MERCEDES-BENZ TRUCKS ONLINE
|Title||MERCEDES-BENZ TRUCKS ONLINE|
|Entrant||DAIMLER Stuttgart, GERMANY|
|Idea Creation||MENSEMEDIA GESELLSCHAFT FüR NEUE MEDIEN Duesseldorf, GERMANY|
|Marc Herholz||mensemedia Gesellschaft fuer Neue Medien mbH||Key Account Manager|
Background"Mercedes-Benz Trucks Online" is the new website of Mercedes-Benz Trucks. In September 2018 it was launched for the German and British market (more market versions will be published soon). To ensure not only a modern web presence but especially a suitable design for the target group, the development results have been repeatedly tested in international usability tests. The new website should be easier to find, especially tailored to the needs of the target group and come in a modern design.
Describe the strategyThe new website should be easier to find, especially tailored to the needs of the target group and come in a modern design. The main target audience are the decision makers, including everyone who is involved in the truck buying process as well as the fleet management of a company. The basic content is mainly translated and coordinated by Daimler Headquarter and is maintained through the enterprise content management system by Adobe Experience Manager (AEM). By using an interface to the single source publishing tool of Mercedes-Benz Trucks, adding and maintaining content in various languages has been extremely simplified and made highly efficient.
Describe the executionThe task of “Mercedes-Benz Trucks Online” is to provide guidance through the entire buyer's journey: brand awareness -> research -> lead generation -> after sales services. Users can find all relevant information to the products available in their country, learn about all kinds of services provided by Mercedes-Benz Trucks and about the brand world. A mix of appealing pictures, clear structures and interactive components enable an extensive online experience for all types of users. The website moreover enables the user to find truck dealers nearby or to search for them in specific regions or cities of their country and to get in contact with them. The newly implemented 3D experience lets the user explore the new truck model both from the inside and outside, leading to a higher engagement.
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