Cars as marketing channels? How BMW is using digital to differentiate in the auto category

Jo Bowman

Cloud-connected cars are already here and, increasingly, they will be regarded as another digital touch point that marketers can tap into.

Cars are no longer just a means of transport or even a projection of the owner's personality – they're a medium for conversing with drivers and delivering joy to the people who use them, the dmexco conference in Cologne heard.

Speakers from BMW and Microsoft explained that, already, cloud-connected cars are being sold that "know" what you like and where you're going, even before you sit in the driver's seat. Before long, they'll be able to suggest a diversion to your route to show you something you didn't even know yourself that you wanted to see on the way.

This...

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