MODERN MARKETING PLATFORM

Mazda Core Ad Plan is designed to support the entire customer journey, from conquest and acquisition to loyalty, retention, and ownership. By integrating the journey across all Mazda properties, from MazdaUSA.com to Dealer Websites across, and activating across Demand Generation and Demand Capture, Mazda Core Ad Plan supports developing a unified view of the customer across tiers and coordinating marketing activities to best suit the customer’s needs. Mazda Core Ad Plan prioritizes an audience-first strategy, that is data driven. In-program dealers will receive a custom media plan that is right-sized for their business, market opportunity and factors in co-op availability.

INDUSTRY-LEADING RETAIL CUSTOMER DATA PLATFORM

With the ever-changing marketing landscape, and specifically the challenges that are already emerging due to data deprecation, brands, businesses and marketers must better leverage their first party customer data and reduce dependencies on third party data sources. For decades marketers have heavily leveraged third party data to build better, more efficient marketing. But for the last 3-5 years, major forces of data deprecation have emerged:

1. New consumer privacy legislation, like CCPA and GDPR, impact advertisers’ ability to track and store data
2. Changing consumer behavior to opt out of third party tracking and data storing via ad blockers, do not track permissions or clearing browsing histo​ry
3. Browser and operating system restrictions, such as Apple ITP, Firefox ETP or MAID restrictions, impact identity-based marketing
4. Walled gardens, such as Amazon, Facebook, or Google, are all closed ecosystems that restrict data extraction and tracking, impacting insights access and marketing planning capabilities

With all these challenges at hand, brands need to begin building their first party data ecosystem and investing in systems and technologies that allow them to maintain, nurture and expand their current and prospective customer set. One way companies are doing this globally is by investing in Customer Data Platforms – and Mazda is doing the same with both a Corporate CDP and a Retail CDP.

The Retail CDP is the engine that drives Mazda Core Ad Plan. This new technology platform aggregates data across various digital entities such as your Dealer Website, Digital Tools such as Digital Retailing, Messaging or Trade In, Leads, and exclusive Mazda data to track customer engagement with Mazda and to create a single view of the customer. Then through audience segmentation technology and exclusive integrations with specific media and marketing platforms, participating Dealers can take action on this rich first-party data to enhance their media campaigns and marketing communications.

The Retail CDP helps Dealers and Mazda better understand who their customers are, where they are in their journey, their shopping interests and intent, and their propensity to purchase. The Mazda Retail CDP enables data integrations that are unachievable outside of the Mazda ecosystem. It allows Mazda and participating Mazda Dealers to activate on first-party data and better coordinate with fellow Dealers and Mazda Tier 1 media plans. This maximizes efficiency, allowing for increased investment in alternative channels/tactics, and it delivers a more seamless customer experience.

COORDINATED MEDIA

As a single, comprehensive marketing platform, Mazda Core Ad Plan brings coordinated planning, activation, and holistic measurement to all participating Mazda Dealers. Coordinated media planning and activation is facilitated through a consistent approach, wherein each dealer’s opportunity is assessed, and a comprehensive media plan is developed to address their opportunity. Media tactics are coordinated across Demand Generation and, Demand Capture. Then, audiences powered by the Retail CDP are pushed to applicable media campaigns to ensure certain customers are prioritized with specific media tactics based on where they are in their journey. Guardrails on messaging, tone, offers, etc. are implemented to ensure the right message meets the right customer at the right time.

SUPPORT ACROSS ALL RETAIL PROFIT CENTERS

Mazda Core Ad Plan is a holistic solution with media plans and owner communication campaigns covering New Car Sales, Mazda Certified Pre-Owned and Aftersales (Service, Parts, Accessories). Expanded and enhanced creative resources have been developed to support the needs across all Mazda Core Ad Plan campaigns.

CENTRALIZED RESOURCES & REPORTING

The Mazda Core Ad Plan Hub on One Mazda is a one stop shop for all resources and reporting including program information, FAQs, training resources and videos, and most importantly, access to the Mazda Core Ad Plan Performance within the Mazda Digital Analytics Dashboard (MDAD).

Enrollment in Mazda Core Ad Plan program is simple. We’ve integrated the enrollment into one location and streamlined the process with a one-time, perpetual enrollment.

Mazda Core Ad Plan reporting has been integrated into a single Analytics Dashboard which allows you to view performance for Demand Generation, and Demand Capture daily and in a single location.