Digital Marketing Strategy for BMW

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.