Mercedes monitors local dealers' social sites for unified message

09/25/2013 | Luxury Daily

Mercedes-Benz digital marketing department manager Eric Jillard says that in order for a luxury automaker to establish a distinct voice amid the surfeit of material the consumer can tap, "the brand must work with its dealers and involve its consumers more consistently than luxury brands in other industries." Mercedes has been working with dealers to control part of their social media presence in an effort to create a unified brand message, among other efforts, writes Joe McCarthy.

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