Govender speaks to media update’s Adam Wakefield about marketing a global brand in South Africa and the importance of digital marketing in motoring.

Mercedes-Benz is one of the world’s most iconic brands. From an outsider’s perspective, this would suggest that customers already have a preconceived idea of what the Mercedes-Benz’s brand means to them. Is this an accurate view of the realities you face from a marketing point of view?

Mercedes-Benz has always been associated with luxury, safety, and quality and these traits, we believe, are worth reinforcing. However, we have been on a path of brand rejuvenation so that our messaging appeals to a far wider, trendier, and younger audience to support the growth objectives of the brand.

Mercedes-Benz has redefined itself recently in terms of its design and product philosophy, whilst the communication topics have reflected the shift towards the duality of the brand, namely the emotional (heart) and rational (mind) appeal.

Mercedes-Benz has always been forward-thinking and innovative, and marketing is no exception to this rule. The brand represents the highest levels of aspiration and, even though it has become more accessible and approachable, it still remains exclusive.

A recent campaign Mercedes-Benz ran involved local jazz legend Hugh Masekela and fellow local artist J’Something  – an example of a localised campaign for an international brand. How much influence does head office have in the direction the South African unit takes in its marketing?

Mercedes-Benz global marketing sets the direction and tonality for marketing campaigns, but these are guidelines and it is up to the individual markets to localise the campaign to maximise the appeal of the messaging. The diverse nature of the South African market has to be reflected in the brand communications.

The local SUV campaign featuring the two artists was based on the international campaign called #everyterrain. However, the localisation and challenge was a unique South African idea conceived, created, and distributed to appeal to local audiences.

As the divisional marketing manager of Mercedes-Benz SA, what are the best and most challenging aspects of your role?

Marketing is an exciting, ever-changing environment and, as the world changes rapidly around us, it has been both challenging and thrilling to keep pace with the strides that are being made in the digital transformation of this function.

Being first to market with groundbreaking local campaigns such as 21 Icons, Beautiful News, Virtual Reality, and being the first automotive in South Africa to reach one million fans on Facebook, even ahead of Germany, are some of our finest moments.

The brand ethos of "the best or nothing" has to be evident in everything we do and touch.

Looking more broadly within the motoring industry, are there any marketing attributes you would suggest that are unique to the industry in South Africa?

If a motor manufacturer or retailer is not using one or more digital platforms as part of their marketing mix, they are, or soon will be, behind the curve. In this regard, most players within the industry are on track, however, simply being in the digital space is not an indicator of success.

Knowing what to do with digitalisation is of paramount importance. One thing that is vitally important in the local industry is the focus on mobile, video, and content that is relevant, remarkable, and interesting. South Africa is one of the markets in which mobile – and hence responsive websites and apps – is a vital aspect of any digital platform.

How important has social media become in the way Mercedes-Benz markets itself, considering the different type of demographics the brand intends on reaching? A cliché is that social media would be more useful to reach younger markets versus typically older markets not as familiar with such platforms.

Social media is, of course, vital to our marketing efforts. Contrary to popular belief, however, it does not always follow that only the youth are to be found on social platforms. Facebook, for instance, tends to have a higher uptake among older users, although familiarity with the platform might not be as high as with younger users.

However, social media is not only used organically. It offers the opportunity to tightly target relevant audiences based on more than just age. LinkedIn, for instance, is an important platform to reach business people and should not be discounted in favour of the flashier, more well-known platforms.

For more information, visit www.mercedes-benzsa.co.za.

Digital importance in South Africa continues to grow. Read more in our article, Digital in South Africa is a challenge and a big opportunity.