BMW is eager to widen their potential audience by creating content that engages consumers beyond cars and “gets to the point”.
The brand sees a mobile-first, content-oriented approach which will help attract a broader audience and claims the recent relaunch of its website has already increased mobile visitors by 27%.
Speaking at Mobile World Congress 2019, the German carmaker’s Global Head of Digital Marketing, Jorg Poggenpohl, explained how BMW is extending its content beyond automotive to “enlarge the upper sales funnel”, meaning it is now also creating content around lifestyle, design, innovation and fashion.
Based on data-driven insights we wanted to create relevant and snackable content in helpful and entertaining ways. That way the business hopes to reach both existing customers and those that might be considering BMW but don’t yet own one. We were thinking customer, consumer-first, which means for us mobile-first with speed. We did it by combining two technologies, accelerated mobile pages and progressive web apps, to bring both ends together on one site.
It also shows when creative and engineering prioritize speed from the beginning of the project, before the first line of code is written.
BMW claims the new mobile site loads in 1.9 seconds – three to four times faster than before – and said the click-through rate from BMW.com to regional sites where customers can find further product information has increased by 44% – four times higher than before. German brand is now getting up to %49 more site visits and the average user is spending 3.13 minutes on the site on mobile through SEO.
BMW is set to become the first automotive customer to use AMP Stories on its site in April, which Poggenpohl said will make the mobile experience even more immersive, engaging and faster.