Month: September 2012

Bavarian Motor Works or commonly known as BMW continued to falter in 2011 sales to Mercedes-Benz  which topped luxury cars monthly sales. BMW launched it’s first online video ad titled “The “Wall” M Series” via Google Inc’s Youtube, taking on an innovative online marketing approach,. The video launch proved to be tremendously popular for online viewers, recording a total of 4 million views since. Following the release, the Series M sales shot up 12% in 2011 from 2012, as BMW Canada went on to post its most successful sales year ever. BMW would go on to release second video for its M5 series and sales increased by an unprecedented 63 percent.

With the rapid advancement of technology,  companies must be able to target the consumers using the right medium. Online advertising has been the preferred method among consumers in this digital age, straying away from the traditional newspaper or magazine ads.  Even more relevant to the younger generation,  social media outlets such as Facebook, Twitter continue to be in popular demand.  As technology is becoming more and more accessible, it can be viewed as an opportunity for companies take advantage in reaching out to untapped areas. With a tap of a screen on an Iphone or Tablet, one can easily be exposed to all sorts of information and opportunities. Online campaigns seems to be the most sensible path to go; advertising is inexpensive and the “buzz” regarding a product can spread online like wildfire. So with this mentality in mind, it seems this online marketing era has just begun.

Works Cited:

2011 BMW 5 Series 528i Pictures. Digital image. CarGurus. N.p., n.d. Web. 23 Sept. 2012. <http://www.cargurus.com/Cars/2009-BMW-5-Series-528i-Pictures-t35098_pi32268909>.

“Dvertisers Warm to Canadians’ Ravenous Consumption of Online Video.” Globe and Mail[Vancouver] 20 Sept. 2012: n. pag. Print.

For the recent months, there has been a controversial debate surrounding Enbridge Inc.’s proposed $6 billion pipeline, which would transport 525 000 barrels of crude from Alberta through B.C. to the coast where it can then be exported to Asian markets. Dubbed the “Northern Gateway”, Enbridge promises the pipeline will bring great economic benefit for Canada, as it expands the nation’s trading partners while lessening the great dependence on the U.S. as its sole exporter.

However, the proposed path of the pipeline upsets B.C.’s aboriginal community and local environmentalists, as it would “violate the integrity of traditional territories” en route to the coast and cause great disturbance in the environmental landscape. According to Greenpeace, a universal environment group, the pipeline would disrupt “1,000 streams and rivers” which contain vital habitats for salmon and divide the B.C.’s Great Bear Rainforest- the last temperate rainforest standing today.

Though the great economic potential in this project is undeniable, the voice of B.C.’s aboriginal community, residents,  and environmentalists must not be lost among  negotiations talks.  These groups are, though some may disagree, important stakeholders in this situation. It is up to Enbridge to acknowledge the opposing perspectives, and act up them. Until then…the debate will only continue on.

Greenpeace’s View: http://www.greenpeace.org/canada/en/campaigns/Energy/tarsands/Get-involved/stop-the-pipeline/

Works Cited:

Digital image. Sustainability.inthekoots.com. N.p., 2 Mar. 2011. Web. 11 Sept. 2012. <http://sustainability.inthekoots.com/2011/b-c-is-beautiful-dont-spoil-it/>.

Mickleburgh, Rob. “B.C. Natives ‘willing to Go to Wall’ against Enbridge Pipeline.” Globe and Mail [Vancouver] 30 July 2012: n. pag. Print.