A few things I’ve noticed about BMW’s focus on innovation from the past 9 to 12 months:
The campaigns that were run last year have only really reached a decent level of maturity with regards to search engine performance. The SEO efforts BMW South Africa have made are starting to pay off. BMW.co.za is the only official BMW site to feature in the top 20 for the keywords “BMW Innovation” (I’m searching on google.com but from SA). The result in question links to our recently redeveloped “Innovations Lounge” which was stripped of all its flash glory and rebuilt in good old markup language and style sheets.
The “Defining innovation” television advert that i uploaded in August last year has now had over 520,000 views. The number of backlinks from websites embedding the video (the links to this video go 10, 11, 12 pages back in the search results) has surely had a positive effect on bmw.co.za’s “innovation” weighting. At the end of the day, the keywords BMW+innovation are not exactly lead generating calls to action, but at the same time, the branding effect is surely positive.
Whilst on the subject of innovation, I googled “bmw definining innovation” and look what i found on top of the pile:
Embedding video into search is a rather exciting prospect (read more here). I think that the next step for advertisers will be to ensure that even their youtube activity is optimised for search, especially when trying to achieve the holy grail of the “integrated campaign” (i.e. above, below, and through the line marketing activities all working together to achieve a consistent message).
The future for new media marketing is a very bright one!