Category: Creative | 24th Sep 2009

Mercedes-Benz is to use half of its marketing budget on digital media, the group has announced.

This makes the expenditure on marketing in the UK higher than in other European countries, where less than 40 per cent is allocated.

Furthermore, the car manufacturer is to refocus its marketing efforts, while avoiding the hype which has surrounded the rise of other brands.

Vice-president for brand communications Anders Sundt Jensen said: "For instance, two years ago there was so much hype around Second Life and where is that today?"

Mr Jensen believes hype can distract people's attention from what is really good about a brand and where investments can be made online.

It was recently announced that Microsoft was to launch a monitoring tool to improve a marketing company's ability to adapt to social media.

The product is called Looking Glass and is believed to be in its prototype stages.

HS&P is an integrated relationship marketing agency. Our current clients include Diageo, Honda, Norwich & Peterborough Building Society, Norwich Union and Ted Baker.

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