BMW's Approach to digital marketing revealed: Driving Success

DIGITAL MARKETING STRATEGY OF BMW: KEY POINTS

INTRODUCTION

Digital Marketing: BMW has been establishing its presence for more than 70 years, and as a result, the corporation has become instantly identifiable as a symbol, a premium brand, and—most importantly—has generated more than 100 billion dollars in sales globally in only 2021.

German automotive engine manufacturer BMW was established in 1916. It is the parent business of Rolls-Royce vehicles and also owns and manufactures Mini vehicles. Under the name BMW Motorrad, BMW makes motorbikes. BMW has triumphed in several racing competitions. Originally created by Gustav Otto, Karl Rapp, Franz Josef Popp, and Camillo Castiglioni as an aviation engine manufacturer, the business is now controlled by Susanne Klatten and Stefan Quandt. From 1917 to 1918 and from 1933 until 1945, aircraft engines were built. The company’s original tagline, “Sheer Driving Pleasure,” has changed over the years to become “The Ultimate Driving Machine.”

With 2,279,503 cars produced, BMW was the fourteenth-largest engine vehicle manufacturer in the world in 2017. Germany, Brazil, China, India, South Africa, the United Kingdom, the United States, and Mexico are among the countries where BMW makes motor cars. BMW is headquartered in Munich. The Quandt family has been a long-term investor in the company (with the surplus offers held by open buoy), after the interests of Herbert and Harald Quandt’s siblings in 1959, which prevented the company from going bankrupt.

MARKETING STRATEGY OF BMW

Business managers of the brand should comprehend the many components of the marketing mix and pinpoint the specific market segmentation in order to establish a well-organized and effective marketing strategy. In order to increase sales inside the premium market sector, BMW started the process of segmenting the market. To do this, it optimized the correct match between consumer purchasing behavior and the marketing mix.

SOCIAL MEDIA STRATEGY OF BMW

No matter how large the business, the social media strategy of the global automaker is the same as that of other brands. BMW uses social media sites like LinkedIn, Instagram, Facebook, YouTube, and even TikTok to promote its brand values, show off its newest goods, and interact with consumers. Visual storytelling is a crucial component of BMW’s social media strategy.

By employing top-notch photos and videos to showcase its goods in action, the corporation demonstrates the strength of its design and engineering capabilities.

This enhances its brand’s reputation as a premium automobile maker and helps the company establish an emotional connection with its target customer.

The emphasis on consumer involvement in BMW’s social media strategy is another element. Customers are encouraged to share their own tales and experiences with BMW automobiles, and the company often reacts to their comments and messages. This promotes long-term devotion to the brand and helps create a feeling of community around it.

In fact, BMW encourages users to use the hashtag #BMWRepost for a chance to be highlighted on the business’s Instagram account, which has almost 35 million followers.

BRANDING STRATEGY OF BMW

This luxury automaker’s branding strategy is centered on offering premium goods that emphasize creativity, superb engineering, and cutting-edge technology. BMW includes the following components in its marketing mix:

BMW markets itself as a premium brand that builds premium vehicles and this positioning is mirrored in its pricing policy. Although its automobiles cost more than those of its rivals, the premium is justified by the brand’s reputation for quality and engineering.

The brand’s reputation as a pioneer in engineering and innovation is furthered by the company’s reputation for developing high-performance automobiles. BMW’s advertising demonstrates the company’s emphasis on performance.

1. Premium Price

2. Performance Oriented

ADVERTISING STRATEGY OF BMW

When it comes to its marketing approach, BMW has often concentrated on developing memorable campaigns that highlight the brand’s premium status and performance-oriented focus. Key components of the company’s advertising strategy include:

BMW frequently aims to emotionally connect with its audience through its advertising. The excitement of driving, the rush of high-performance cars, and the feeling of freedom and independence that comes with owning a BMW are just a few examples of this.

1. Emotional Appeal

BMW’s marketing efforts frequently highlight the benefits and characteristics of certain models. This involves emphasizing the performance attributes, technical advancements, and aesthetic characteristics that set BMW vehicles apart from the competitors.

BMW’s advertising is defined by a consistent message that supports the brand’s premium status and performance focus, much like its branding approach. Through all of its marketing initiatives, the company has consistently expressed its brand identity. This comprises language that highlights BMW’s engineering prowess and inventive spirit as well as a consistent visual identity, brand voice, and message.

2. Product-Centric

3. Reliable communication

6 OUTPUTS FROM BMW’S MARKETING STRATEGY

1. Creative Thinking And Artistic Approaches Are Essential

Creativity and accurate brand representation are crucial for BMW as the premier Mini-Cooper brand. Additionally, the cars’ style accents and the global marketing brand are built firmly on innovation and art. Because of this, practically every advertising campaign has an aspect that forces something unique and creative, which has a strong connection to high-end technology and an innovative notion of artistic components.

Illuminated Landscapes, a campaign by BMW Australia and its creative agency partner Clemenger BBDO Melbourne, promotes the new X5. The artworks in Illuminated Landscapes are only illuminated by the X5’s Laser lights. The Laser lights are only one of the cutting-edge technological elements of the X5, beaming an astonishing 500 meters.

A Proud Presenter Of The Newest Technologies And An Ambassador

As one of the most technologically advanced companies in their sector, BMW constantly monitors emerging technology and incorporates them into newly released automobile models. BMW Art Car was created by Chinese artist Cao Fei and combines AR and VR.

3. Eager to Follow BMW’s Flagship Marketing Strategy of Content Marketing

BMW is keen to expand its potential audience by producing content that “gets to the point” and engages consumers in ways more than just automobiles. The company believes that a content-first, mobile-first strategy would help it reach a wider audience, and it says that since its website was recently relaunched, mobile visitation has already climbed by 27%. Jorg Poggenpohl, the global head of digital marketing for the German automaker, spoke at Mobile World Congress 2019 and described how BMW is expanding its content beyond automotive to “enlarge the upper sales funnel,” which means it is now producing material on lifestyle, design, innovation, and fashion.

2.

4. Employing Guest Stars In Marketing Campaigns For BMW

The employment of celebrities as brand ambassadors is one of the most well-known and classic marketing strategies for businesses. This commonly helps the new models and characteristics of the items to specifically identify with the new ones in the automobile sector.

Additionally, it creates a stronger relationship with clients. Model Gigi Hadid appeared in a 360-degree interactive video as part of BMW’s digital-first marketing for the M2 Coupe.

Marc Forster, who also directed “James Bond – Quantum of Solace” and “World War Z,” directed the movie, which had its debut on YouTube and Facebook.

5. Demonstrating Your Competitive Side

The car business, which is well-known for its controversial print advertisements, maybe rather aggressive with the attributions, but we are aware that this is a completely effective digital marketing tactic.BMW’s latest advertisement directs Tesla’s new model to its enduring waiting queues. The users must decide whether to wait or drive. Because of the release issues, BMW, a company known for its satirical marketing strategies, is giving in to Tesla’s Model 3 with its rival, the plug-in hybrid model 330e. The competition is only being teased because Tesla does not yet have its product in use, but BMW has, thus the fastest product to be broadcast wins.

6. In-Depth Understanding Of How And Who To Contact

As we approach 2023, millennial marketing strategies will become increasingly important to adopt and contribute to, even within legitimate businesses. BMW is well recognized for its successful use of social media and third-wave communication channels like Twitter, Instagram, and Snapchat when they are popular. BMW created a car that seems to be real and “driveable” inside Snapchat’s augmented reality lenses.

The car company partnered with Snapchat to produce a new ad campaign to promote the BMW X2, becoming the first to develop a 3D augmented reality product of its kind.

Snapchat users may personalize the augmented reality version of the automobile as part of the initiative. To examine it from various angles, they may move and alter the color of the object. Additionally, BMW is using Snapchat to run mobile-like video advertising that encourages viewers to swipe up and interact with the Lens.

CONCLUSION

In the end, we hope that you are wellinformed about BMW’s digital marketing strategies and campaigns. Feel free to contact us if you have any doubts. Net Content digital marketing company is always ready to help entrepreneurs realize their vision. We offer services like SEO, content marketing, social media marketing, PPC marketing, and Brand Management.

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