Marketing on Retail Media Networks with Julie Scott | NADA 2024

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Kyle Mountsier converses with Julie Scott, VP of B2B Marketing at Cars Commerce, about the innovative strategies being implemented at Cars Commerce, particularly their media network. Julie explains the concept of retail media networks and their growing relevance across various industries. The focus of this network is leveraging first-party data in a landscape where cookie deprecation is becoming a reality. Julie highlights the VIN Performance Media product, which offers dealers a cost-effective alternative to traditional SEM on platforms like Google. She discusses how using first-party data from car shoppers on Cars.com allows for more precise targeting and follow-up, resulting in a significant increase in referral traffic and conversion rates for dealers. This conversation sheds light on the evolving world of automotive digital marketing and the power of data-driven strategies in reaching and engaging potential car buyers.

0:06 - Intro

0:23 - The Origin and Growth of Cars Commerce Media Network

0:56 - The Concept of Retail Media Networks and First-Party Data

1:43 - Introducing VIN Performance Media and Its Advantages

2:28 - Comparing VIN Performance Media with Traditional SEM

3:04 - Benefits of Targeted Marketing Using First-Party Data

3:27 - Success Metrics and Impact on Dealer Websites

4:13 - Future Prospects of Cars Commerce Media Network

4:53 - Closing Remarks on Digital Marketing Innovations in Automotive

Julie Scott is the VP of B2B Marketing at Cars Commerce

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