Mark Aikman

Heather Fletcher is senior content editor with Target Marketing.

One of the luxuries Mercedes-Benz USA has is its cars stay on American minds and U.S. roadways for a long time. But the brand’s marketers needed to reach new lifelong customers and make potential first-time Mercedes buyers aware of the A-Class — a model that won’t even debut until 2019.

Mercedes-Benz USA marketers took the brand's emotional connection with its customers even further — using martech and its own vehicle technology. And that move is a synecdoche of Mercedes’ overall drive to seamlessly blend martech into its marketing mix.

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