Acura Marketing Campaign Analysis

One of the most important factors of marketing is being able to reach the target market. In order to better reach the millennial target market, Acura is now focusing on a music-driven social media marketing campaign that “expresses the energy of the sporty ILX sedan through sound.” The Acura marketing campaign utilizes social media to achieve various web objectives, which include creating awareness, generating interest, and creating buzz. One of the social media websites utilized to market the new Acura music-driven campaign is YouTube. According to the textbook, “What makes YouTube so effective for marketers is the ability to use the site as an advertising medium or as a search platform. Marketers can post videos of their products …show more content…
As mentioned in the textbook, “Advertising on the Web can be useful in creating awareness of an organization as well as its specific product and service offerings” (Belch & Belch, 2014, p. 500). Through various advertisements, including commercials and marketing on social media, Acura is able to create awareness of the company in general as well as of the sporty ILX sedan. Acura plans on reaching out to the millennial target market through sound-driven campaign, however, they have also taken into consideration that one of the best ways to reach out to them is through online advertisements. By taking various factors into consideration and developing a marketing campaign based on that, Acura is able to create awareness to the millennial target …show more content…
Creating buzz is described in the textbook as, “The viral nature of social networking and other sites makes them attractive to marketers intending to spread the word and use word of mouth” (Belch & Belch, 2014, p. 501). Not only does the company use social media sites such as YouTube and Tumblr to create buzz, but they also use celebrities. For instance, since the main focus of the marketing campaign is to make it “music-driven,” the singers and musicians for commercial also promote the car and the songs. In the AdAge blog, they mention that the company and the artist have been marketing the songs on social media. By all these various ways of “spreading the word” about the songs that relate back to the sporty ILX sedan, Acura is successful in creating buzz. In essence, Acura’s marketing campaign achieves web objectives through the use of social media. By utilizing social media, such as YouTube and Tumblr, Acura was successful in creating awareness, generating interest, and creating buzz about the Acura sporty ILX sedan and the company in general. Acura was also successful in reaching out to the millennial target market through the use of a music-driven marketing

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