We all know that Ford Motor Company was the only american automobile company of the “big 3″ that didn’t take government bailout money and a recent article in the New York Times says that Ford will have more cash than debt by the end of 2011. So how is it in a day and age where the automobile industry has taken such a hit, that they are able to not just sustain their business, but actually turn a profit? Their ability to exceed the expectations of their consumers in both design and functionality of course contribute to their success but I think there could be more to it than that alone. You see, Ford “gets it” when it comes to marketing in our world today. Marketing in today’s world is no longer about running the coolest tv commercials and having the sleekest magazine ads. It’s about becoming a part of the online conversation that millions of people are now a part of every day whether it be on their work computers or out and about on their iPhones.
Go to the Ford.com website and you’ll see exactly what I mean. From social media links throughout the homepage to the YouTube video where they compare their 2011 Fiesta to a Lamborghini (genius); they are the perfect example of a company embracing the Web 2.0 platform that is the new age of marketing today. Scroll to the bottom of the page and you’ll see links to their Twitter, Facebook, YouTube, Flicker and Delicious pages; all of which Ford has a substantial presence on to market and communicate with all of their consumers.