Adding Emerging Media to the Marketing Mix

Web 2.0 (social media) has given birth to many more online channels; in short, the media mix is getting more complex. There is simply much more choice and the rate of fragmentation is accelerating.

The question is how do you manage this complexity and retain balance in your marketing communications portfolio. How do you market in a world of so much choice?

This presentation will give an overview of some innovative Web 2.0 activities currently being adopted by the BMW Group. The purpose of the presentation is to demonstrate the relevance of emerging media channels for the advertiser and to share some recommendations on how best to engage with the world of Web 2.0. It’s about getting the balance with traditional media right by adapting processes considering emerging media to the existing media mix. The presentation includes success stories, case studies, lessons learned, and some simple but effective recommendations.

a) Topics and Content covered:

• Reusable content, RSS, Corporate blogs, and social media tools

• Search Engine Optimization (SEO) and Marketing (SEM)

80% of online traffic starts with search and 92% of the internet users are researching their new car purchase online optimizing content for search visibility, relevance, and orientation. Leveraging Search Engine Marketing combined with other media works best and increases web traffic efficiently.

• User Generated Content (UGC) in wikis, blogs, social networks, mashups, forums …

Searching for BMW products, services, events, and activities results in millions of tagged sources, how can a brand join the conversation?

• Corporate Blogs, Corporate Podcasts, Video Podcasts & Platforms

Audio- and video-on-demand platforms, Apple iTunes Podcast Directory, YouTube, Sevenload, and Dailymotion … reach a huge audience and provide a basis for seeding as a social media hub. (www.bmw-web.tv)

• Social Media activities, Social Media Marketing (SMM), Social Media Opti-mization (SMO), and Conversational Marketing

In social media communities (Facebook, XING, LinkedIn, MySpace) as well as in Social Bookmarking (delicious, MrWong), and Social Messaging (Twitter, MSN, Skype) people share information on a strong conversational, personal, and relational basis. People value and trust “Word of Mouth,” so encouraging them to (re)use and (re)share topics and assets of corporate origin will support intensive customer relations.

• Mobile Media Channels

Mobile channels offer a mass and a targeted reach. Mobile data consumption of multimedia content is growing rapidly (iPhone, Android) implementations and practice examples.

• Mobile Content: BMW Mobile Channel http://www.bmw.mobi/

Adapted mobile value added content; images, wallpapers, ringtones as well as corporate information.

• BMW Podcast http://podcast.bmw.com/de/

Global reach, Top 40 in iTunes and more then 10,000 downloads within the first 2 weeks

• BMW Videocast http://vodcast.bmw.com/

Actual Videos from Auto Shows, Products, and Motor Sports. Large amounts of views during and after big events.

• BMW Oracle Racing – http://bmworacleracing.com/

Event blog “behind the scenes” started with the Americas Cup 2005.

• MINI Vlog http://www.vlogbymini.de/

Videos from Auto Shows, Products, and Motor Sport and related events combined with social network activities (Facebook, Twitter)

• M Power World https://www.m-power.com/

Social Community for BMW M drivers. Today 20% of the German BMW M customers are active in this community!

• “The Media Grid” –– a tool to help manage all this choice.