How Mercedes learned to master multiscreen marketing
Stephen WhitesideWarc
Despite the digital sophistication of connected cars, satnav systems and apps that monitor driver habits, one aspect of the automotive category remains distinctly analog: almost every vehicle is purchased at a physical dealership.
"The automotive industry – in general – is kind of a challenge, simply because all automotive purchases happen offline; there are very few out there now that are selling cars online," Scott Martino, Mercedes-Benz USA's marketing analytics lead, told delegates at Advertising Week 2014 in New York.
But if the last stage of the path to purchase...