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整合营销渠道－－宝马案例英文版免费下载,http://www.qidian55.com
整合营销渠道--宝马案例
Howbrandmarketinghasevolved
1950-2009Brandsbuiltbymassadvertising
1985-2009DatabaseMarketingarrived,butnotintegratedwithmassadvertising.
1996-2009TheInternetarrived,butnotintegratedwithDBMormassadvertising
2009BMWbringsthemalltogether
BMWBuyersNotNecessarilyDrivenbyPrice
BMWcustomerswant:
Arealizationofthebrandpromise
Performance,safety,technology,innovation
Recognition
Service
Information
Convenience
Helpfulness
HowBMWBuyersMakePurchaseDecisions
Twokindsofdatabasemarketingpeople
Constructors
Peoplewhobuilddatabases
Merge/Purge,Hardware,Software
Creators
Peoplewhounderstandstrategy
Buildloyaltyandrepeatsales
Youneedbothkinds!
SituationAnalysis
In2009,BMWbuiltarobustcustomerandprospectdatabasedesignedto:
ProvideacomprehensiveviewoftheautomotiveandfinancialservicesBMWcustomer
Delivershortterm,incrementalrevenuethroughopportunisticmarketingprograms
Increasecustomerloyaltythroughunderstandingandabilitytodeliverrelevant,timelycommunication
SecureBMW’splaceinitscustomers’livesbyidentifyingwhichhouseholdsaregoodtargetsforadditionalBMWpurchases
BMWSituationII
BMWnowhasacentralsystemofmeasurement
TheBMWReportCentermonitorscommunicationsandresponsefromprospectsandcustomers
Measurementincludescostperresponseandcostpersale
BMWnowhastheabilitytoviewprospectsaswellcustomersinitsuniverse
ThisallowsBMWtoviewthefullshopper-ownercyclefromfirstpointofcontact,throughsaleandcrosssale
ThenewmarketingdatabasecontainsabroadrangeofinformationontheBMWconsumer
Campaign,response,andfinancialservicedata
190appendedindividualandhouseholddatapoints
BMWSituationIII
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