Avis's long digital road to new customers
Sonia Paul
In the crowded car-rental category, campaigns to find new customers cannot rely on the same old strategies to keep delivering the desired results. As such, Avis decided to test out some new online marketing tactics – and deeper metrics – in a bid to identify untapped audiences.
"We didn't always make the right decisions," Alex Sutton, Director/Digital Media at Avis Budget Group, confessed at EyeforTravel's Social Media & Content Strategies for Travel Conference 2016 in San Francisco. "But we learn from them."
When Sutton joined Avis in 2014 from Mars Inc.,...