Dane Hansen

GOODYEAR Co.’s Digital Marketing Strategy

GOODYEAR’s Target Audience

GOODYEAR’s Big Idea(s)

• *Allowing the customers to easily purchase products and obtain up-to-date news about Goodyear-related deals.*• Instagram: Implement a presence on the platform• Mobile app/browsing: Update site to ease optimization for customer

• Online/Social media presence will increase traffic

Social Media Presence

• Presence = Increases traffic to website• Gets the brand out• Sponsored with NASCAR-

affiliated pictures• Sponsored with off-road

vehicle pictures• Makes use of #goodyeartires

NASCAR-affiliation

“Goodyear is its 14th year as the exclusive tire supplier for Nascar, and in addition to brand and interactive work, respectively, both shops will pitch in on marketing duties for that sponsorship relationship.”1

Goodyear 1 Resource – https://www.goodyear.com/en-US/company/nascar

• NASCAR adds additional media advertising• Print ads, logo, prime-time television

• Goodyear impacts• Increased brand awareness• Increased sales

• Reaches the audience• Implementation of Instagram w/ NASCAR

• Increased brand awareness• Increased sales

• Reaches the audience on the platform

Site Optimization

1. 2. 3. 4.

KPI & Metrics

Fall

Summer

Spring

Winter

• Every 3 months, (4 seasons)

• Year long• Different threads per 3

months• Switch from print to

online advertising• Tracking searches on

the site/buying comparison

Budget

27%

25%21%

15%

6%4% 2%

Marketing Budget for 2016

Social Media

Email Marketing

Mobile Marketing

Display Advertising

Search Marketing

Blogs

Content Marketing

Social Media - $130,000,000Email Marketing - $120,000,000Mobile Marketing - $100,000,000Display Advertising - $70,000,000Search Marketing - $30,000,000Blogs - $20,000,000Content Marketing - $10,000,000

Summary• Involved social media presence• Online sponsorship (NASCAR, etc)• KPI’s & Metrics• Budget

Works Cited• https://

corporate.goodyear.com/documents/annualreports/GT2014_AR.pdf• http://

www.elemica.com/wp-content/uploads/2013/10/Automation-Process-Improvement-Strategies_Onno-Maliepaard_Goodyear.pdf• http://adage.com/article/agency-news/goodyear-shifts-advertising-cr

eative-gsd-m-idea-city/143229/• https://www.goodyear.com/en-US/company/nascar• http://www.capstonemarketingservices.com/nascar.html