GM will resume advertising on Facebook, nearly a year after it ceased running ads on the social network.
The return to Facebook will also bring with it some new marketing strategies, as Automotive News reports. Chris Perry, Chevrolet’s head of U.S. marketing is quoted as saying
“Today, Chevrolet is launching an industry-first, ‘mobile-only’ pilot campaign for the Chevrolet Sonic that utilizes newly available targeting and measurement capabilities on Facebook.”
The issue of targeting and metrics is significant. As previously reported on TTAC, GM had expressed concerns regarding the efficacy of Facebook advertising. Simple tools like third party tracking apps for Facebook ads were not allowed on the social network, something that rightly aroused concerns from many marketers. While Facebook briefly allowed them as a beta project, the program was quickly shuttered – sources say that this was because it proved that Facebook ads weren’t really effective.
Word is that former CMO Joel Ewanick had the right idea about Facebook. Rather than emulate Ford and blindly chase meaningless online metrics like “impressions”, Ewanick took a critical view of many online marketing programs and questioned what kind of ROI they brought GM. But we also hear that the current crop of marketing guys are desperate to scrub any remnants of Ewanick’s legacy at GM, and the astute stand on Facebook marketing is a casualty of that. Perhaps things have changed at Facebook and their clients are more empowered with regards to transparency. Or maybe GM has decided to go down the typical road and use Facebook just because everyone else, and they don’t want to be left in the cold.