An Analysis of BMW's Digital Marketing Strategies and Target Audience

This report provides an executive summary of BMW's digital marketing strategies. It begins by highlighting BMW's position as a luxury car brand and its focus on affluent consumers. The report then delves into the digital marketing tools and techniques employed by BMW, including social media marketing, content marketing, and YouTube marketing, to reach their target demographic. The analysis includes an overview of BMW's target segment, primarily individuals with higher incomes and a preference for a luxurious lifestyle. The report further assesses the strengths and weaknesses of BMW's digital marketing campaigns, such as its brand focus and mass marketing approach. Finally, it offers recommendations for improvement, including the use of data-driven insights, localized marketing, and enhancement of their digital marketing team to optimize campaigns for maximum effectiveness. The conclusion reiterates BMW's effective use of digital marketing tools to maintain its brand image and reach its target audience.

CONTEMPORARY
MARKETING

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Executive Summary
BMW is one of the biggest luxurious car brands in world. This report will show the way in
which company is using its digital marketing strategies in different ways. The use of different
digital marketing tools has been highlighted in the report. It is found that through its digital
marketing campaign company is targeting people that are having higher income and
maintains a luxurious lifestyle. It is seen that for attracting this target segment they have
positioned themselves as the company that produces luxury cars. In the report the strengths
and weakness about the company’s digital marketing strategies has been showcased. It is
found that this company has lot of fan base which helps them in empowering their marketing.
It is also found that they basically focus on the mass marketing rather than national or
localized marketing. Company must focus on molding their digital marketing strategies as per
the data they have collected from their customers.
Contents

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INTRODUCTION.................................................................................................................................2
Target segment of BMW.......................................................................................................................2
Tools and techniques that is used for their digital marketing strategies.................................................3
Strengths and Weakness of the digital marketing strategy used by BMW.............................................4
Recommendation...................................................................................................................................5
Conclusion.............................................................................................................................................6
REFERENCES......................................................................................................................................6

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INTRODUCTION
Digital technologies have advanced and hence it has become essential for the organizations to
take use of the digital marketing tools and techniques for bringing effectiveness in their
marketing campaigns (Tiago & Verissimo, 2014). Digital marketing strategies are widely
used irrespective of the industry. This is because they are capable of reaching to the wide
extent of people at the global level. BMW is one of the biggest car manufacturers and sellers
in the world have adopted the digital marketing strategies so as to increase the reach of their
brand all across the globe (Wertime & Fenwick, 2011). Digital marketing tools help the
companies to reach to their target segments sitting anywhere, any part of the world. This
report shows the target segment of BMW along with the positioning statement that they are
using for attracting their targeted segment. It also shows the digital marketing tools and
techniques used by BMW along with the strengths and weaknesses of their digital marketing
strategies.
Target segment of BMW
Segmentation has become an essential aspect in the modern day business. BMW
manufacturers one of the most luxuries car brands in the industry. This brand image of the
firm can be clearly seen in their segmentation and positioning (Newsfeed apps, 2017).
Among different variables used by the company to segment its people, the two segments on
which company has focused more are lifestyle and income.
In terms of lifestyle, BMW is targeting people that lives a luxurious life or say the people
who want luxurious products. The people who are rich are their major target segment. In
terms of income level they have targeted people having higher income. This is because most
of its products are available at higher cost (Hirt & Willmott, 2014). Both these target
segments are made checking the product quality as well as taking the account of the fact that
who can actually afford their products. Most of their target segments lives the in the urban
areas especially in the metropolitan cities.
In order to target its customers, the have positioned themselves as a brand that produces
luxury items. Their products provide total comfort and gives value for their money hence
customers are also satisfied with their products. This is the major why they have a fan
following and higher numbers of loyal customers (Piñeiro-Otero & Martínez-Rolán, 2018).
Higher pricing strategy of their products is done for maintaining their brand image. It is their

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positioning that helps them to attract the people as carrying these products itself is a matter of
pride for the people.
Tools and techniques that is used for their digital marketing strategies
Firms are using different types of tools and techniques so as to improve the digital marketing
strategies. BMW being a big brand name uses their marketing tools and techniques in an
effective manner so as to maintain their brand name as well as ensure that their marketing
campaign could reach to all of their market segments (Necsulescu, 2015). Some of the tools
that are used by BMW are:
 Social media: This is a platform that is highly in use in the modern day marketing.
Since billions of people are attached to social media sites anytime hence it is easier
for the companies to reach to their target segment (De Vries, Gensler & Leeflang,
2012). This is again justified by the fact that people who live luxuries lives are often
very much active on these platforms. BMW uses this tool for posting the pictures,
videos and advertisements about their new launches so as to collect the reviews from
their fans and potential customers. Creating fan pages or other attractive pages on the
social media sites such as Facebook has helped them in increasing their views (Kim &
Ko, 2012). Since the news spreads like a wildfire on these social media sites hence
any promotional events and campaigns launched by the company is often published
by the firm. The feedbacks collected at this platform are also used by the company to
make improvements in their marketing strategies as well as their products (Urban,
Gosline & Lee, 2017). This is very much crucial for increasing the sales of the
company in the future. But the demerit attached with this platform is the fact that it
also results in negative image for the company if not managed properly.
 Content marketing: BMW is a big brand name hence this kind of marketing is very
much effective. They take use of the content marketing so as to increase the fan
following of the company. This is also highly effective in attracting the potential
customers as the company posts all the good aspects about their products through its
contents (Holliman & Rowley, 2014). The contents consist of pictures, videos and
other type of advertisements so as to make them attractive. It is these contents that
change the purchasing intention of the people from half to full (Kingsnorth, 2016).
This is very effective in increasing the sale of the products that are luxurious or the
products that offers a specific kind of value to its customers. Most of these contents

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are posted at different online sites so as to increase brand visibility at the same time
influences the purchasing behavior of the people.
 You tube marketing: This Company has used You-tube as one of the platform so as to
promote their products. The advertisements are shown on the You-tube platforms so
as to increase the visibility. Since the number of users on you-tube are in billions
hence it is one the best platforms where companies have advertised their products.
Company also shows its events on the YouTube so that all the people from different
parts of the world can see the event at once. You-tube marketing acts as a place where
videos can be shared (Berman, 2012). People’s reaction can be noted on the comment
section along with the likes and the views. This shows the intention of the people
towards any particular product. Fan pages are created by the lovers of their products
which act as one of the best platforms for word of mouth kind of advertisement.
Strengths and Weakness of the digital marketing strategy used by BMW
BMW utilizes different marketing tools based on the requirements in different parts of the
world (Ratcliff, 2017). Since they are bigger brand names hence they do not have to spend
large amount of money on marketing activities still they are taking use of the digital
marketing mediums for maintaining their buzz in the society.
Strengths
 They focus more on the highlighting their brand name in their digital marketing
strategy which works in their favor. It helps in attracting more numbers of customers
towards their marketing.
 Company also designs its digital marketing campaign in such a manner that they can
reach to largest possible customer at the same time like taking use of social media and
YouTube rather than focusing on the localized marketing.
 Instead of using brand ambassadors they rather focus on the people’s experience.
They showcase experience shared by their product users on different online platforms
(Phan, Thomas & Heine, 2011). This helps them in increasing the trust in the minds of
potential consumers.
Weaknesses

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 Like their other competitors they are not into rigorous marketing campaigns. This
might take some of their potential customers towards their competitor’s product who
are investing on marketing.
 They do not design their internet marketing campaign according to the local or
national interests rather they focus on mass marketing which aims to target people
from all across the globe at once.
 They have been poor in managing an effective team of people that could help them in
making better digital marketing campaign based on the data. They have been poor in
making changes in their marketing campaign according to the people’s choice as their
focus still remains on presenting their plus points (Jain, Ahuja & Medury, 2012).
Recommendation
Checking the weaknesses of the company’s digital marketing strategy, there are certain things
that can be recommended. Most importantly company should focus on the data that they have
collected through different mediums so as to increase the attractiveness of their marketing
campaign. They should also look for localized marketing which must show how their
products can be beneficial in that particular country. Company should also improve their
digital marketing team and should use more platforms such as SEO marketing so as to
increase the brand visibility (Panchout, 2013). It is also recommended that their company’s
future plans are displayed in their content marketing so that potential consumers can get
attracted by their marketing campaign. Company should also increase their stretch of
marketing in then developing nation as their strategies related to digital marketing are more
focused towards developed markets.
Conclusion
From the above report it can be concluded that BMW being a big automobile manufacturers
manages their digital marketing in an appropriate manner. Company has targeted people that
are having higher incomes and the people that are living luxurious life style. For this they
have positioned themselves as the car company that produces luxurious cars at higher cost.
They are using digital marketing tools such as content marketing, Social media marketing and
you-tube marketing as their primary tools for marketing. Strength of their marketing is that it
is very low cost and focuses more on their brand name. On the other hand its weakness is its
weak digital marketing campaigns as compared to competitors.

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REFERENCES
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