Mercedes-Benz: Using Amazon as a marketing channel

This event report explains how Mercedes-Benz, the luxury car manufacturer, worked with Amazon, the online retailers, to promote test drives of its new E-Class car.

Mercedes-Benz: Using Amazon as a marketing channel

Jo Bowman

A partnership between Mercedes-Benz and Amazon is taking potential car buyers one significant step closer to purchase with a click of a few buttons – without, for now at least, getting consumers to add a car to their online baskets.

The dmexco 2016 conference held recently in Cologne heard how the luxury carmaker tapped into Amazon's ability to target likely buyers using its user data, and its reputation among consumers as a trusted source of product information and authentic reviews. Mercedes-Benz was able to showcase information and videos about its latest...

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