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BMW uses consumer engagement metrics to create better digital content
Manuela Walfenzao| 17 de noviembre de 2015
BMW está trabajando por tener presencia en la esfera del espacio digital con contenido relevante
Clicks and impressions are no longer enough to measure the success of BMWs online marketing. Matt Baldwin, UK Digital Marketing Manager at BMW said that they will use consumer engagement metrics to validate their content performance. The German car brand is on a mission to build a marketing strategy more focused on content, aiming to have a stronger sales impact. They will focus first on BMW’s web site, which now will show more local news and be less centered in its German headquarters. “Conventional metrics come into play but were moving towards the metrics of consumer engagement” said Baldwin. “We need to look at customers time on the site and networks, those kinds of metrics which actually show if our audience is really taking in our content, rather than just having a fly-by visit.” The path to purchase a car online is one of the most complicated; that is why automotive marketers are struggling to align business goals to their content marketing. BMW is making efforts to lean on customized relations with its clients. Agency Oliver was hired to aid the transition and its working now in social networks strategy, content production and creativity. “We need to make sure that were always in a consideration space in the digital sphere with relevant content” said Baldwin.
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