How Mercedes learned to master multiscreen marketing

This event report explains how Mercedes-Benz, the automaker, is leveraging various screens as part of its marketing programs.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands