Industry Contributor
29 Jul 2019 -
2 min read
Vauxhall boss: Nobody has saved a penny through digital marketing
By Paul McIntyre
- Executive Editor
Stephen Norman, group managing director of Groupe PSA UK brand, Vauxhall, says digital marketing has not saved money and is failing to track the buying journey for most customers (Marketing Week).
Key points
- Former group sales and marketing boss says “nobody has saved a penny” from diverting budgets into digital
- “You can track the 1 to 2 per cent of customers who do purchase online but what do you do for the other 80 to 90 per cent? Do you extrapolate that? It’s one hell of an extrapolation”
- Norman conceived ‘fully integrated solution’ while marketing boss that will roll out in 2021
- Says advertising needs better creative, not focus on fact
The automaker’s former group sales and marketing boss thinks digital advertising has not delivered on the promise and believes media agencies are being given too much money “without a clear idea of what RoI will be”.
While any manager should be asking questions of his own staff if they are failing to define RoI when signing off spend, Norman's comments continue the debate around vanity metrics and measurement - but not necessarily meaningful measurement.
