Fiat’s Joao Ciaco: “Mobile gives us valuable information on Real Time, from who is interested in buying to maintenance information.”
Fiat is the number two automotive brand worldwide but in some Latin American countries, including Brazil it is number one, taking a 21.5% market share. In Brazil, Fiat is also building a new Jeep plant from where it plans to supply most of Latin America, João Batista Ciaco, Head of Advertising and Relationship Marketing Director of Fiat in Brazil and Latin America, tells Portada.
Overall, Fiat is the number two brand in Latin America but with the new Jeep plant and models, Ciaco expects Fiat to challenge General Motors as the first Latin American automotive company in sales. Fiat will continue to offer small cars for the first time buyer in Latin America. First time buyers are mostly a young and aspirational demographic. Ciaco notes that Fiat will put as much new technology into the affordable lines as possible including features like the “start-stop” feature.
Fiat has a programmatic buying program, but it is using first party data as opposed to third-party data which they consider questionable.
Media and Real Time Marketing
Regarding Fiat's Media Mix in Latin America, Ciaco says that " Traditional media will continue to be important but that he will move 20% of the budget to digital going forward." Fiat is currently working on programmatic buying across the board, but they are using first party data as opposed to third-party data which they consider questionable.
According to Ciaco, the mobile medium offers a big opportunity as it can give Fiat valuable information on Real Time, from who is interested in buying Fiat products to maintenance information on all its products.
João Batista Ciaco is Head of Advertising and Relationship Marketing Director of Fiat in Brazil and Latin America and is responsible for the brand's strategic planning; development and implementation of online strategies, including social networking interactivity; media planning, buying and post-buying; relationship marketing initiatives; and for implementing the CRM Project (Customer Relationship Management) in Brazil. The company's advertising strategies and all other communication initiatives are also among his duties. Portada got the chance to talk to him at the recent Festival of Media Latam that was celebrated in Miami. For more information on Fiat marketing check out our interview with Fiat-Chrysler's CMO Olivier François.