British luxury carmaker, Jaguar Land Rover, has notched up its digital sales, hitting a mark of 15% from online leads. The group, owned by Indian carmaker Tata Motors, used its cross-channel marketing strategy to engage shoppers at every touch point of their purchasing process. The strategy was put in place by a partnership with Google.
“Cross-channel digital marketing has become a cornerstone of our growth as a brand,” said Kim Kyaw, Land Rover’s Digital Marketing and Social Media Manager. “It’s always fun to work with a partner who’s going to push you and bring you new ideas,” added Kyaw. “With Google, we work together to find the best solution for Land Rover’s needs. It’s a true partnership.”
Knowing that nearly 95% of vehicle shoppers use digital avenues to research their purchases, Land Rover approached Google with an aim to reach out to those shoppers on all their devices, at every point in their buying journey. The luxury brand used cross-channel Range Rover campaigns on search, display, social and YouTube.
“Digital is one of the only mediums where you can reach everybody, from upper-funnel awareness down to people ready to buy right now,” said Kyaw.
Looking for new ways to create awareness for its Range Rover model among buyers, Land Rover used Google Display Network and YouTube to create brand connections with end consumers.
“YouTube opens up new ways for us to tell our story,” he added. “We want people to feel exhilaration, and what better way to do that than with assets that really hit all of the senses?”
Land Rover ran a YouTube homepage takeover, with an expandable Range Rover masthead ad that had an interaction rate of 12%. To extend its impact across Google Display Network, Land Rover used the Masthead in Lightbox. This helped the company achieve an engagement rate of 3.85%.
“The great thing with Engagement Ads is that people can interact with your creative and choose what videos they want to watch,” says Kyaw.
Land Rover went on to use remarketing to continue conversation with people who had expressed interest by watching one of the special Engagement Ads the company played on AdWords. Engagement Ads expand to play video or other bonus content when a user is curious enough to hover over them for two seconds or more.
“If somebody built and priced a Range Rover Evoque on our website but didn't submit a lead, we would show them a Range Rover Evoque rather than a generic ad and say, ‘Find a retailer in your area’,” said Kyaw. Land Rover benefitted from Masthead ads which create an average 3.8x one-day lift in branded searches as well. “Search directs about 30% of total in-market shopping traffic to our properties,” Kyaw noted.
“When someone searches for us, in many cases they’ll see in the organic results what we’ve published recently on Google+,” Kyaw explained. “And adding social annotations gave us a 10% lift in the click-through rate to LandRoverUSA.com.”
Since 2011, Land Rover has increased the digital share of its marketing budget from 15% to 37%, and watched sales rise by double digits each year.
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