Mercedes-Benz Highlights Uncompromising Customer Focus with Award Winning Website
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Built using a responsive web design platform, the site responds to the user’s behaviour and environment based on screen size, device and orientation to enable easy reading and navigation with minimum panning and scrolling. Importantly this approach ensures consistency in viewing the website across a wide range of devices, from tablets to desktop computer monitors and even large HD screens. Mercedes-Benz is the first luxury automotive brand in the region to adopt and launch a completely responsive website that is also fully bilingual.
“The decision to launch a region-specific website is unusual for Mercedes-Benz; in fact we are one of only two markets globally to have a dedicated website, which highlights the importance of the Middle East for the company,” said Dirk Fetzer, Director of Sales & Marketing at Daimler Middle East & Levant. “Designed, built and managed within the Middle East, the website has already scooped its first international award – a Stevie in the best website category. We have actually created 11 dedicated sites for each of our regional territories. We wanted to provide an information tool rich in content and design, and to be continually relevant and inspiring for both existing and prospective customers, whether individual or corporate, as well as our highly engaged media.
The new website design is underpinned by fresh content and imagery; a key feature in visualising the information is the use of integrated videos that enable the user to preview the Mercedes-Benz model. Product details and information are clear, simple and consistent in presentation for all models, with a user friendly navigation facility that allows the user to preview details by simply mousing over the tabs.
Fully integrated mobile website
With more than 26 percent of visitors to the Mercedes-Benz regional website doing so through mobile devices, a decision was made to create a dedicated mobile website that is fully optimised to ensure easy and consistent viewing across all smart phones and various screen sizes, and that allows for mobile specific content.
This includes a GPS function that, with one click, pinpoints the nearest Mercedes-Benz showroom to the viewer’s location, and integrates with Google Maps to provide distance and directions to the showroom. Similarly, one click will enable the viewer to dial the contact number of the showroom required.
“Our focus has been to make the user journey across all digital platforms as easy and enjoyable as possible. Both the mobile and desktop sites are inspiring in design, look and feel, and highly functional, whether you’re new to Mercedes-Benz or a longstanding customer.” said Fetzer.
Strengthen social media presence
In addition to the new website, Mercedes-Benz has also launched its official Middle East Instagram and LinkedIn accounts. Under the handle @mercedesbenzme followers have access to exclusive videos, images and new model launches.
“From a social media perspective, Twitter, Facebook, YouTube, Instagram and LinkedIn are important tools to communicate directly with our customers, particularly in our region which leads the world in terms of growth of many social and digital media channels. Our Facebook page, for example, enjoys over 780,000 likes, with an exceptionally high level of engagement - the real measurement of success on this particular platform,” said Fetzer. “Ensuring that our digital offering is cutting edge is critical – after all, we’re operating in a region forecast to have 197 million internet users by 2017.”
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