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

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.