Chevy’s CMO: Traditional To Build The Brand; Digital To Reach The Buyers;

Harris Diamond, Chairman & CEO, McCann Worldgroup on left interviewing Tim Mahoney, Global CMO Of Chevrolet

Harris Diamond, Chairman & CEO, McCann Worldgroup on left interviewing Tim Mahoney, Global CMO Of Chevrolet

When most Americans are only ready to buy a car every three to six years, running ads on TV or in traditional media pushing an immediate purchase is largely “tone-deaf” for an audience not ready to hear. Enter digital media, as a solution.

Digital, in contrast to broadcast and traditional media, allows marketers to reach consumers when they’re in the process of buying, doing research or seeking more information, said Tim Mahoney, CMO, Global Chevrolet & Global GM Marketing Operations Leader for General Motors.

Mahoney was speaking at the 4A’s Transformation conference today — the annual gathering of the American Association of Advertising Agencies.

Traditional, of course, has its role — of building the brand for when the consumer is ready to buy. Mahoney’s goal is to move more people along to thinking “next time out,” if they’re not already Chevy owners, to consider it in the future.

A live blog of his interview is below:

Related Topics: Channel: Strategy | Live Blogging

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About The Author: is Founding Editor of Marketing Land. He’s a widely cited authority on search marketing and internet marketing issues, who has covered the space since 1996. Danny also serves as Chief Content Officer for Third Door Media, which publishes Search Engine Land and produces the SMX: Search Marketing Expo conference series. He has a personal blog called Daggle (and keeps his disclosures page there). He can be found on Facebook, Google + and microblogs on Twitter as @dannysullivan.

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