LOS ANGELES — Once upon a time, automotive marketing executives spent lots of money on advertising but had little idea whether they were converting those eyeballs into buyers. The salespeople were generating the revenue.
But the Internet broke that, says Dean Evans, chief marketing officer for Hyundai Motor America. And now he’s the revenue chief.
Sitting in his office at Hyundai’s Southern California headquarters for an interview, Evans knows this assertion could ruffle some feathers. But he has the numbers to back it up. One example: data that tracks online shoppers from when they click on an ad offering a $50 gift card for a test drive until they sign the paperwork for a new Hyundai.
“It used to be the sales chief,” Evans says, “because the sales chief was in charge of when you came in, before the Internet, and he really had the power to convert you. The marketing guy is converting now, not the sales chief.”
He pauses. “As much” as the sales chief, he adds. “I’m going to get in…
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