Premium German car manufacturer BMW has selected Accenture to manage the roll-out of a custom-built web platform to 100 of BMW’s major markets by 2014.
Accenture will manage all aspects of the project, including the agencies involved, scoping digital requirements, training local content managers, and coordinating testing and post go-live support.
The companies claim that the new web platform allows for ‘enhanced digital customer interaction’ using CRM technologies and web analytics.
“In a recent survey of 13,000 drivers in 11 countries, Accenture found that consumers believe the car-buying process could be simpler and quicker,” said Anatoly Roytman, managing director of Accenture Interactive’s practice for EMEA.
“More than three quarters (80 percent) of the respondents said they wanted more intuitive, customised content made available to them, while 77 percent want car makers to provide them with a simpler way to configure a vehicle.
“The research highlights the need for a stronger digital presence and better integration of digital marketing by automotive manufacturers to address consumer demand.”
BMW has also signed a deal with Accenture to take control of the car manufacturer’s online marketing campaigns and oversee the implementation and content distribution to each major local market through country sites.
Accenture will manage content localisation for each market, including deployment to social media channels, starting with Facebook, as well as deployment to mobile version of the site. The agreement also covers CRM campaign support.