MERCADEO Versión en español
Robert Rosenbach of The Lincoln Motor Company: We love to engage with our audience through social channels
5 de julio de 2016
Robert Rosenbach
For Robert Rosenbach, Consumer Marketing Manager at MKZ Lincoln, the Hispanic market continues to be a key target with an increasing loyalty, particularly in Florida. He shared with PRODU that digital strategies are key to reaching this audience.”People are currently having most of their conversations on social networks. As a brand, we want to be a more active member within this community in order to be part of conversations about topics that concern us most and to write our own history. It’s not only about being there, but being active. As a more personable brand we chose to participate, inform and interact through these social channels.”The Lincoln Motor Company continues to take advantage of all channels to better serve its target consumers. “The use of earned and paid media is part of our market penetration plan.”Lincoln stocks in the Hispanic industry increased 30%,compared to its 3% gain in 2015. “This market continues to be a key audience for Lincoln. When launching the new Lincoln MKZ and the new Lincoln Continental sedan, we found that Hispanics have been choosing Lincoln for reasons similar to those of the general market: exterior design, quality-price relation and drive appeal.”
