Reaching online influencers and enthusiasts, or "brand ambassadors" is more important then ever, noted Dunlap, as consumers spend more time when budgets are tight going to online forums and discussion
boards, and sites like Edmunds.com, seeking information and opinions on auto purchases. In that vein, Mediacom works with PR and social media firms to target the influencers who have more sway now
then ever. "Even if they're only influencing 10 or 100 other people, that's still 10 or 100 sales," said Dunlap.
Applications created by companies like widget distributor RockYou targeting
in-market car buyers also enable consumers to more easily share information about autos.