According to foreign media reports, BMW Senior Vice President Hildegard Wortmann said at the Europe Congress in Europe that automakers should do their own brand positioning and compete when competing for the digital aboriginal (post-80s and younger generation) customer base. It is obviously not wise to prepare for the risk and avoid the avant-garde and sharp subject matter.
Wortmann said that it is not technology development or regulatory issues that drive industry transformation today, but changes in customer tastes. Therefore, the brand has no choice but to adjust and change its position. For example, in important markets such as China, millennials are less likely to accept traditional channels, and they tend to spend on online platforms with less advertising impact. This has forced strong brands such as BMW to constantly reshape their organizational structure to maintain a competitive edge. She also said that people nowadays prefer the brand of "human culture".
Since advertising is no longer as influential to consumers as it used to be, marketing executives need to expand their boundaries, face customers, and take positions in the face of critical social issues. She mentioned this when she talked about "thought leadership." She admits that adventure is inevitable when entering new fields. For example, when the team put the specially designed BMW i8 at the Coachella Music Festival in California, the risks are indeed inevitable. She said that as the influence of social media expanded, people took pictures in front of the BMW i8 and uploaded the network. BMW received great publicity, and this risk brought returns. At the same time, BMW also used people's social media to improve its information.
Wortmann also said that BMW has revolutionized its marketing department and replaced the functional responsibilities of television and printing with new media. She created a studio at the BMW headquarters in Munich, constantly collecting and mining information such as social media channels and responding quickly. This new way of interaction has also changed her team composition, and her team is now in urgent need of data analyst analysis and overall planning to make the brand move in the right direction.
"We urgently need data analysis talents, not only need them to mine numbers, but also to interpret the right things from the data and help the brand to develop in the right direction."
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