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Mercedes-Benz India targets major spending shift
Luxury automotiveDigital media planning & buyingIndia
Last year, around a third of the marketing spend in India by luxury car marque Mercedes-Benz went into digital channels, but this year it is aiming to increase that proportion to 55% and to hit 90% by 2024.
The brand says it is moving away from the “spray and pray” approach of TV campaigns to embrace the “sharper targeting” it can get on social media, where existing owners spend a lot of time posting about their experiences; it can also generate greater interaction and engagement this way.
Why it matters
A new campaign launching its AMG model exemplifies the shift in thinking and highlights the financial challenge for traditional media channels.
“We are investing exactly the same amount of money on Instagram that we would on television for this campaign,” says Santosh Iyer, VP/sales and marketing, talking to Campaign India. “It’s not a cost exercise, it’s about getting the targeted reach.” He adds that “we are looking at influencers like how we viewed [TV] channels”.
Towards a new business model
It’s not just the marketing spend that is moving into digital: Mercedes-Benz is also embracing a direct-to-consumer sales model. With pricing and discounts set centrally, the role of dealers has changed to become agents assisting with test drives and documentation. This has meant a greater focus on customer experience and has resulted in shorter closure times.
“Today, 20% of our purchases come online (booking amount paid online). This was unthinkable two years back. Customers are demanding it and we have to follow the digital transformation” – Santosh Iyer, VP/sales and marketing, Mercedes-Benz India.
Source: Campaign India [Image: Mercedes-Benz.co.in]
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。