BMW: Big Voice, Little Impact
Sheer Driving Pleasure… Three words that define one of the worlds’ most luxury car brands BMW. Most people instantly know of the brand upon hearing the phrase. To accomplish this feat BMW has spent centuries curating content and spurring conversations around the brand on various platforms. However; as the Digital Age brought new communication mediums some argue that the brand’s voice size hasn’t translated to the digital space.
Being a bit inquisitive, and following a class assignment, I wanted to discover the size of BMW’s share of digital voice and if people were responding to the brand in the Digital Age. This lead to some interesting finding which I’ve summarized below;
· Between BMW, Mercedes-Benz, and Audi, BMW holds 54% of the share of digital voice market. Share of digital voice being the amount of internet dialogue among the three comparable luxury auto brands that each luxury auto brand owns.
Most would think BMW’s still at the top of its game; however, additional data proves opposite:
· Although BMW has the largest share of digital voice, the luxury brand holds the lowest percentage of engagement. Competitor Mercedes-Benz comes in second at 5.14% and Audi takes first place 9.01% percentage engagement.
In reviewing Mercedes-Benz and Audi, I didn’t see major differences in digital practices;
· All responded to consumer social media comments
· All used the three major social media platforms (Facebook, Instagram, and Twitter)
· All luxury auto brands’ content focused on their respective driving experiences
There was only one major point of difference that appeared to be the largest variable.
· Both Mercedes-Benz and Audi had heav engagemnt on Instagram
If BMW wants to increase its engagement and stay top of mind digitally its need to increase its Instagram content and focus!
This post was created as part of the Global Luxury Management Program at the NC State Poole School of Management. All thoughts and opinions are my own.
