The decision to focus marketing efforts on brand awareness or lead generation can feel like a constant wrestling match. In the auto industry specifically, the economic impact of the pandemic triggered brands to focus more (or only, in many cases) on lead-generation campaigns to achieve short-term marketing objectives and navigate the uncertainty. Only pinpointing a group of individuals who are willing to exchange their contact information without expanding the audience size through awareness campaigns is destructive on the long run.
Actually, stating this right now to auto clients with supply chain disruption and liquidity issues sounds only like preaching. The practical challenge became
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