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Jaguar Land Rover Uses Cross Channel Marketing To Drive Its Digital Sales

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320px-LandRover

About:

Jaguar Land Rover is the UK’s largest automotive manufacturing business, built around two iconic British car brands: Land Rover, the world’s leading manufacturer of premium all-terrain vehicles and Jaguar, one of the world’s premier luxury sports saloon and sports car marques.

Under the ownership of Tata Motors Limited, Jaguar Land Rover is transforming its business to realise the full potential of its brands and deliver profitable results. Driving the business is a world-class team of 32,000 people globally. In addition we support more than 210,000 UK jobs through the supply chain, dealer network and wider economy.

All of our cars are engineered and designed in Britain and while we have ambitious plans for global growth, the heart of the business remains in the UK. We have invested billions of pounds in our state-of-the-art production, research and development facilities. In fact, Jaguar Land Rover is the biggest UK investor in R&D in the manufacturing sector – ahead of British Aerospace and Rolls-Royce – and in the global top 100 for R&D spend. This investment, along with our on-going support of local communities and encouragement to get young people to seek jobs in engineering has led to Jaguar Land Rover winning the Responsible Business of the Year Award – an accolade we take great pride in achieving.

Jaguar Land Rover is a company that brings together two much loved, highly prestigious British car brands. After Tata Motors acquired Jaguar and Land Rover from Ford in 2008, it merged the two marques into a single company and its success has flourished, with memorable vehicles and innovative technologies that add to a long-lasting legacy.

Sales and profits have risen year on year, with more exciting chapters in the histories of these two brands still to be written.

Land Rover’s Business Objectives:

According to Vehicle Shopper Path to Purchase, a study conducted by Millward Brown Digital and Google in September 2013, 95 percent of vehicle shoppers use digital channels to research. Land Rover wanted to reach those shoppers on all their devices at every point in the funnel. To do that, the brand turned to Google to run cross-channel Range Rover campaigns on search, display, social, and YouTube.

Kim Kyaw, Land Rover’s digital marketing and social media manager, says, “Digital is one of the only mediums where you can reach everybody, from upper-funnel awareness down to people ready to buy right now.”

  • Reach consumers at all points of the purchase journey
  • Create memorable interactions with the Land Rover brand
  • Convert shoppers into sales

Approach adopted by Land Rover:

  • Created a continuous brand experience with cross-channel marketing
  • Engaged consumers at scale on the Google Display Network
  • Ran homepage masthead and Masthead in Lightbox ads on YouTube
  • Maximized visibility with mobile, search and Google+

Masthead ads do more than drive clicks; they create an average 3.8x one-day lift in branded searches as well, which was good for Land Rover because strong search marketing is one of the keys to driving traffic to its website. “Search directs about 30% of total in-market shopping traffic to our properties,” says Kyaw.

A major mobile presence helps them capture users at all those moments, as do social channels such as Google+. “When someone searches for us, in many cases they’ll see in the organic results what we’ve published recently on Google+,” Kyaw notes. “And adding social annotations gave us a 10% lift in click-through rate to LandRoverUSA.com.”

Results achieved by Land Rover:

Since 2011, Land Rover has increased the digital share of its marketing budget from 15 percent to 37 percent, and watched sales rise by double digits each year. Today, 15 percent of Land Rover’s sales come from digital – and cross-channel marketing is playing a growing role.

“Cross-channel digital marketing has become a cornerstone of our growth as a brand,” says Kyaw.

As Land Rover moves forward, it sees its partnership with Google evolving. “It’s always fun to work with a partner who’s going to push you and bring you new ideas,” says Kyaw. “With Google, we work together to find the best solution for Land Rover’s needs. It’s a true partnership.”

  • 100M impressions and 12% engagement rate on YouTube homepage masthead
  • 11M more impressions and 3.85% engagement rate on Masthead in Lightbox
  • Online leads now responsible for nearly 15% of Land Rover’s total sales
  • 10% rise in search ad CTR with addition of social annotations

Learnings:

There are a lot of things to be learned from this specific study. Some of them are:

  • Creation of memorable brand experience with video
  • Maximizing visibility with mobile, search and social media
  • Capturing consumers at all stages of purchase process
  • Learning about the power of YouTube as a digital marketing medium

Credits: clickz, thinkwithgoogle, articlesfactory, jaguarlandrover, youtube

  • Digital-Marketing

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