Japanese auto-giant Honda has been a strong name in the global automobile fraternity. Reportedly, Honda dealers have been endorsing factory plans to increase the next year spends on digital advertising. The plans were spoken about in detail during the 2014 Honda Dealer Advertising Conference that was held June from 24th - 25th in Las Vegas.
Honda and Acura have reportedly come up with new guidelines that prevents dealers from competing with the factory for same ad positions that appear on Google search results. As per sources who have attended the event, the ad budget of about 18% this year has been raised to 24% for the next year. Print and Radio spending would remain at 2%, whereas TV ad spends have brought down to 72% for the next year as against 78% this year.
Jessica Howell, Honda Spokeswomen has declined revealing plans for digital advertising stating that details on documents and conference are confidential. Sources from the industry agree on this decision to hike up the digital budget as more than 90% of car shoppers compare and research for cars online.
Reportedly, at the conference executives from both Acura and Honda have worked on a new strategy wherein dealers and associations have been asked to refrain from bidding for five specific phrases of each brand that shall be left out exclusively for the factory. With this new move the demand and sales for vehicles under Honda's branding is expected to scale new heights.
Source: AN
