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word版02整合营销渠道--宝马案例
Howbrandmarketinghasevolved
1950-2000Brandsbuiltbymassadvertising
1985-2000DatabaseMarketingarrived,butnotintegratedwithmassadvertising.
1996-2000TheInternetarrived,butnotintegratedwithDBMormassadvertising
2001BMWbringsthemalltogether
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
In2000,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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