Mercedes Expands Web Presence
As reported by Andrew McMains for ADWEEK.
NEW YORK Mercedes-Benz USA, six months after launching a new password-protected Web site for interacting with Generation Y consumers, is planning a second site next year to reach an older group of Mercedes owners.
In fact, vice president of marketing Steve Cannon has found the Gen Y site, www.generationbenz.com, so efficient and useful that he can envision it replacing some types of focus groups, particularly those that delve into broader issues, such as "green washing."
Mercedes uses Generation Benz to get feedback on product designs and advertising concepts and more generally gauge the mind-set of the 19- to 32-year-old crowd. Through questionnaires, polls and live chats, the company seeks to better understand what makes Gen Y tick.
"In marketing, you have to stay relevant. And certainly some brands are more challenged than others in staying relevant and vital to this new audience," Cannon said. "We do head-to-head comparisons, asking them questions about us versus our key competitors. We poll them on a regular basis. And we ask them about their media choices.
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NEW YORK Mercedes-Benz USA, six months after launching a new password-protected Web site for interacting with Generation Y consumers, is planning a second site next year to reach an older group of Mercedes owners.
In fact, vice president of marketing Steve Cannon has found the Gen Y site, www.generationbenz.com, so efficient and useful that he can envision it replacing some types of focus groups, particularly those that delve into broader issues, such as "green washing."
Mercedes uses Generation Benz to get feedback on product designs and advertising concepts and more generally gauge the mind-set of the 19- to 32-year-old crowd. Through questionnaires, polls and live chats, the company seeks to better understand what makes Gen Y tick.
"In marketing, you have to stay relevant. And certainly some brands are more challenged than others in staying relevant and vital to this new audience," Cannon said. "We do head-to-head comparisons, asking them questions about us versus our key competitors. We poll them on a regular basis. And we ask them about their media choices.
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