Today on CBT News, John Fitzpatrick, CEO of Force Marketing, joins the show to reflect on marketing in 2020. He also looks ahead to what marketing trends can be expected in the new year. Force Marketing is an automotive industry leader in providing targeted, trackable, and technology-driven marketing solutions.
To get right into the interview, skip ahead to the 16:25 mark to get the real story for 2021.
Fitzpatrick begins the conversation by providing perspective on the lessons learned during 2020. He says that the big takeaway for the automotive industry was the focus on ad dollars cost per unit sale. This metric has been at the forefront of Force Marketing and its clients throughout 2020.
Fitzpatrick says that ad dollars cost per unit was historically low. He says that many automotive advertisers have been spending way too much for far too long. While 2020 saw cut-backs on advertising dollars spent, Fitzpatrick believes smaller ad budgets could become the new normal.