Digital Marketing Strategy for BMW

This report discusses the digital marketing strategy for BMW, including the creation of a digital marketing campaign, situation analysis, online strategies, and methods used to measure digital marketing success. It also explores the link between digital business and digital marketing strategies, as well as the formulation of objectives. The report focuses on BMW as a case study.

DIGITAL MARKETING
STRATEGY

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Digital marketing Campaign........................................................................................................3
Situation Analysis........................................................................................................................4
Link digital business with Digital marketing Strategies..............................................................7
Methods used to measure digital marketing................................................................................8
Formulate Objectives...................................................................................................................9
Implementation of plan for BMW...............................................................................................9
Segmentation, Targeting and Positioning of BMW...................................................................10
Marketing mix of BMW............................................................................................................11
Budget Plan................................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Digital marketing is a process of marketing that utilizes online based digital technologies
and platform to promote their product and services in the market space. It is basically helps in
achieving marketing objectives through applying digital technologies and media. With the help
of digital marketing, organizations create digital marketing plan to make campaign strategies for
digital marketing. The marketing plan is made to check and inspect its targeted audience. The
digital marketing campaign involve the business brief which analyses the market and research
company s' competitors while defining goals and objectives (Ross, Beath and Sebastian, 2017). It
also involves the budget and buyer personas, content development, implementation and
reporting. It is a way of marketing and advertising delivered digitally which can be done through
websites, social media and many other methods (Correani and et. al., 2020).
BMW is a German multinational company which provides luxury vehicles and
motorbikes to their customers. The organization is headquartered in Munich and production in
various places such as Brazil, Germany, China, India, South Africa, UK, USA and Mexico.
This report will illustrate the digital marketing process along with the strategies which
helps in creating digital marketing campaign of the company successful.
MAIN BODY
Digital marketing Campaign
Digital marketing campaign is a kind of Promotional activity to advertising the brand
digitally in this there are regular and occasional exchanges of required data take place in the
organization and digital market. It is a process which includes five essential steps in order to
create successful digital marketing campaign. The five steps includes creating mission, situation
analysis, planning, marketing mix and implementation of plan and controlling (Hersperger,
2018).
Overview of Company
BMW is a huge brand of auto-mobile and motorcycles so this brand needs to have a good
and effective digital marketing Campaign to reach customer around the world. The managers in

the BMW are regularly trying to make a campaign which is more efficient than other in the
market (Bansal and Gupta, 2018).
Company Online Strategies
BMW enforced various marketing mix techniques to sell vehicles to different socio-
economic sections and sharply emphasizing superior sections of their consumers. Attractive
products ranging from different series that intentionally focuses on premium customers which
demonstrate the occurrence of the service industry global marketing strategies. For effectual
selling of their products and their promotion, company uses online marketing through various
online platforms in order to attract more and more consumers towards their products. Although
they do not require any marketing to attract as their brand image has a great goodwill at the
market space but then also they adopt various strategies in order to maintain their customer base.
As this is the time period of digital technology. BMW uses social group sites to link up
with their followers. Company uses Facebook, Twitter and YouTube in order to offer ample
audience to connect and communicate with their customers. Organization has preserved business
relationship on these social media sites to engage its followers. Company have several accounts
on Facebook apart from its main account which includes MBW USA and BMW Motor sport.
Company mainly uses these account for promotions (Duan, 2019).
Twitter is also used by the organization because it has fabulous characteristic for real-
time marketing and customer actions. Its features most suited the company's strategies in order to
share multimedia content and engaging users.
Situation Analysis
This analysis covers both the factors intrinsic and extrinsic that have their impact on
Organization functions (Haider, 2020). The BMW is analysis its situations through situation
analysis. The external factor can be determined by PESTLE analysis that is as under:
PESTLE analysis
BMW can analysis its external factor through PESTLE analysis because it stands for
Political, economical, social, Technological, legal and Environmental. So with BMW can get all
the extrinsic elements regarding the company.

Political Factor: BMW is a multinational brand of auto-mobile which provide luxury car and
bike in the international market. There are various political elements which are affecting BMW
from outside the business as for now there is trading battle between USA and china. This has
become a major issue for the company by this sell and function of BMW has affected. Another
big issue that BMW is facing is the Brexit that has decline the stock prices of Auto-mobile and
motorcycles in Britain. The Britain exit has negative impact on BMW with increase in the trade
policy by these policies and rule the cost are increased (Arevalillo, 2019).
Economic Factors: As with the Britain exit from the European has a major economic cause
which affected the functions of BMW as the economy become more complex with this and the
unemployment rate is also decreased which lead to more expansion of expenses for the company
because more people are recruited, and they have to provide wages as well. (Nikulina, 2019).
Social factors: BMW is an international company so there are different countries which have
different kind of society. The peoples are having various choices in the market if the BMW is not
innovative in their technologies, in their products than buyer's can easily shift their preferences.
Nowadays, customers are looking for cars with advanced technologies which provide
safer driving experiences. So, according to that the BMW also investing in autonomous driving
technologies as the demand has grown for such cars. As a leading auto-mobile company,
organization focuses on social responsibilities and investing in projects that will benefits the
people and community (Duan, 2019) .
Technological factors: The technology is the main element for growth of BMW as it produce
auto-mobile and motorcycles and these products need to be in the latest technology. With the
increase in technology related to digitalization the industry can grow rapidly. For stand out in the
market BMW is making investments in digital technology. BMW investing in digital technology
to make driving BMW cars a safer and better experience. From regional websites to global
website, BMW access its consumers. Establishment has made digital technology a center focal
point in its enterprise strategies. As customers lifestyle are rapidly changing with develop

practical application, the maturation of auto-mobile firms depends highly on technological
advancements and innovations.
Legal factors: There are various issue that BMW is facing because of different legal laws in
different nations. As to sustain in the market company have to follow the laws which are set by
the government like employment law, discriminative and equality laws so BMW have to keep
this all laws in mind and take its decision accordingly (Hsu, 2021).
Environmental factors: Environment element play vital role in sell of any auto-mobile because
if the BMW products are creating much pollution then they will negative effect this so to
minimize pollution BMW is lunching eco-friendly auto-mobile and motorcycles which have low
pollution (Nikulina, 2019).
SWOT analysis
With this analysis BMW will inspect the intrinsic factors SWOT stands for Strength,
weakness, opportunities and Threats. As the brand is huge manufacturer of Auto mobile and
motorcycles so it has certain strength and opportunities in the international market as well as
weakness and threats.
Strength: The brand has created its market value very well in the international market. It helps
BMW to stand out in the market. BMW is earning revenue for various geographical streams
around the world and having its successful partnership with china. The worker of BMW are well
experienced and trained to compete in international market, they also gave the rewards so that
they can be motivated and enhance productivity as well. BMW is producing the cars which are
hybrid and electric as this is the latest technology Cars and people in the market also attract with
the same. The company also have planned strategies to deal with future hurdles.
Weakness: As the brand is having huge operational activities so to concentrate on limited
product and their products portfolio is also not well-defined so the customer can not recognize
easily. BMW is current having a high external debt it will lead to increase in interest expenses
for the company. Therefore, the weakness are basically the indefinable portfolio and debt are
high in the BMW which becomes weaker point.

Opportunities: As the brand value of the company is high as they are provided a luxury car in
the market so the pricing of the auto-mobile and motorcycles are expected to raise in the future
so BMW future have opportunity to earn more revenue. The customer's in the market also
demanding for the brand as they are producing autonomous products. BMW can develop its
opportunity by lunching new models and try to launch them in frequent way (Pegan, Vianelli and
de Luca, 2020).
Threats: The companies raise in manufacturing cost is a threat for its revenue because if the
manufacturing cost increase the product are offered at high price and people may not prefer the
product at that particular time. As the government laws of stringent is to conflict emission and by
this BMW come under trouble. The another threats for the company is the competition which is
held around the world and BMW have to face that very seriously (Ostermeier, 2020). The current
threat is the pandemic situation caused by COVID which affect the companies sell and all other
functions (Oliveira and Hersperger, 2018).
Link digital business with Digital marketing Strategies
Digital business is developing a fresh business design with blurring physical and digital
world. Digital business of BMW can be enhanced by using digital tools like website, social
media, mobile phone and many more. With development of technology company has decided to
make use of digital platform in order to attract more customers so that it can competitive
advantages (Wang and Chaudhri, 2019). BMW through its digital business is able to create value
in mind and heart of customer's by providing them more ease and comfort. Digital marketing
strategies are directly linked with digital business of BMW which can be illustrated as follows:
 Content marketing: BMW is eager to broaden their potential audience by creating
content that involves the consumers on the far side of cars and “gets to the point”. The
brand sees a mobile as a content destined approach which will help attract a panoramic
assemblage and claims the recent relaunch of its website (Hanlon, 2020).
 Pay per click: It is a paid form of advertising that relies on an auction based system. Pay
per click includes advertising on search engines as well as social media platforms. It
means when the consumers click on the advertisement for the company, they will

automatically arrive at landing page whether by purchasing a product or signing up into
specific website.
 SEO: Its major purpose is to direct more traffic towards the website from the target
audiences. It includes those customers who are actively searching for the products and
services offered by the BMW (Du Plessis, 2017).
Apart from all other platforms, BMW majorly uses social media platform in order to
attract more and more customers towards their company. Company uses Facebook,Twitter,
Instagram, YouTube, LinkedIn, Etc. accounts to engage their followers and fans. Organization
has several accounts on Facebook which target different regions of customers on the topics like
innovation, passenger safety and sustainability (Duan, 2019). Facebook has the highest number
of followers so, in order to reach more customer base, company has used Facebook as a platform
to attract and share their innovative views with regard to their products. With the help of number
of shares and likes, company can easily evaluate their customer base. Another platform used by
the establishment is Twitter because it also has large number of followers. YouTube is a platform
which enable the BMW to share more innovative videos to attract consumers. Brand shares their
campaigns to advertise and promote their products with the help of YouTube. The number of
followers of BMW on YouTube are around 850K (Kannan, 2017). Company has also focused on
LinkedIn platform in order to attract professionals towards their business. BMW uses it to hire
employees as well as market its brand.
Methods used to measure digital marketing
 Social reach: Social reach tells about how many social media users have seen the content
(Lv, 2019). The potential reach of BMW is therefore its followers the company have on
social network, or we can say the number of users the structure could potentially impact.
 Social engagement: It is a process of communicating in an online community. BMW can
place conversation with their consumers on social media platforms such as Facebook,
Twitter, LinkedIn, Blogs and third party review sites.
 Email open rate and click through rate: It is the percentage of subscribers who open a
specific email out of total number of subscribers. It should be between 15-25% and click
through rate should be about 2.5%.

 Cost per click and conversion: It applies to both pay per click marketing and cost per
conversion relates completely to the BMW online marketing campaign.
Overall ROI: The return on investment marketing metric should come as no astonishment as it
serves as a true measurement for success. ROI equates how much the BMW will spend and how
much earned.
Formulate Objectives
Digital marketing objectives should be SMART i.e. Specific, measurable, achievable,
relevant and time related. Setting effectual digital marketing processes should always be the
priority for any organization because it is the basis of company entire strategy. By achieving
digital marketing goals, company is able to achieve its long term and short term objectives
whether boosting overall sales or improving awareness of brand among their consumers. They
also help in providing important focus for the marketing department. The digital marketing
objectives of the BMW for the campaign are:
 To expands the sales volume through usage of social media marketing with 12 percentage
till the end of 2021 by enhancing customer's satisfaction.
 To improve the conversion rate by using digital technologies like social media platform,
website, content marketing and many more for growth of firm.
 To enhance brand image by providing necessary information on website in order to
attract more and more customers for sustainability of company.
Implementation of plan for BMW
Implementation is basically actioned which is carry out for launching of plan. It is
basically designed to access whether the completed strategy needs to be changed or results
associated with incremental steps and actions that implemented in the overall strategy. Marketing
implementation and control includes three major steps i.e. preparing the marketing plan,
preparation of marketing budget and implementation of plan. BMW have its different plans that
has to be implemented in near future. The plan that are going to implement is to improve the
productivity and overall growth of organization (Stec and Grzebyk, 2018).

Goals: The goal of BMW is to increase their sales with 12 percentage by ending of 2021 to full
fill the demand with customer's and company also focusing on enhancing the conversion rate
with digital techniques to reach more buyer in the international market. BMW has to build good
brand image so that more customers can know about product.
Allocate the responsibility: The goal are not enough in the implementation plan the second
process in this is to allocate the BMW responsibility to achieve its objectives. In this the
company is distributing the roles and responsibility perform by every individual in the company
in this owner of BMW basically track the group productivity, providing works to every
employee and implement the needs. While doing this the owner of BMW have to make the
hardest decision that who is going to lead the plan so the owner find the good communicator and
the trained employee's who can think big and innovative.
Risk assessment: As BMW is implementing a plan so there are certain risk that has to be faced
by the company, the brand perception and its value can be miss match as with introducing new
plan can affect the people perception regards the brand value and it has several impacts on its
sale. The another risk is to not identify the target market in which the digital marketing is done
by which the required people not get the detail information and company sale will not increase.
If the company will not use a particular key point then its number in the listing of search is not
come up side and lead to low visitor on website (Ostermeier, 2019).
Segmentation, Targeting and Positioning of BMW
BMW's segmentation, targeting and positioning can be nominative on the basis of
merchandising attempts by the organization. The division of population in various aggregation
according to a set of criteria and evolve goods and services that are peculiarly enchanting to
auto-mobile group (Sebastian, 2017). This process is important because any business cannot
offer its products and services to attract all members of population in equal manner.
Segmentation includes division on the basis of age, social class, lifestyle, etc. Types of
segmentation includes demographic, behavioural and psycho-graphic. This stage is followed by
targeting stage. Targeting is a process of organization of assortment of special groups as a target
customer segment. Positioning is the last stage which includes the marketing mix which is
relevant for the target audiences in the best possible manner (Chaudhri, 2019).

Marketing mix of BMW
Marketing strategies assist institutions in achieving business goals and objectives.
Merchandising mix is the widely used model to specify strategies. The marketing mix includes 7
P's those are:
1. Product: BMW primarily focuses on high luxury vehicles for the global markets. The
products of the company undergoes continuous technological improvements in order to
sustain their place in the market (Nikulina, 2019).
2. Price: BMW always target premium customers in the market space and offers high and
luxury auto-mobiles which are considered as status symbol for the consumers.
3. Place: As a well-known manufacturing auto-mobile industry, BMW spread its
manufacturing facilities to almost 10 cities who all together producing more than
2430000 vehicles (Vianelli, 2020).
4. Promotion: BMW is a renowned brand in the market place with a great goodwill
amongst customers. But then also, they use various technological advancement
techniques in order to advertise their brand majorly with the help of social media
platform.
5. People: BMW has employed around 1,25,000 employees around 140 countries. The
company is highly supportive and motivating towards their employees (Luca, 2019).
6. Process: Process includes how their employees connect with consumers while offering
product and services. BMW serves their customers with high hospitality.
7. Physical Evidence: This process represents how the product are designed or packed.
BMW has best appearance of its products which can easily win the heart of consumers
(Beath, 2017).
Budget Plan
Budget plan of digital marketing campaign includes the usage of marketing cost, research
and development cost, rental, stationary amount, wages and salary of the employees and
miscellaneous expenses in order to complete the campaign. The budget of the overall activity or
campaign will be prepared by the finance department along with the marketing department in
order to assure the effective success of the campaign.

Measure the campaign: In this the managers of BMW will delegate the plan and managers are
liable for giving the task and monitoring back to minimize the risk and associate the work in this
they tell the reason to its team members so that they can perform their work accordingly. And
manager also set the expected work that has to perform by its employee's with this the manager
found clear results.
With the help of this marketing campaign, it is evaluated that this will definitely enhance
the sales and profit margins of the company. Different kind of social media platforms has been
used in this campaign which ensures that nowadays consumers are more into social media so,
with the usage of Facebook, Twitter, YouTube, etc. company is able to attract more and more
clients towards their business activities. With the help of likes, comments and sharing of content
on these platforms guarantee the effectiveness of campaign in market space. Post launch
performance will be evaluated with the help of surveys and questionnaires which helps in
collection of reactions of consumers.
CONCLUSION
This report concludes that the digital marketing strategies are the approach which helps to
promote the product and services digitally. BMW is a multinational brand trying to improve its
digital marketing with different strategies. The company has done situational analysis to inspect
the internal and external factors and found the strength and weaknesses of the company. It
further concludes that the digital business of BMW has a respective link with digital marketing
strategies. The company formulate its objectives to increase the sell and satisfy customer's than it
implement the following plan and prepare budget and measures the digital campaign.
This report also highlight the segmentation, targeting and positioning strategies of the
establishment along with the marketing mix strategies used by BMW in order to fulfil 7 P's
factor of the company. The effectiveness of campaign in increasing sales of the company also
explained in this report.

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