Seek, and ye shall find: What marketing strategies can be derived from the digital transformation? How can customer communication be constructively configured? In August 2017, the Mercedes-Benz Consulting team launched a project on this in collaboration with Region Europe. The goal: to evaluate existing strategies and develop a comprehensive strategy for marketing with personalized customer communication. Search engine marketing was one of the first topics dealt with. Implementation quickly succeeded: Since November 2017, a uniform search strategy has been running with the long-term goal of getting all markets on board.
An exclusive collaboration
To approach search engine marketing with a goal in mind, first a campaign for the 4MATIC all-wheel drive was developed and implemented for selected European markets. Besides positioning the 4MATIC all-wheel drive in the market, the purpose was to generate leads. In addition to an impressive performance, the campaign set benchmarks for segmented customer approaches and KPI measurement.
Blueprints were developed for the rollout, which are now being brought out in cooperation with Google and media agencies. The collaboration with Google even allows use of exclusive betas within the project.
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