In 2002 Mercedes-Benz reached excellent results through online advertising so, in 2003 it decided to increase the budget for online communication by 20 percent. The objectives of the German auto-maker are basically to consolidate its brand image and to get closer to its customers. They constantly look for integration with the traditional marketing channels, and they also pay a lot of attention in the selection of the advertising spaces, not only with reference to the potential target audience, but also to the timing in which ads are displayed.
An excellent article on Le Journal du Net focuses in particular on the campaign for the cabriolet CLK launched last May.