Question

In 2000, BMW followed the time-honored practice of launching a new product – in this case, its new X5 sports utility model – with Super Bowl TV commercials a print advertising campaign. But to capture the interest of its Net-savvy target audience, it also kicked off a hightech online campaign. The objective was to build the brand among high-income, middle-aged males who usually buy high performance autos and younger. As the Digital Marketing Manager of BMW, you are required to present following information to the board of directors. Your essay must cover the following sub-sections: (this subject is about digital marketing)

2. Explain the benefits to BMW of creating virtual communities and how such communities can be used as part of relationship marketing.

Answer 1

Answer:

A virtual community is a social network of the individuals who connects with each other over a social media platform. The main advantage of the virtual community is that they are not constrained by the geographical barriers and political boundaries. These communities give a chance to the individuals or the subscribers to interact over the internet and to share their views and status with each other.

BMW, being the premium car manufacturer, can exploit the benefits of the virtual community by sharing the company offerings and it’s legendary with the individuals over the virtual community. All that BMW is required to do is; organise all of its prospective customers and high income, middle aged males over its individual page of social media platform. Company can then conduct promotional activities over this platform and can build a strong relationship with this community that could turn into the probable sales rep of the BMW as soon as the company becomes successful in positioning its brand image.

BMW can attract potential customers by sharing the testimonials over the virtual community platforms that could build a strong belief among the potential customers about the quality of its products.