Why Cars.com is driving away from performance marketing and toward influencers
By Kimeko McCoy
A few years ago, at the height of the auto industry’s supply-chain woes, digital media buying and performance marketing were in the driver’s seat. Now, at least one auto dealer is making more space for influencer marketing to boost brand awareness and remain top of mind with car shoppers.
As Cars.com celebrates its 25th year with its first major redesign and brand campaign, the auto dealer is expanding its media mix to include influencer marketing networks, or marketplaces that provide access to pre-vetted influencers. It’s an effort that has picked up in the last six to nine months, alongside increased spend on media channels like social media, streaming video and audio ads, according to Jennifer Vianello, Cars.com CMO.
“We’d had direct-to-influencer relationships,” Vianello said. “But the influencer networks are a great opportunity for us to syndicate our editorial and to bring our editorial top of mind to consumers in new and different channels.”
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Source:: Digiday
