Marketing Brief

Marketing Brief

Jaguar Brand

Marketing Campaign Summary

Jaguar is a famous luxury car brand that known for innovation and value for money to customers.  In competitive market segment, the company has implemented an integrated social media marketing strategy in order to build and sustain a significant market share through various social media platforms (Akyol, 2013).Jaguars social media campaign strategy has been dabbed “We Are Social” and is intended to engage customers in both UK and global market. The social media campaign strategy has been implemented through digital marketing agencies that utilize different channels to push the Jaguar brand mainly on Twitter and Facebook (Dorenda-Zaborowicz, 2012). Major activities have involved marketing events and product launches which have been communicated widely to social media users.

Campaign Analysis

The Jaguar “We Are Social” social media marketing has been running for the past 6 months and focuses on marketing project that are intended at attracting and retaining customers. The most successful recent project is the launch of Jaguar XF automobile which was widely advertised on Twitter and Facebook (Atwong, 2015). Additionally, the campaign has succeeded in segmenting the global market with a team exclusively focusing on the Chinese market through social media platforms. The team uses creative design and innovative approaches to strategically improve the brand and increase UK and global sales for the Jaguar brand (Bernhardt, Mays& Hall, 2012). The marketing team is confident that effective use of popular social media in an innovative manner will enable the company to boost its standing in the U.K and global luxury car market. Spark44, one of the social media marketing strategy agencies appointed by Jaguar launched the global marketing campaign aimed at positioning the brand to global customers. In a market where competition is high, it is important for Jaguar to increase its spending on social media marketing and also to boost social media activity (Zarrella, 2009). The company should also focus more on content strategy in order to target the various segments of U.K and global market.

Engagement Strategy

Jaguar social media marketing agencies have effectively used Facebook, Youtube and Twitter to directly engage customers. Using the hastag feature on Twitter, the marketing agencies launched and monitored the “We Are Social” campaign (Raksha, 2014). The company has also used video content to launch the “#TheAudition”. Youtube users have live experience of the “Art of Performance” video posted on Facebook and Youtube played a significant role in providing a vivid experience of driving the Jaguar FX. Other channels of engagement included Facebook chats and regular tweets on Twitter intended to inspire customers to purchase Jaguar products.

Land Rover Brand

Marketing Campaign Summary

Land Rover is a world known U.K automobile brand with outlets in major cities. In an effort to keep with changes in the marketing strategy, the company engaged Brooklyn Brothers to spearhead its social media strategy across the world. The company developed video and text. Land Rover used an integrated approach to social media marketing, ensuring that all product launches are communicated to all social media platforms (Egan, 2016). Additionally, the agency has a global PR intended to answer queries from customers across the globe about the brand. The company effectively used Facebook, Twitter and Youtube to reach customers and directly influence them to purchase Land Rover products. The main aim of the campaign was to build meaning by following customers to global social media platform using a narrative that suits each segment of the market. In addition, the British luxury brand used an interactive game to give users an experience of their product (Hayes, 2013). The game, dubbed Novella was launched on Tumblr and included interactive photos, narration and vivid sounds. The goal of the digital experience is to stimulate the spirit of adventure and inspire customers to desire the product, thus increasing sales.

Campaign Analysis

Land Rover used Tumblr, Facebook, Twitter and Youtube pages to engage with customers using carefully crafted content. On Tumblr, the company focused on giving customers a digital experience of driving a Range Rover in order to stimulate their senses and desire the product.  On Facebook, the marketing agencies used chat features, posts and comments to directly interact with customers. On Twitter, the hashtag feature was effectively used and the follow feature used to keep in touch with market influencers (Hayes, 2013). For instance, the #WellStoriedhashtag was trending at some point during the campaign period. Creativity and innovation was at the core of the implementation of the strategy. For instance, the integration of content across different social media to provide social media users on different platforms with a similar experience was unique about the Land Rover social media strategy. However, the company should work on increasing paid media partnerships in order to sustain social media campaigns. Additionally, the company should focus on increasing the use of influencers such as legendary Ferrari champions endorsing the products. The social media campaign was largely effective (Egan, 2016). Youtube videos reached 6 million views in four months.

 

Engagement Strategy

The Land Rover customer engagement strategy included Youtube video to give customers an experience of the product. Additionally, the use of interactive games on Tumblr and Facebook chats and comments proved effective in reaching out to social media users. The “Arctic Journey” video gave users the experience of driving in winter (Raksha, 2014). On Twitter, the marketing team used the hashtag “#TheAudition” feature to raise awareness about the brand especially when targeting specific market segments.

Social Media Platforms

Facebook

To begin with sharing and uploading of images is the first feature that draws great attention for both buyers and sellers on a SMM site. Next in line is the addition of “Newsfeed” which tells consumers what is trending in these sites. Sharing and Like button is another feature which gives ideas in terms of statistics (that how much a product has been liked or disliked by its target consumers or in totality). News items on various other portals for different products can also be shared in Facebook which adds more choices for consumers to choose from. (10 Features That Made Facebook the Most Used Social Media Site, 2014).

Youtube

Videos can be uploaded in a more engaging manner than other SMM sites. Quality of videos in “YouTube” is a much better proposal than other sites. Videos and or audios should be short, clear, visually exciting and purposeful for consumers to be attracted towards them. In the same breath it can be said that tutorial webinars are more meaningful in “YouTube” than any others so educational website looking out for prospective students or for that matter rising singers looking out to extend its reach can easily go for “YouTube” & this can check their acceptability in market.

Twitter

This is an extremely concise site in terms of expression. Twitter comprises of just 140 characters and hence marketing should be to the point rather than elaborative. Like and Retweets are available here which measures the popularity of the concerned product. Using of statistics, small quotes and videos of products can also be helpful since it engages consumers and a relationship can be built between the buyer and the seller. To allow trends in “Twitter” (# or Hastags) is the process that allows the conversation to reach beyond a limited audience.

LinkedIn

Linkedin is a more professional site than social media marketing one. Here mainly the companies and the jobseekers interact for their requirements. It’s a B2B platform rather than a B2C one. In case of Linkedin sharing of informal events and then conversing around them rarely happens (unlike Twitter, or Facebook). One of the main aspects of Linkedin is to add different people from different verticals and converse on individual experiences thereby increasing industry knowledge.

Google+

Google+ is a social networking site and it’s more or less similar to “Twitter” and or “Facebook”. Videos can be followed in Google+ and it can be reviewed too but with the help of the “circles”. “Circle” creation is an asset in Google+ since products can be promoted through these circles which would convert the potential sale into a real one. Personalization can also be done in Google+ which is an extremely beneficial tool as all products do not cater to all clientele bases.

Pinterest

Pinterest is an online marketing site but there are some interesting facts attached to it. Primarily Pinterest allows images to be load in its site with a text which should be concise and catchy for the consumer to be attracted to it. Secondly once the consumer clicks the images it should automatically take him to the seller’s website where details of the products are given. It has to be kept in mind that the images should be of advance quality which should draw the attention of the consumer and would force them to visit the sites of the products. (Egan, 2016).

Acquiring and retaining existing clientele bases are extremely necessary for companies since it would enhance their value in the market. Social media marketing plays an extremely crucial role in the acquisition and or retention of consumers. In reality it is much easier for companies to retain the old ones rather than acquiring new clients since cost effectiveness would remain more with the existing clients rather than the newer ones. How well a company is able to utilize the social media marketing in retaining its old consumers are the best parameters to judge the policies and values of a company. Before getting into the innovative ways for companies to keep existing clients and acquire newer clients through SMM sites one should follow up the data in the buying pattern of consumers. Any consumer who provides bulk purchases through SMM sites have to be kept in a high priority bucket rather than someone who buys products once in a while (Akyol, 2013). Now to lure these consumers companies should offer high value coupon rates while for consumers with lower buying patterns must be encouraged with customized coupon rates. In addition to this engagement with the consumers are a must and hence companies should have 24*7 online support so that grievances could be sorted out during the time of lapses.  Opinions from consumers should also be looked upon to improve the system of these SMM sites. Maintenance of its sites through regular content is a clear “NO” since competitors might come up with exciting one liners that might attract the consumers, so scaling up the ladder through proper advertisement is the need of the hour for all SMM sites. The advantage with this kind of promotion is, existing clients would fall for it and newer clients will be drawn towards it listening to the existing ones. Who doesn’t like to have offers and discounts pouring in from the sky?? Well almost everyone in this earth likes to be pampered around and hence SMM sites should offer their loyal consumers with extra perks and privileges and must ensure them about their value addition to their respective companies (Zarrella, 2009). In addition companies should send personal mails, letters and obviously call up special consumers to recognize their contribution towards their company. Companies should also send mails to consumers who are not so frequent in SMM sites and hence they should be encouraged through customized mails, awareness campaign, and customized coupons (Zarrella, 2009). Customer feedback should be displayed in SMM sites which would not only encourage the existing clients in buying a product but would allow the newer clients to have a sneak peak on to a product, thus designing of the site should be attractive in nature, traffic of the website must be checked and enhanced properly so that loading time is minimal, options should be of manifold allowing the high end consumers as well as the lower end consumers to have equal buying opportunities, shipping time of the product and charges associated with the delivery must be worthy enough for the consumers to fall for it (Zarrella, 2009).

Feedback of any social campaign is necessary to understand whether the promotion went in a successful manner or it failed miserably, to bring it down to minor details companies have to fix up their metrics which would give them a clear idea (Akyol, 2013). Initially the company should fix up their goals and their respective parameters such as spreading awareness among its clients on newer products, or increase their database (in terms of acquiring newer clients) or seek attention from local or national news media (Akyol, 2013). Once the goals are decided next target is to find what kind of parameters are chosen, for instance if the companies are going for unveiling of newer products then companies should focus on “likes”, “shares”, “tweets” where as if the companies are more into building of clientele bases then it should be more of “replies” and “comments”. Next target is obviously to match up the results and see whether the expectations met the actual one or not. Along with the results of the company it also needs to tally the results of its competitors (Akyol, 2013). Shareholder’s return must also be looked into by the companies and hence proper valuation of a campaign is needed. Companies should have the flexibility of changing their parameters too if need be to alter its results but not by a huge margin as social media is a dynamic platform. Results needs to be tallied on a regular basis (time frame has to be chosen by the company itself) and on the basis of that a campaign should be declared as a successful one or a missed one (Akyol, 2013).

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

APPENDIX

Diary

 

WEEK SOCIAL MEDIA PLATFORM ACTIVITY
Jaguar Brand

 

Week 1:

 

Facebook

 

 

·         Jaguar uploaded and shared images of the new Jaguar FX product to that draws great attention for both buyers and sellers.
  Twitter

 

·         #TheAuditionhashtag trends in “Twitter” allowing conversations about the Jaguar product to reach beyond a limited audience.
  LinkedIn

 

·         No activity
  Youtube ·         #TheAudition video uploaded on Jaguar Youtube channel. Views reach 800,000.
  Pinterest

 

·      Images of the new Jaguar FX product posted on Pinterest
  Google+

 

·      Add Jaguar to my Google+ circle.
Week 2:

 

Facebook

 

 

·         Jaguar marketing team shared a video of the #TheAudition for buyers and sellers

·         Facebook users commented and the marketing team replied to queries from potential buyers.

  Twitter

 

·         Hashtag#TheAuditionpromotion trended on Twitter

·         Marketing team shared images of the new Jaguar model

  LinkedIn

 

·         No activity
  Youtube ·         A short movie  of Jaguar FX tour uploaded
  Pinterest

 

·         No activity
  Google+

 

·         I commented on a Jaguar photo on Google+ .
Week 3 Facebook

 

 

·         Photos of Jaguar FX posted on Facebook. Customers commented on the perceived performance of the vehicle.
  Twitter

 

·         No activity
  LinkedIn

 

·         No activity
  Youtube ·         Jaguar FX views hit 2 million.
  Pinterest

 

·         No activity
  Google+

 

·         No activity
Week 4 Facebook

 

 

·         Facebook users have live experience of the “Art of Performance” video posted on Facebook
  Twitter

 

·         #TheAudition trending on Twitter. Conversation of the performance of the new Jaguar model.
  LinkedIn

 

·         No activity
  Youtube ·         Video of #WellStoried Jaguar experienced launched on Youtube

·         Jaguar hits 5 million views.

 

  Pinterest

 

·         More photos and comments on the quality and features of Jaguar FX
  Google+

 

·         No activity
Week 5 Facebook

 

 

·         I initiated a Facebook chat on the new Jaguar FX model with one of the online marketing agents.
  Twitter

 

·         Real time conversation about the #WellStoried video
  LinkedIn

 

·         I added Jaguar to my professional connections
  Youtube ·         I commented on #WellStoried video
  Pinterest

 

·         No activity
  Google+

 

·         No activity
Week 6 Facebook

 

 

·         Received a post encouraging me to take advantage of the discount period
  Twitter

 

·         Jaguar followers hit 4 million.
LinkedIn

 

·         No activity
Youtube ·         Jaguar #WellStoried video hits 8 million
Google+

 

·         Conversations on the quality and features of Jaguar products continue on Google+
Pinterest

 

·         Comments on Jaguar products photos continue on Pinterest

 

 

 

 

 

 

WEEK SOCIAL MEDIA PLATFORM ACTIVITY
Land Rover BRAND
Week 1:

 

Facebook

 

 

·         Received request to become a fan of Land Rover Facebook page. I liked and shared the message to other Facebook users
  Twitter

 

·         #RangeRover Sport SVR: An Arctic Journey trending on Twitter
  Youtube ·         Video of #RangeRover Sport SVR hits 900,000 views.
  Instagram ·         No activity
  Tumblr ·         No activity
  Pinterest

 

·         Land Rover product photos added to Pinterest

 

  Google+

 

·         Joined Land Rover Google+ group

 

Week 2:

 

Facebook

 

 

·         Initiated a Facebook chat with one of the support team members regarding the unique features of RangeRover Sport SVR
  Twitter

 

·         #RangeRoverSportSVRtrending on Twitter with customers commending and contributing to the conversation
  Youtube ·         Video of #RangeRoverSportSVR  Arctic experience uploaded on Youtube
  Instagram ·         Instagram images integrated with Facebook and Twitter to give an single experience
  Tumblr ·         Digital game launched to give users and experience of the RangeRoverSportSVR
  Google+

 

·         Discussion of features of latest model of Range Rover
  Pinterest

 

·         Images of Range Rover added to Pinterest
Week 3 Facebook

 

 

·         Advert to encourage people to purchase Land Rover products launched
  Twitter

 

·         No activity
  Youtube ·         No activity
  Instagram ·         More photos on Land Rover products
  Tumblr ·         More photos on Land Rover products
  Pinterest

 

·         I read through comments of customers on Range Rover product
  Google+

 

·         Took part in a conversation about Range Rover unique features
Week 4 Facebook

 

 

Photos of Adam Ferrara testing out different Land Rover products posted
  Twitter

 

·         Photo of Adam Ferrara on the new RangeRoverSportSVRTwitter
  Youtube ·         Video of RangeRoverSportSVR trending on Youtube
  Instagram ·         No activity
  Tumblr ·         No activity
  Pinterest

 

·         No activity
  Google+

 

·         No activity
Week 5 Facebook

 

 

·         Photos of different Land Rover products posted
  Twitter

 

·         No activity
  Youtube ·         No activity
  Instagram ·         No activity
  Tumblr ·         No activity
  Pinterest

 

·         No activity
  Google+

 

·         No activity
Week 6 Facebook

 

 

·         Photos of different Land Rover products posted on Facebook page

·         Facebook fans reach 1.6 million

Twitter

 

·         No activity
Youtube ·         Land Rover video views reach 5 million
  Instagram ·         No activity
  Tumblr ·         No activity
  Pinterest

 

·         No activity
  Google+

 

·         No activity

 

 

 

 

 

 

 

 

 

References

Akyol, Ş. (2013). Social Media and Marketing: Viral Marketing. Academic Journal Of Interdisciplinary Studies.

Atwong, C. (2015). A Social Media Practicum: An Action-Learning Approach to Social Media Marketing and Analytics. Marketing Education Review, 25(1), 27-31.

Bernhardt, J., Mays, D., & Hall, A. (2012).Social marketing at the right place and right time with new media.Journal Of Social Marketing, 2(2), 130-137.

CONSTANTINIDES, E. 2004.Influencing the online consumer’s behavior: the Web experience.Internet research, 14, 111-126.

Constine, Josh. (2017). Facebook now has 2 billion monthly users and responsibility.

DeGruttola, Megan. (2017). 12 Stats That Prove Social Content Influences Consumer Buying Behavior.

Dorenda-Zaborowicz, M. (2012).Marketing w social media.Nowe Media, 0(3), 59.

Egan, Karisa (2016). The Difference Between Facebook, Twitter, Linkedin, Google+, YouTube, &Pinterest. Retrieved from https://www.impactbnd.com/blog/the-difference-between-facebook-twitter-linkedin-google-youtube-pinterest.

Hayes, Mark (2013). 12 Social Marketing Strategies to Grow Your Online Sales. Retrieved from https://www.shopify.in/blog/7900695-12-social-marketing-strategies-to-grow-your-online-sales

LIMAYEM, M., KHALIFA, M. & FRINI, A. 2000. What makes consumers buy from Internet? A longitudinal study of online shopping. Systems, Man and Cybernetics, Part A: Systems and Humans, IEEE Transactions on, 30, 421-432.

Raksha, J. (2014). YouTube Video Influence 64% Of Consumers To Make Purchase s! Retrieved from https://dazeinfo.com/2014/08/11/youtube-video-influence-64-consumers-make-purchases/

Retrieved from https://stackla.com/blog/12-stats-prove-social-content-influences-consumer-buying-behavior/

Retrieved from https://techcrunch.com/2017/06/27/facebook-2-billion-users/

Zarrella, Dan. (2009). The Social Media Marketing Book (pp. 1-2). North Sebastopol, Canada: O’Reilly Media, Inc.

 

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