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Mercedes has announced an increased focus and investment on digital marketing to improve its customer experience as part of a sales and marketing initiative.

The injection of funds will see development of its ‘Mercedes me’ feature, which offers consumers products, services and link-ups wherever they are.

Development will be based on personalisation of services and promotions, including pre-sale and post-sale personalised offers.

The investment will also go into the development of apps to improve holistic mobility and service packages.

Specific services available through the scheme include maintenance management, tele-diagnostics, breakdown management, accident recovery and the Mercedes-Benz emergency call system.

Jens Thiemer, head of marketing at Mercedes-Benz Cars, said: “To meet the challenges of digitalisation as effectively as possible, we are adopting new approaches in terms of our organisation and our processes.

“We will be fundamentally changing the structure and modus operandi of our digital sales activities. We want to become faster and more agile, working in small teams with flat hierarchies, and considerably increase our own digital real net output ratio.

“This move sees us implementing a true change in culture, which will make us even fitter for the digital age.”

Jan Brecht, CIO at Daimler, the German automotive company that owns Mercedes-Benz amongst other transport brands, said: “We have devised a new structure for our digital sales activities, which strengthens the already adopted measures in terms of structure and personnel. To this end, we will ensure that the new positions are filled by people who possess the required key skills over the coming months.

“Our new structure creates an attractive work environment which satisfies the requirements of an agile start-up, promotes creativity and innovation, and appeals to digital talents.”

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