It varies greatly dependant on your product and objectives, but for the automotive space:
- Targeting
- It provides a seamless message extension though interaction -- consumers can find as much information as they need on our products, company or brand essence with a simple click.
- Measurement
- Data gathering
iMedia: Is there a "killer app" for you? What is it (email, search, advertising on certain sites, integration of advertising)? Why do you believe that works for your company/product/service?
Riley: Behavioral targeting is the hot spot for us right now, it let's us reach in-market consumers in non automotive cluttered places.
iMedia: So you are doing behavioral targeting now?
Riley: Extensive, but that is all that you are going to get out of me...
iMedia: What still frustrates you most about online advertising? What can be done to improve the situation?
Riley: Impression-based pricing. What is an impression? How do I know when an impression has really been served? How do I get accurate frequency levels?
We need more performance-based pricing and better control of page load patterns.
iMedia: What's the next big thing and how will it affect you?
Riley: We are having a lot of "big things" at VW these days, it's hard to tell...
iMedia: Are you being affected by any consumer-generated marketing (CGM) -- blogs, user groups, etc.? Are you using any blogs or other social networking tools to market?
Riley: We always show up in different venues with our owners/enthusiasts talking about product news and issues. Top Volkswagen management has actually participated candidly in enthusiast forums, which has been received well. We realize that we must respect the nature of these beasts and that a "corporate" podcast or blog with "corporate" content is far from the answer. We will be there, but we want to do it right.
iMedia: What's the key for having a successful relationship with agencies?
Riley: Start at ZERO, stick to concise, high level objectives and don't over strategize (none of us are that smart). Honest open communications from the get go. Harness your opinions and only let the ones that really matter through -- too much feedback numbs creative minds. Encourage and champion ideas from everyone; creatives are far from the only creative ones.
iMedia: Have you done much with wireless, iTV or other emerging mediums?
Riley: A few small programs, but we are gaining our knowledge and opinions to get more serious.