BrazilMultinationals BMW and Radisson Hotels call in Accenture Interactive
Two large multinationals – BMW Group and Radisson Hotel Group – have called in Accenture Interactive to support their digital marketing and advertising endeavours.
With a brand value of over $40 billion, Germany headquartered BMW is the globe’s third most valuable automotive brand. Working side-by-side with Accenture Interactive, the group is aiming to improve the way it pushes content and features across its digital channels worldwide, in around 120 countries. This includes tailoring digital content to local requirements in multiple languages and tailoring advertising messages across all channels including search and social.
By combining data, technology and creative services, BMW and Accenture Interactive – the digital marketing agency of Accenture – also aim to enhance the customer experience offered to clients.
Commenting on the partnership, Anatoly Roytman, who leads Accenture Interactive in Europe, Africa and Latin America, said, “It is an exciting time to innovate and succeed in creating human-led experiences for customers – whether via digital or real-world touch-points. As BMW’s experience agency, we can offer a new horizontal structure and connected approach to making creative and memorable customer experiences online and to build brand equity.”
Meanwhile, Accenture Interactive has also been called in by Radisson Hotel Group, one of the world’s largest hotel groups. Accenture Interactive has been selected as the global experience agency for six of the company’s brands (Radisson Collection, Radisson Blu, Radisson, Radisson RED, Park Inn by Radisson and Country Inn & Suites by Radisson) covering more than 1,100 hotels in operations across 80 countries.
“In a crowded hospitality space, Radisson Hotel Group is striving to differentiate itself from the rest through personalised and meaningful experiences, and making every moment matter for our guests – starting from a simple Google search to a memorable stay at one of our hotels, post-stay engagement and loyalty. We are delighted to partner with a digital industry leader like Accenture to help us achieve this vision,” said Remy Merckx, Vice President Digital at Radisson Hotel Group.
By improving its digital presence and ramping up its digital experience, Merckx said the US-headquartered company can improve customer acquisition and retention. One of the levers will be tailored content, which will increase increasing qualified traffic. Supported by marketing technologies and data analysis, traffic and campaigns across all digital channels can also be more personalised.
The mix of levers will down the line drive up revenue, explained Mercedes Oblanca, head of Accenture’s Travel Industry Group in Europe. “We have examined the impact on traveller's perception of personalised marketing campaigns. Traveller engagement improves significantly when brand communications are personalised consistently across the different channels and along the traveller journey.”
“We can offer a new approach to build a solid channel strategy to raise brand equity, revenue growth and customer love,” added Roytman.
