Accenture to Manage Rollout of Leading Global Carmaker’s New Web Platform and Online Marketing Campaigns
Accenture (NYSE: ACN) has been selected by premium German car
manufacturer BMW to manage the rollout of a custom-built web platform to
BMW’s major markets by 2014. In a second agreement, Accenture will
manage the roll-out of BMW’s global digital marketing campaigns and work
with each local market to maintain the content.
Under the first agreement, Accenture will manage the rollout of BMW’s
new platform to 100 BMW markets. Accenture is managing all aspects of
the rollout, including the agencies involved, scoping digital
requirements, training local content managers and agencies on the new
platform and coordinating testing and post go-live support. The rollout
of the new web platform allows for enhanced digital customer interaction
using customer relationship management (CRM) technologies and web
analytics.
Under a second agreement, Accenture will be responsible for taking BMW’s
centrally-created online marketing campaigns and overseeing the
implementation and content distribution to each major local market
through country sites. Accenture will manage content localization for
each market, including deployment to social media channels, starting
with Facebook, as well as deployment to mobile versions of the site. The
agreement also covers CRM campaign support. Finally, Accenture will
provide related training to BMW’s local market teams.
“Accenture’s global presence, automotive experience and efficient
delivery models were key to designing an approach which supports BMW’s
deployment of this market-leading website and the roll-out of future
digital marketing campaigns,” said Luca Mentuccia, global managing
director, Automotive.
Accenture was chosen because it has the right combination of digital
marketing and technology experience in all the countries in which BMW
operates. These global content, campaign management and e-commerce
services, helping BMW deliver the right experiences to the right
consumers at the right times, are delivered by Accenture Interactive,
Accenture’s digital marketing services arm.
Anatoly Roytman, managing director of Accenture Interactive’s practice
for EMEA said, “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. More than three quarters (80 percent) of the
respondents said they wanted more intuitive, customized 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. ”
Highlights of the survey can be found here.
Accenture is to manage a phased approach of the rollout and has started
with the first 16 countries. This latest contract with BMW builds on a
15-year relationship between Accenture and the car manufacturer.
To read about Accenture’s work with other clients in the automotive
industry, click here.
For more details of Accenture Interactive’s services, click here.
About Accenture
Accenture is a global management consulting, technology services and
outsourcing company, with approximately 261,000 people serving clients
in more than 120 countries. Combining unparalleled experience,
comprehensive capabilities across all industries and business functions,
and extensive research on the world’s most successful companies,
Accenture collaborates with clients to help them become high-performance
businesses and governments. The company generated net revenues of
US$27.9 billion for the fiscal year ended Aug. 31, 2012. Its home page
is www.accenture.com
Accenture Interactive helps the world’s leading brands drive superior
marketing performance across the full multichannel customer experience.
Working with over 4,000 Accenture professionals dedicated to serving the
marketing function, Accenture Interactive offers integrated,
industrialized and industry-driven marketing solutions and services
across consulting, technology and outsourcing powered by analytics.
Follow @AccentureSocial or visit Accenture Interactive.
