E-Marketing Strategies

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E-mail Marketing
The online platforms such as websites and portals deployed by BMW often provide a registration form for customers or visitors to register. BMW then uses this information captured by the forms to facilitate direct sales, promotional campaigns, provision of information such as newsletters, etc. This ultimately facilitates brand awareness, customer retention, aside from enabling BMW to learn more about customers’ online behavior and potentially improve its customer relationship management practices. It is an effective strategy as it allows for a fast, secure, and personalized interaction between BMW and its audience. It is important, however to realize that even though it is effective, email marketing has got its limitations in the sense that e-mails may fail to be delivered to recipients, thereby decreasing the scope of its impact.
Have these Strategies been Successful?
For purposes of clarity, the analysis on whether or not BMW’s e-marketing strategies have been successful, we will utilize information from the case study of one of BMW’s subsidiaries, BMW Brisbane, located in Australia. Aside from tis, we will also narrow down the analysis to reflect only two strategies as follows; online advertising and E-mail marketing and messaging. Brisbane BMW has successfully integrated e-marketing communications tools by utilizing it in the following manner; for news alerts, events, new car launches, and customer appreciation through brochures (Vision6, 2005). Through the use of e-mail marketing, the Brisbane BMW subsidiary has been able to drive traffic to their individual website, where customers are treated to a registration form. This registration form then assists the company to capture relevant metadata associated wi...

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... methodology to plan e marketing activities. Kelly School of Business, Indiana University. Accessed on 25th May, 2014 from http://www.mktgsensei.com/AMAE/Marketing%20Strategy/emarkplan.pdf
Mbwette, K. (2013). BMW E-Marketing Analysis. In Acacdemia.edu. Accessed on 25th May, 2014 from http://s3.amazonaws.com/academia.edu.documents/31763238/BMW_eMarketing-libre.pdf?AWSAccessKeyId=AKIAJ56TQJRTWSMTNPEA&Expires=1401018484&Signature=FCCeL93EuvhBtxSTYt8s5YBezqY%3D
Microsoft Advertising. (2014). BMW Drives 10% Increase in Purchase Intent with Online. Microsoft Advertising. Accessed on 25th May, 2014 from http://advertising.microsoft.com/europe/WWDocs/User/Europe/ResearchLibrary/CaseStudy/BE%20BMW%20X1%20Case%20Study_Approved.pdf
Vission6. (2005). Case Study: Brisbane BMW. Vision6. Accessed on 25th May, 2014 from http://www.vision6.com.au/clients/vision6/case_studies/bmw.pdf

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