While Chrysler may be going through bankruptcy, and being run by the Obama administration, it did have very successful internal marketing strategy brewing. They had formed an internal advertising agency called Organic. Driven by the idea that data generated from the Internet can be tracked,
Chrysler’s digital marketing agency, Organic, has designed a “media modeling” system that helps the company calculate the best ways to allocate its marketing dollars. The modeling proved very successful, predicting “Jeeps” 2008 sales within 1 percentage point.
Dealerships have been hit hard, online advertising spending has dropped some 30-40%, but for those dealerships that are still around, they should strongly consider keeping their online advertising budgets up. Chrysler’s agency “estimates that about 70% to 80% of consumers research vehicle purchases on the Web.” In a tightly competitive market, local online advertising for the dealerships is a must.