MC5055 - Digital Marketing Audit and Strategic Plan for Jaguar Cars

This report presents a comprehensive digital marketing audit and plan for Jaguar Cars, a multinational luxury car manufacturer. The audit covers content marketing, social media, search engine optimization, website usability, and pay-per-click advertising. Based on the audit findings, the report outlines a digital marketing plan with SMART objectives focused on acquiring new customers, generating leads, and increasing conversion rates. The plan incorporates strategies for customer segmentation, value proposition, and channel selection, including social media platforms and search engine optimization. The report also discusses actions for implementing the plan, such as collaborating with content creators, and emphasizes the importance of control and evaluation using key performance indicators. Finally, it addresses a legal constraint, the Data Protection Act 2018, and its potential impact on digital marketing activities.

Business Report

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
The complete and detailed current digital marketing audit of the organisation .........................1
Digital marketing plan ....................................................................................................................4
Setting of SMART objectives......................................................................................................4
Setting of strategies......................................................................................................................5
SMART objectives of digital marketing plan..............................................................................5
Actions for implementation of plan.............................................................................................6
Control and evaluation ...............................................................................................................6
One legal constraint which may affect ONE digital Marketing activity within plan. ..............6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................7

INTRODUCTION
Digital marketing is the most common method to promote the product and services by
using various online channels like website, search engines, email, social media as well as mobile
app. By using these channels the marketers of the company is make effective marketing plan to
promote their product and services in order to get maximum profit and customer base. To define
digital marketing the selected company is Jaguar Cars which was established by William Lyons
and William Walmsley in 1933(Albab, and Munandar 2020). It was multinational car
manufacturing company which deals in Luxury cars and vehicles.
The report highlights assess and analyse the online marketplace and the impact of
dynamic digital environment on consumers and marketing activity. Further, it develop a
conceptual and analytical approach in the planning of digital marketing programmes to an
organisation and its markets.
MAIN BODY
The complete and detailed current digital marketing audit of the organisation
Digital marketing audit refers to the investigation report of all the efforts of marketers
related to the digital marketing. It is the report which consist all the strategies, practices, posts
and ads for the evaluation to provide a clear understanding about the company's current digital
gaps as well as loopholes exist which hinder the performance of company. The manager of
Jaguar Cars make a report investigating current opportunities using a digital approaches for the
marketing of their product (Beqiri, 2020). The manager of Jaguar Cars decided to conduct digital
audit to find out their digital marketing tactics and their performances gaps and to increase the
visibility of product on internet. The digital marketing audit in relevance to Jaguar Cars are as
follows-
Content marketing audit-In this audit, the manager start evaluating their current
inventory of landing pages and blog to know about the current content on the site of Jaguar Cars.
They learn about various aspects such as meta descriptions, title tags as well as tone of many
technical information related their existing content. They use rank-ability and searchability to
determine the needs of target audience. They analyse the current website content to find gaps for
making best strategy to fill the gap by updating content for the making people better understand
1

about the quality, usage and features of product. Further, with discussing with designers,
marketers they make plan to implement changes in content for better marketing,
Social media audit- The manager of Jaguar Cars, conducted the social media in order to
find out the pre planed goals matched with the voice, platforms and creative style which is
currently used by them (Digdowiseiso, Lestari, and An’nisa, 2021). They hire specialist to
analyse the most effective platform of social media which they can used to promote their product
to the large number of customer. The specialist suggest them to make improvement in their
current plan which hinder their popularity on social media. Further, they create a effective plan
by making best advertisement for the posting on Facebook to attract customers.
Search engine optimization audit-The manager of Jaguar Cars hire a specialist to
conduct deep research and investigation about the meta data, background of company's website,
backlinks, crawl ability and many more. This audit helps the manager to find the errors to
prevent the high ranking and drive the traffic towards the site of the Jaguar Cars. It helps the
managers to find the problems, issues and loopholes in their current site for the quick solution
and improvement to increase the sale of the company. No matter how effective the site was built
but there also some issue which creates problems for the marketing of the company (Hastings,,
2021). Further, they make strategic plan to reduce the issues and fix the complicated problems as
well as to make sustainable changes on the website.
2

Illustration 1: Jaguar Land Rover share of the car market in the United Kingdom (UK) from July
2016 to December 2019, by sub-brand, 2022
(Source: Jaguar Land Rover share of the car market in the United Kingdom (UK)
from July 2016 to December 2019, by sub-brand. 2022)
Website audit- This audit is focused on the experience of users, the managers of Jaguar
Cars conduct this audit to determine the how effectively the goals is achieved through this
website. As well as discovering the aim of the website of company I order to find out the
requirement of undated and additional goals which should be priority. By using Card sorting
techniques the specialist test the experience of the user of company's website. It is most effective
way to know about where the features of Jaguar Cars website must live. Further, they make plans
to implement changes and updates in the website of company to increase the experience of users.
PPC audit- As the other audits, the PPC ( pay per click) audit is used by manager to
determine and evaluate the existing movements are performing as well as to determine the ways
to increase their performance. The specialist evaluate the current campaign of Jaguar Cars such
as many multiple metrics like click through rate, impression share, conversion rate, average
position and many more. Further, they suggest the managers about their plus points as well as
area to make improvement for the future effective marketing on digital.
3

They use this audit as educational tool to find the area in which they are good as well as
the area for which they need to make changes and updates in order to make most effective
marketing plan to promote their product and services by using digital marketing platforms to
attract large number of customers.
Digital marketing plan
Digital marketing plan can be described as a document that outlines the pre-determined
marketing goals that are to achieved by an organisation. It majorly covers advertising, e-mail
marketing, paid search, search engine optimization and many more. Managers of Jaguar have
performed the digital marketing audit which uncovers that they are lacking in acquiring new
customer base, lead generation and user experience (Kurniawan, and et.al., 2021). Digital
marketing plan which is made to fulfil their above mentioned objective in relevance with Jaguar
are discussed below:
Setting of SMART objectives
In order to set SMART objectives, it is imperative for managers to understand the RACE
model which is as follows: Research- At first phase of digital marketing plan, marketing professionals perform
extensive research regarding the market trends and customer preferences. It also includes
perform market search for targeted audience and communicational channels. Strategists
of Jaguar have perform extensive research for assessing the customers demands for
procuring luxury cars. At this stage they also have to assess the competition in market. Action planning – At this stage, a strategic plan is developed by organisational managers
which helps them to determine what kind of information and in which manner can be
given to target audience in order to stimulate them for purchasing their products.
Managers of Jaguar has also planned a digital marketing plan which consists of type of
platform and disseminated information. Communication- This stage is concerned with development of appropriate
communication channels for the distribution of information in an efficient manner. In
relevance with Jaguar, managers have chosen social media platforms to communicate
about the information of their products.
4

 Evaluation – It is imperative for organisational managers to analyse and evaluate the
effectiveness of promotional campaigns through using key performance indicators.
Managers of Jaguar used varied software to assess and track progress of digital campaign
in a strategic manner.
Setting of strategies
For developing an effective digital marketing plan, managers of Jaguar has to set varied
strategies in regards with customer's segments, value proposition and integration of differential
tools. Jaguar only manufactures luxury cars which can be affordable by effluent and wealthy
people. Thus customer segment of Jaguar is to attract wealthy and indulgent population of UK
who buy these cars for maintaining their status in society (Matura, 2018).
Online value proposition is termed as a positioning statement which is used to explain the
provided benefits and its uniqueness. Online value proposition of Jaguar is to provide luxury cars
with the unique feature of sports and high performance.
Tools which is used by managers of Jaguar for communicating information of their
products to existing customers as well as potential buyers are social media sites such as
Instagram and Facebook. They can other use other digital technology which helps them to reach
a massive number of customer base such as search engine optimization, paid search and e-mail
marketing.
SMART objectives of digital marketing plan
SMART objectives in accordance with Jaguar are discussed below:
Managers of Jaguar have to acquire the new customer segment, lead generation and increase of
conversion rates through its digital marketing plan. For this purpose it has set objectives such as
 Increase the value of average orders through website and mobile application to 20 at the
end of quarter.
 Have 200 likes on an average on new post at Instagram.
For accomplishing above mentioned objectives, it is necessary for managers of Jaguar to
access the customer journey in an effective manner. It needs to ascertain how customers get
aware or get informed about their products(Young, 2019). Next step in consumer journey is
acquisition whereby, it has been assessed the customer desire, demands and rationale for visiting
the website again. These needs to be assessed by strategists of Jaguar. Third step in customer
5

journey is concerned with conversion whereby, managers have to assess that how they make a
decision for purchasing anything.
Actions for implementation of plan
For better implementation of a digital plan, it is needful for managers of Jaguar to frame
strategies for improving the conversion rates. Managers make collaborations with content
creators so that they can post their content on social sites in order to engage existing as well as
potential customers (McLean, 2019). Their content should be engaging which helps them to
acquire new users towards their social site handles.
Control and evaluation
It is imperative for managers of Jaguar to critically evaluate and control the digital
marketing plan through the use of key performance indicators like benchmarking and tracking
progress through reviews as well as feedbacks. For instance, they can track their following and
like list on Instagram. They can ask their customers for giving feedbacks about their user
experience. This also helps them to gain valuable insights about their customer experiences.
They can also track the likes, comments and share of their followers that help them to keep a
close check on conversion rates of their customers(Wickramasinghe, and Breda, 2020).
One legal constraint which may affect ONE digital Marketing activity within plan.
The privacy law obligation such as the Data Protection Act 2018 which has great impact
on the marketing activity of Jaguar Cars. The company is responsible for utilising personal data
have to flow and operate under strict rules known as data protection principle. The managers of
Jaguar Cars make sure that the information is used lawfully, fairly and transparently. The
managers make effective plan to conduct all the information on website must be accurate, in
order to protect the right of users as well as make customer understand the features, rule and
regulation related to the product. The advertisement consist all the necessary details regarding
the warning, using and various rule and regulation which the company follow to sell the product
in the market (Mcom, 2020). If the company and the manager conduct any fraudulent practice as
well as harm the customers in any way the government take strict against them which leads to
decline in their sales, reputation and market value.
6

CONCLUSION
As per above presented information, it is concluded that digital marketing is most
effective tools for marketers to promote the product and services to the large number of
customers globally. The managers conduct digital marketing audit in order to find out the issues,
gaps and loopholes in their current marketing campaign as well as in their company's website to
make changes to increase the experience of loyal customer base. Further, they make plan to
implement the changes as well as acquiring new customer segment, user experience and lead
generation.
REFERENCES
Online
Jaguar Land Rover share of the car market in the United Kingdom (UK) from July 2016 to
December 2019, by sub-brand. 2022 [Online]. Available through :
<https://www.statista.com/statistics/387321/volkswagen-car-market-share-in-the-united-
kingdom/>
Albab, B. and Munandar, A.I., 2020. The role of youth in managing village-owned enterprises
(BUMDES) through digital marketing. In Managing Learning Organization in Industry
4.0 (pp. 279-282). Routledge.
Beqiri, G., 2020. Digital Marketing and its Impact on Sales.
Digdowiseiso, K., Lestari, R. and An’nisa, B., 2021. The Effects of Brand Ambassador, Digital
Marketing, and Instagram Use on Brand Trust: A Case Study of Scarlett Whitening
Product. Budapest International Research and Critics Institute (BIRCI-Journal):
Humanities and Social Sciences, 4(4), pp.12027-12033.
Hastings, T.J., 2021. Engaging in God’s Mission in the Age of Digital Marketing. International
Bulletin of Mission Research, 45(2), pp.104-107.
Kurniawan, W., et. al., 2021. Pelatihan Digital Marketing pada Penerbit CV Pena Persada. J-
ABDIPAMAS (Jurnal Pengabdian Kepada Masyarakat), 5(2), pp.9-14.
Matura, P., 2018. Digital Marketing Mix Strategies in the Tourism Industry in Zimbabwe: A
Masvingo Tourism Destination Perspective. International Journal of Engineering and
Management Research (IJEMR), 8(6), pp.211-219.
McLean, G., 2019. Digital Marketing Fundamentals.
Mcom, J.K., 2020. 5. THE NEW ERA OF DIFFERENT TYPES OF DIGITAL MARKETING
FOR ECONOMY GROWTH IN INDIA. International Review of Business and
Economics, 4, pp.23-27.
Wickramasinghe, K. and Breda, J., 2020. Digital marketing of harmful foods to children: a
global concern. UNSCN News, (45), pp.64-67.
Young, K., 2019. Real Banks' Successes-and Struggles-with Digital Marketing. American
Bankers Association. ABA Banking Journal, 111(1), p.48.
7

8