Analysis of Jaguar and Aston Martin Social Media Strategies

This report provides a comprehensive analysis and evaluation of the social media strategies employed by two British automotive companies, Jaguar and Aston Martin, for their respective product launches: the Jaguar XE sports sedan and the Aston Martin DBX. The study investigates the companies' use of social media platforms, including Facebook, Instagram, and Twitter, to promote their brands, engage with customers, and drive sales. It examines the content strategies, follower engagement, and overall effectiveness of their campaigns, considering factors such as influencer marketing, hashtag usage, and paid advertising. The report compares the approaches of the two companies, highlighting their strengths and weaknesses, and concludes with recommendations for optimizing social media strategies in the automotive industry. The report also references various academic journals and online resources to support its findings.

Analysis and Evaluation of
Two Product Introductions
Using Social Networks for
Two Organisations

Contents
INTRODUCTION...........................................................................................................................3
Section 1..........................................................................................................................................3
Research and Analysis.....................................................................................................................3
Section 2..........................................................................................................................................5
Analysis and Evaluation..................................................................................................................5
Section 3..........................................................................................................................................6
Evaluation and conclusion...............................................................................................................6
REFERENCES................................................................................................................................9

INTRODUCTION
Social media marketing has the significant usage of social media platforms and website
for promotion of products and services all around the world (Hardy, J., 2017). The term
eMarketing and digital marketing have built in with data analytical tools enabling companies to
track the progress and proper engagements of a campaign.
Company tends to have appropriate addressing the different stakeholder with usage of
factbook, Instagram, snapchat, pin interest, twitter, YouTube and LinkedIn. In this report, there
will be discussion on two successful British automotive companies i.e. Jaguar and Aston Martin
social media strategy and the level of its effective impacts on the sales brand loyalty
performance. The recent model for Aston Martin is DBX and Jaguar is classic XE sports sedan.
Section 1
Research and Analysis
Jaguar, the luxury car marque is ramping the social media marketing strategy as the firm is
looking more in way for relevant and innovative ways building the brand through digital
channels. The firm is active of social media as third most engages brand of UK on Facebook
with scoring engagement level of 12 %. The firm have launched a social media campaign to stir
up buzz of the UK debut classic XE sports sedan model (Knox, J., Negrões, N., Marchini, S.,
Barboza, K., Guanacoma, G., Balhau, P., Tobler, M.W. and Glikman, J.A., 2019). The firm is
working out to have with We Are Social on the campaign, which kicks off today with aimed of
generating interest and conversations around forthcoming model launch.
Currently jaguar is having 18million followers with having the regulars visit of around 1.25 k.
The firm have the 1 post average for the per days. As 44% of auto consumer have stated as to
learn about new car launch on Facebooks or other messaging services. Post are engaged with
proper shares, reactions and comments. The current strategy launched with the dedicated
approaches to increase fan community. On Instagram, the firm have 11.6 million followers with
2389 posts. on an average the post has 80k likes and 500 comments. As comparative to
Facebook the firm is more on Instagram. Twitter handle on jaguar joined in august 2011 have
123 K followers with 387 following (Gunelius, S., 2011). There is positing of various video
describing the various feature of new model. The firm is less active on the twitter as
comparative to Facebook and Instagram.
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On other hand Antes martin DBX is the bard new architecture to carry the occupants in true
Asia Martin styes. The model is brimming with new technology has been comfortable,
sumptuous and luxurious. the model is light weight aluminium construction and its world-
leading Aston Martin powertrain and suspension. On Facebook, the firm have around 8 million
followers an having 9773 visits (Lakshmi, K.R. and Sengottuvelu, C., 2017). Posting of videos
and photos is been done on alternative day having average 5.5 k likes and 100 comments on the
post. the post of DBX have been share 203 times (Aston martin leverage new product with
social media push.2020). On Instagram, there are 9.7M followers with 2723 post and 254
following. Firm is more active on Instagram as putting up regular post getting the average like of
120K and 100 comment. On the twitter handle, the company have joined in January 2010 with
1.3 Million followers and 1909 following. The firm has average 3 post per day. On an average,
the post is retweeted 158 times.
Social media
platform
Jaguar Aston martin
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Facebook 18million followers
Profile visit of around 1.25 k.
Post are engaged with proper
shares, reactions and comments.
Strategy is to increase fan
community.
Scoring engagement level of 12
%
8 million followers
9773 visits
Videos and photos post on alternative
day
Average 5.5 k likes
100 comments
DBX have been share 203 times
Instagram 11.6 million followers
2389 posts
Average 80k likes & 500
comments.
9.7M followers
2723 post
254 following
regular post
Average like 120K and 100 comment.
Twitter Joined in august 2011
1.23 M followers
387 following.
Less active on twitter
January 2010
1.3 Million followers
1909 following
158 times retweet
Section 2
Analysis and Evaluation
Jaguar launches an updated 2020 XE sport sedan in auto show of New York. Currently jaguar is
buying more tickets of TV ads after the quite period were socials media via organic posts with
some paid aids. The firm biggest outlays are as results of stay at home orders. Currently jaguar
is having more pressure on the classic XE sports sedan ads which are more modern and
innovative (Nwokah, N.G. and Aeenee, F.L., 2017). There is major level of attraction on the TV
ads via Sky’s Ad smart platform which entice viewer to visit to the local jaguar showroom. The
company is using the proactive strategy of social media marketing with regular posting of new
online content. This can be seen through digital photos, digital videos, text, and conversations. It
is also represented through sharing of content and information from others via weblinks.
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Company is trying to go ahead with proper sponsorship of new Sky documentaries as a
progressive approach for digitalise display targeting and brand safety. This will be helpful in
securing the virtual demonstration and adaption of changing consumer journeys. The firm have
major level of focus on the influencer marketing with paying attention on communication
channels with social media influencers and social media personalities and effective customer
engagement tools. Facebook and LinkedIn are leading social media platforms where users can
hyper-target their ads. Jaguar have mainly focused the feature of the model with short attention
spans evident with reach of 20 million
On the other hand, Aston martin paying major level of attention in launching 158 times safety
campaigns as corporate social responsibility. On the other hand, the later firm have faces
allegation of fake photos to be used in differ social campaigns. The companies have major
involvement with visual with looking into the video content with kick start campaign. in
analysing the various post on different websites, the video is approx 1 minute (SEO, Design,
Inbound Marketing & Social Media.2019).Aston martin is posting the video on each and every
platform. This ross opportunity of social media sites has givens organization looking around it
target follower with increasing awareness (Ulas, S. and Vural, Z.B., 2019). Building brand
loyalty on social media will have the increase the organization following. The company is using
there passive approach of market information and customer perspectives. Blogs, content
communities, and forums are platforms in which the individuals share their reviews and
recommendations of brands, products, and services.
. As jaguar is less active as compare for boosting engages interacting with fans. Jaguar is using
the AIDA model for effective marketing for capturing with consumer attention, pique interest
with creating desire and get actions. But utilizing the Instagram’s is creating the impulsive
shopping experience are creating major outlook to the ground of visiting more social media
website.
Section 3
Evaluation and conclusion
Jaguar have the solid social strategy which is the key success evidently relying on the profile’s
influencer looking to create proper conversation. The firm is promoting high profile influencers
with brand ethos an immediate product. This is helpful in developing deeper consumer
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connections. On the other hand, Aston martin have clear belief while promoting the model with
implementing of 4 I’s that’s is involvement, interaction, intimacy and influence (JAGUAR USA
SOCIAL MEDIA USER GUIDELINES,.2017). As simply assigning major point to engagement
to consumer is not enough. the recent hashtags of the jaguar are #jaguar #thousandmilestare
#presentenamoradoscaruaru #crystalshop #heartopenchallenge #fireplaceremodel. In addition,
the hashtags analytical based on the 1% sample size have major level of attention in year 2020 at
the time of May, June and July. Company tends to have appropriate addressing the different
stakeholder with usage of factbook, Instagram, snapchat, pin interest, twitter, YouTube and
LinkedIn (Wang, Y.Y., Guo, C., Susarla, A. and Sambamurthy, V., 2017). This opportunity of
social media sites has givens organization looking around it target follower with increasing
awareness. Building brand loyalty on social media will have the increase the organization
following. There have been great usage of hashtags and competition looking to be effective
approach in way of employee engagements a product launch. Hashtags were majorly used before
and after before launching of the products is helpful in launching various effective trends on the
social media. This is helpful in bringing out the current text and conversation recent. This is also
helpful in looking the major watching or discussing the show. Even though the hashtags on
Facebooks have to look into more activates in performance of firm.
On the other hand, looking at the different website, competition have encouraged the user in
engaging connecting ad commenting and strong to enter the competition in specific manner.
Both the firm is facing major level of competition building major fan base looking out to engages
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audiences by allowing marketing efforts to be amplified (JAGUAR.2018). The post is
continuously looking out to have average 100 k likes with 100 comments. Organization have
need to be consistent with planning and executing operation in sensible mannered.
Conclusion
Social media is effective communications channels for the modern business allowing the
companies to be cost effective as tech savvy audiences. There have been great usage of hashtags
and competition looking to be effective approach in way of employee engagements a product
launch. As being so much competitive firm, there is need to have major level of interaction
proper capital and regular marketing (Jaguar Announces US I-PACE Marketing
Campaign.2018). Both the companies are introducing more video to followers to different social
media. There is need to idea the right medium to reach proper customer segment. Organization
have need to be consistent with planning and executing operation in sensible mannered. Online
activities are needed to be learns improve nd involves the approach towards social media.
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REFERENCES
Books and Journals
Online
Hardy, J., 2017. Commentary: Branded Content and Media-Marketing Convergence. The
Political Economy of Communication, 5(1).<
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Knox, J., Negrões, N., Marchini, S., Barboza, K., Guanacoma, G., Balhau, P., Tobler, M.W. and
Glikman, J.A., 2019. Jaguar Persecution Without “Cowflict”: Insights From Protected Territories
in the Bolivian Amazon. Frontiers in Ecology and Evolution, 7, p.494.<
https://www.researchgate.net/publication/337951991_Jaguar_Persecution_Without_Cowflict_Ins
ights_From_Protected_Territories_in_the_Bolivian_Amazon>
Gunelius, S., 2011. 30 Minute Social Media Marketing. McGraw-Hill.
Lakshmi, K.R. and Sengottuvelu, C., 2017. Social media as a tool for brand building in the
automobile industry. TRANS Asian Journal of Marketing & Management Research (TAJMMR),
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Nwokah, N.G. and Aeenee, F.L., 2017. Social media marketing and business success of
automobile dealers in Rivers State. American Journal of Industrial and Business Management,
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automobile brands’ corporate social media applications. Online Journal of Communication and
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Wang, Y.Y., Guo, C., Susarla, A. and Sambamurthy, V., 2017. Online to Offline: The Impact of
Social Media on Offline Sales in the Automobile Industry. Available at SSRN 3094789. .<
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