German car manufacturer BMW has contracted Accenture to manage the implementation of its new web platform, which...
will see the service provider take on responsibilities including training and testing.
Accenture will attempt to complete the roll-out of the custom-built web platform in 100 markets by the end of this year.
The web platform will enable BMW to engage with customers through customer relationship management (CRM) and data analytics software.
In another agreement, Accenture will take responsibility for distributing BMW’s online marketing campaigns, including deployment to social media channels such as Facebook. It will also deploy to mobile versions of the BMW website.
In December 2012, Accenture published the results of a survey of 13,000 drivers across the globe, which revealed an appetite for easier car buying experiences.
According to the research, 80% of respondents want “more intuitive, customised content made available to them”. Meanwhile, three-quarters said they want car makers to provide them with a simpler way to configure a vehicle.
Anatoly Roytman, managing director of Accenture Interactive in EMEA, said the survey revealed there is a need for a stronger digital presence and better integration of digital marketing.
More on changing CIO responsibilities
This is further evidence of the increasing crossover between IT and marketing departments.
KPMG revealed that chief marketing officers are controlling more IT budget as CRM becomes critical to customer retention.
Mac Scott, associate director for KPMG’s CIO advisory, said the convergence of marketing and IT means marketing professionals will gradually hold more influence on IT budgets.