Digital isn't just for teenagers, says auto-industry execs

01/13/2012 | Advertising Age (tiered subscription model)

Automakers are getting serious about digital advertising and social media campaigns, said industry marketing chiefs gathered at the North American International Auto Show in Detroit. Executives from Ford, Audi and Mazda said that mobile and social campaigns now formed a key part of their marketing strategies, with Ford's Jim Farley saying it's a "complete myth" that digital only reaches a younger audience. "This is not a bunch of teenagers hanging out in Starbucks but real people spending real money to buy expensive cars," said Audi Chief Marketing Officer Scott Keogh.

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