Marketing Daily: Spending more marketing dollars per vehicle than ever and facing an ever-more quickly metamorphosing media scenario, automakers need to be more cognizant than ever about what channels are working, and when to pull the plug on channels that aren't. In a new white paper, marketing firm Acxiom says that in order to keep abreast of launch campaigns, automakers must build flexible media optimization platforms into them. "We might recommend they redirect some of their direct mail and TV to search, email and display, which are on upward trajectories," it says. Read more!
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