Taking mobile marketing opportunities very seriously, BMW has established a cross-divisional group, the mobile marketing circle that meets every third week with the goal of building synergies across the full range of mobile activities.
Marc attitude - “I believe that it’s a short step from “mobile advertising” to “mobile everything”, which includes mobile advertising, mobile communications, mobile entertainment, and even mobile commerce”. “A multi-channel approach to marketing will be necessary in the future, and mobile will play an important role. We think mobile marketing is about trying to reach customers with added value offers. This is the focus of the Innovation group.”
BMW has been testing 2D bar-codes, the use of SMS to provide customers with additional information additional and also informational MMS to enable customers to get advice and recommendations from their friends
In the second part of the interview, Marc discusses some of the highly successful mobile marketing campaigns that BMW has run recently, in partucular the use of MMS in conjunction with their customer database to render for each customer, an individualized picture of their specific kind of car, it's specific color, and a specific recommended winter snow tire is applicable for their car together with a detailed price.
Marc's key take-away - for brands such as BMW If you're not mobile - you are not in touch with a whole generation.
Well worth a read by all those interested in seen how a major brand is successfully using mobile marketing campaigns.