Check out this excellent interview in MobiAD News with Marc Mielau, Innovation Manager for Mobile Marketing at BMW. Marc gives a tour of BMW’s highly personalized mobile campaign for snow tires that got a 30% conversion rate.

The campaign is a great example of how a mobile website can more than a destination in its own right, it’s also an anchor for mobile campaigns. As Mielau says, “For me, it’s much more important that the bmw.mobi site is an enabler for future interactive campaigns. For example, it’s an enabler for QR code campaigns, because I need to lead the people somewhere, and without bmw.mobi I can’t do it.”

Check out the story. This is where mobile marketing is going.