Mercedes-Benz Head of Marketing Communications Answers 4 Questions for Marketing Innovators

Article by Ernan Roman
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Dr. Jens Thiemer, Head of Marketing Communications at Mercedes-Benz will address these 4 questions;

  1. What is one marketing topic that is most important to you as an innovator?
  2. Why is this so important?
  3. How will the customer experience be improved by this?
  4. How will this improve the effectiveness of marketing?

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Dr. Jens Thiemer is the Head of Marketing at Mercedes-Benz Cars.

Before rejoining Daimler AG in 2013, he was an equity partner at CNC Communications & Network Consulting AG, where he was in charge of the firm's international rebranding and marketing communications. The automotive industry was one of the key areas of Jens' client portfolio. Prior to joining CNC AG, Jens worked for almost a decade in various management positions for what is now Daimler AG.

1. What is one marketing topic that is most important to you as an innovator?

We are always seeking new ways to inspire existing customers and attract new customers to our brand. That is why we provide customers with a one hub access into the world of Mercedes-Benz called Mercedes me. Mercedes me is a digital ecosystem, combining owned vehicle related solutions with lifestyle content, e.g. travel, music. etc. As Mercedes me revolves around the customer's personal needs, we even call it an ecosystem. This initiative is on the way to setting a new benchmark for customer engagement since having started in the spring of 2014.

2. Why is this so important?

Mercedes me allows customers to be part of the Mercedes-Benz community. It bundles innovative and customer-focused services, products and lifestyle offers from Mercedes-Benz, Daimler and partners that go beyond the "car" as a product and tailors them individually for the customers.

In this context, Mercedes me opens up various service worlds and stands for "The best for me". Our goal is to engage people in their living environment with tailor-made offerings and make their lives easier. Mercedes me addresses existing and future Mercedes-Benz customers primarily via a digital, dynamically growing platform, but also via physical touchpoints, like the Mercedes me Stores.

3. How will the customer experience be improved by this?

The Mercedes ID provides the user with access to tailor made, personalized and pre-filtered information and services, which makes it easier for customers to access and administer their accounts. The new dialogue options further optimise support, mutual exchange and interaction.

4. How will this improve the effectiveness of marketing?

With customized content we increase the retention period of customers using Mercedes me. It is our goal to provide relevant content that makes life more convenient, never mind whether a customer is about to buy or has already afforded a Mercedes-Benz. We want to give our customers the Best Customer Experience thinkable.

What is your favorite activity outside of work?

I am a passionate G-Class driver. I am married and have two sons.

Other favorite activities are long-distance running and classic car rallies.

Ernan Roman
President, Ernan Roman Direct Marketing Corp., (ERDM)

Inducted into the DMA Marketing Hall of Fame based on results companies achieve with three Customer Experience methodologies he created: Voice of Customer Relationship Research, Integrated Direct Marketing and Opt-in Marketing.

ERDM specializes in conducting Voice of Customer research to identify Customer Experience strategies that generate significant increases in response and revenue for clients including IBM, MassMutual, QVC, NBC, Microsoft and Norton AntiVirus.

Named by the Online Marketing Institute as one of the "2014 Top 40 Digital Luminaries" and by Crain's B to B Magazine as one of the "100 most influential people in Business Marketing".
Ernan's latest book is titled, "Voice of the Customer Marketing". He also writes the widely read and Huffington Post published blog, "Ernan's Insights on Marketing Best Practices".