How BMW is using content to ‘enlarge the upper sales funnel’

BMW believes a mobile-first, content-led approach will help it attract a wider 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.