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GM tells congress they're shifting a 'huge amount' into digital advertising

As GM falls to its knees (their stock today reached the lowest point since 1942), the world's biggest automaker told congress they would crank up digital ad spending to help turn things around.

"We're actually shifting a huge amount of our ad budget that remains to digital marketing which is less expensive and more efficient," GM chief Rick Wagoner told lawmakers (I heard this tonight on PBS' Nightly Business Report). Wagoner was in Washington with the CEOs of Ford and Chrysler to plead for a bailout.

Wagoner didn't say anything about more Super Bowl ads, buying the naming rights for a stadium or any other advertising. Just digital. As he stands at the precipice of one of the biggest industry meltdowns in US history, Wagoner's words are quite an endorsement for our humble industry.  

If you were in charge of GM's increased digital budget… where would you start?

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