Development of a Digital Marketing Strategy

These vehicles were later put in various marketing and advertisement agencies where the company believed they can reach as many customers as possible. Another psychological segmentation used by the company was based on the target customers’ personality traits and lifestyle. Some of the commercials used like ‘Jaguar at play’ were meant to attract customers who feel powerful, confident, independent and they like being dynamic in various fields. However distinct the Jaguar cars are in the society new entrants and existing competitors will always place their business at risk. Digital branding, like the one being developed in this project, is the solution to Jaguar lack of meshing a significant mass of customers in the past. The customer sees branding as a way the sellers uses to remind them that the product is great quality and that helps them in making quick decisions on whether to make a purchase.

To the companies, they use branding to remind customers of the uniqueness of the item they are selling compared to others offered in the market. Besides, we always associate branding as a venture that is targeting mass and therefore the company should look for all necessary and appropriate mechanism to inform the clients about the product (Fahlström & Jensen, 2016). Also, the use of technology has changed marketing in a great deal since the client can compare different products online and make a decision on which to purchase without consulting the sellers. As a result, availability of necessary information and quick access to that information online determines the success or failure of the company in question (Arrigo, 2015). The motor industry is one of the most competitive industries in the world.

Success in this industry is not determined by the price or quality of the vehicles but also how well the manufacturer is able to do branding. Thus, digital branding can be described as a better way to market a product through the use of social media sites and other search engines. In so doing, the marketers are able to optimize their advertisement campaigns and that helps in maximizing the conversion rates. The combination of digital marketing and internet branding helps in the creation of a digital brand. The same information is also available in digital platforms where one can get access to any detail about a vehicle in social media or search engines. Therefore, the only way to create a difference and attract more customers is being separate in terms of details pertaining a product from other competitors in the digital space.

The idea has been borrowed from traditional branding strategy where the sellers would try as much as they can to make their product look unique. Gandini (2016) states that the digital space created contain a story about a brand and making sure the presence of that product is felt on the platform. Products that can fit in a mall can easily be displayed for all clients to see as they pass-by or when doing a window shopping. Thus, in the creation of this new digital identity the brand has differentiated itself from what other traditional branding strategies offered (Phillips, et al, 2014). In this case, the brand that is introduced to the online clients must have been something that is tested and have lived its values over a long period.

The importance of this is to ensure the brand we are placing in the digital space is not new to the client. In most cases, one cannot place an advertisement online describing the products they are offering and expect prospective clients to buy the idea without asking for a proof (Schivinski and Dabrowski, 2016). Jaguar is a brand that has been in existence since 1922 and has gone various transformations to make it one of the most sought-after luxury vehicle. Such factors are what will make consider buying Jaguar and not any other brand of vehicle. Another issue that will be considered in designing the digital brand is an understanding of how the challenges the company is facing are important to the target audience (Hassan & Dadwal, 2016).

For instance, a customer might have heard one of his or her friends complaining about the brake pedals, engines of another vehicle, or the time taken to reach a maximum speed of another luxury brand that is competing with Jaguar cars. The digital brand must solve such issues. The solution to the issue will involve informing the prospective clients how Jaguar is the solution to some of these issues. The clients are the ones who will make the business succeed or fall in the long-term. Creating Visibility Use of Online Touchpoints After creation of a market online brand, the next step that was used in designing this digital brand was listing all touchpoints that prospective targets might be exposed to access the product.

The digital space should be wide in this case to ensure all targets fall in the bracket. Some of the touchpoints that were considered are the Jaguar cars website, social media networks like Facebook, Twitter, Nimbuzz, and Instagram, review sites, and online search results like YouTube and others. Traditionally, the Jaguar used to place information about its vehicles in controlled sites like the websites. Font size and color scheme have special appeals in the eyes of the customers. Font size is a just a psychological way of emphasizing the quality of the product especially when it is used on the logo. III. Employing the Gestalt psychology of disorder and order. Kurt Koffka in reference to this principle he said that “The whole exists independently from the parts.

The digital ads enable the manufacturer to have a degree of control to the information that reaches the prospective clients (Lanz and Carmichael, 2015). Also, the digital ads improve the visibility of the touchpoints. The new digital design that is designed in this project will urge the Jaguar Cars to have as many online advertisements as possible to increase the chances of clients receiving the necessary information about their vehicles. Also, the digital branding must be such that it is listed as one of the top engines in the motor vehicle industry. In so doing, it helps in ensuring the clients get the information they want about the Jaguar cars in the least time possible. In some cases, these customers who are the company failed to give relevant feedback can give a bad reputation about the motor company to other prospective customers.

Therefore, the touchpoints created in this case will ensure there is a platform for the clients to give feedback as one way of enhancing credibility (Lanz and Carmichael, 2015). Benefits of the new digital branding to the Jaguar Cars The first step that the company needs to use to build a digital brand is to understand how they can use technology to build relationships with customers from all parts of the world. As a result, the Jaguar will pull all forms of technologies and use them to build relationships with existing and target customers. Solving the issues that are facing the clients using technology will help build credibility and relationships between the company and the clients. The cars are designed by the engineers at the Warwickshire and Coventry and the manufacturing is done at Birmingham.

Its connection with the best manufacturing companies like the British Motors, TATA Motors, and British Leyland has been one of the reasons why the vehicles are regarded as one of the best brands. In a nutshell, the Jaguar Cars used these strategies in branding: Brand Positioning, targeting, and Segmentation in the market to attract the customers (O'Shea, 2016). To some extent, this strategy has been successful especially in the European countries and Indian car market. However, the brand has been experiencing financial challenges especially due to the fact that it faces problems when trying to provide a brand that will meet consumer satisfaction. Some of the Jaguar car models that were used to attract anyone who loves dynamism were Jaguar XKR-S and Jaguar XFR that inflicts a sense of power (O'Shea, 2016).

Therefore, many of the Jaguar cars are designed for high-income earners who want to maintain their social status. Most of these customers are rich and independent and thus are looking for a vehicle that will be seen as a perfect complement to their status. Thus, from the way Jaguar has been doing branding we can see it is a company that aims at occupying a distinct position in the market relative to what other brands like Audi, Mercedes, BMW, and top range Toyota SUV. As a result, Jaguar introduced its Point of Parity (PoP) that involves constant appealing the existing and potential customers that their brand should be used by high-end income earners. Remember Jaguar is a brand designed and manufactured within the United Kingdom which subjects it to hefty import duties in foreign countries.

One of the ways to solve this issue was to assemble and distribute Jaguar cars in the Indian market which helped in reducing the costs and more cars were sold in the following years. However, Jaguar could not adopt strategies in all countries that it was targeting customers. One thing that has contributed to this is the digital branding strategies that have changed the way branding were being done in the past. The technology has enabled other manufacturers to differentiate their products and reduce the operational costs. An average score of 8. 18/10 was given to the Jaguar model. According to the site, Jaguar remains one of the oldest car brands but the presence of a coupe, convertible designs, and a modern sedan has made it one of the best choices for the customers who want athleticism and elegance.

The V8 engines present in the modern Jaguar high profile models like XJ and F-Type places them higher when compared to the V6s and turbo-fours. Also, their interior quality is one of the best in luxury brands. The Volvo is number seven with a score of 8. 35/10 due to its stylish designs that come in the form of Sedan S90 and Sedan S60 and wagons V90 and V60. As a brand that has been on the market for long, it has a reputation of being one of the safest vehicles on the road. Of late they have redesigned the model to include latest automated driving and infotainment which makes the brand excel in-car testing. Moreover, the company is known for its leading role in new safety technology in the motor industry.

The model offers luxury performance and accommodation that is not present in many other vehicles. It is also luxurious for families. The German car brand BMW has excelled over decades in making cars that are fun to drive and luxurious. The BMW SUV is the most popular brand of the company but in it has also perfected in making coupes and sedans like 2, 3, 4, 5, 6, and 7 series. Also, the usnews. The model that is designed by Hyundai is very luxurious and at the same time, cheap compared to other brands in the European market. The model has executive interior design and enough features that would satisfy any customer. As a result, it was rated number 2 with a score of 9/10 in the latest January 2018 rankings.

Porsche is the most luxurious vehicle in the market with a rating of 9. 1/10 according to the usnews. The current Jaguar brand recognition level Despite having control of a small market in the motor vehicle industry the Jaguar brand has a history of a reputation thanks to many years it has been on the operation. The brand was one of the top luxury car brands that were listed on the usnews. com January of 2018. Thus, the digital brand that this project is designing will not introduce a new product in the market but will just improve the way the company communicates with customers when informing them about the uniqueness of the model. Thus, data were collected from various online platforms like the social media, web analytics, and brand surveys and recorded as follows.

What is Jaguar’s current measure of brand recognition in terms of social media presence, web-analysis and search ranking? Scored 6 out of 10 II. Has Jaguar developed a digital brand using social media presence, web-marketing, and Engine market techniques? Scored 5 out of 10 III. Does Jaguar have an effective digital branding strategy for Jaguar Cars? Scored 6 out of 10 IV. What is Jaguar’s current level of brand recognition in the global market? Scored 5 out of 10 V. Have Jaguar Cars developed an effective branding strategy that would see its sales improve significantly? Scored 4 out of 10 VI. In so doing, the research will have met one its prime objectives of determining the level of recognition on the online search measurements. The following table shows the number of links per the name searched.

Search name Number of pages Jaguar 5 Jaguar Land Rover 3 XJL Super sport 1 Jaguar’s XFR 2 Jaguar XKR-S 1 Jaguar XF series 1 Jaguar S-type 4 Jaguars sports cars 4 XE sports Sedan 3 The table shows that there are a few numbers of pages that are present online when one searches names associated with the Jaguar brand. That is an indication there if lack of enough details pertaining a particular brand of the Jaguar. Also, after opening the pages some of the details about these cars are not enough. The digital space will extend the web of customers that need Jaguar cars in most parts of the world. Once a client decides to search for ‘luxury cars’ in different social and online platforms they will be reaching out to Jaguar since it will have high rating.

Digital branding, like the one being developed in this project, is the solution to Jaguar lack of meshing a significant mass of customers in the past (Steenkamp, 2014). Discussion The project was a success in the field of branding. Specifically, it highlighted how technological advancements have not only affected branding but also the way many companies do marketing. One can use the online questions asked by the customers to make the best digital platform by giving solutions and timely feedback to the issues that are raised by the target or existing customers. Another achievement of the project was that it highlighted previous branding strategies used by Jaguar and why they failed to make it the most sought brand in the market. For instance, the Strategy, Targeting and Positioning (STP) technique that was being used by Jaguar terribly failed in the Indian market.

The company decided to be manufacturing vehicles for the Indian market in India but that also did not succeed. Thus, by highlighting these issues the researcher tried to show why the Jaguar manufacturers must take advantage of the technological advancements being experienced in the 21st century to reach out to more customers (Hollebeek, Glynn, & Brodie, 2014). The proposal that was presented to the professor was rated sufficient and the researcher allowed continuing with the final stages of the project. Details collected in this research will be used to better the branding strategies used to market and brand the Jaguar in the online platforms. A Branding Strategy for the Jaguar cars After social media and other online search analysis it is clear that though Jaguar is one of the oldest brand that have been able to maintain a luxury status it has not invested enough on the digital space.

Most of the consumers currently are always busy online looking for new and better products but Jaguar Cars have not taken advantage of such a huge mass. As a result, several posts and videos of the Jaguar products were developed to be used by online users. These platforms were highlighted in this project and how they help in making sure the customer feels the touch and emotion of the vehicles that are being advertised. Manufacturers do not need to start designing and manufacturing companies of vehicles in all countries for the customers to see what they are offering and how it is unique from others. That cost can be cut through the use of a digital space in the form of apps, social media sites, or online channels like the YouTube.

On the high number of luxury vehicles competing with Jaguar, the research indicates that differentiation and the way they communicate with prospective customers via branding are critical. As a result, this project will provide a digital branding strategy that will make Jaguar not improve ranking in the eyes of observers like usnews. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27. Davis, M. The fundamentals of branding. Bloomsbury Publishing. , & Dadwal, S. S. Search Engine Marketing: An Outlining of Conceptualization and Strategic Application. In Competitive Social Media Marketing Strategies (pp. IGI Global. The use of Web analytics for digital marketing performancemeasurement. Industrial Marketing Management, 50, 117-127. Kohli, C. , Suri, R. and Kapoor, A.