Introduction
The automotive industry is ever-evolving, with technological advances and environmental changes leading to the development of new products, services and marketing strategies. Internet marketing is one such tool that has become increasingly popular within the automotive industry over the past few years due to the rise of digital platforms and the convenience of online shopping. The growth of social media, the emergence of online influencers and the increasing availability of mobile devices have all helped to fuel the popularity of internet marketing within the automotive industry.
Background
The Land Rover is a British automobile company that was founded in 1885 as the Rover Company to produce bicycles in Warwickshire, England. Land Rover and Jaguar Cars underwent several ownership changes before being purchased by Tata Motors, an Indian giant automaker, in 2008. Tata Motors renamed the company Jaguar Land Rover Limited in 2013. Range Rover, Electric Plug-In Hybrid, Discover, Defender, Special Vehicle Operations, and Land Rover Classic are just a few of the SUV models that Land Rover manufactures.
Land Rover has settled on life cycle assessment as a tool for all future product development research and operations. Land Rover is well-known for producing unparalleled capabilities and cutting-edge technologies that are well-suited to journeys worldwide. After debuting at the Amsterdam Motor Show in 1948, complete manufacture of the Land Rover Series, I moved to Solihull.
With two basic design and engineering locations, three vehicle manufacturers, an Engine Manufacturing Centre, and a Battery Assembly Centre all located in the UK, we are proud to say that we are a wholly British firm at heart. In addition to our main plant in the United States, we also have production facilities in China, Brazil, India, Austria, and Slovakia. Manchester, Warwick (NAIC), and London are just three of the seven technology centres in the United Kingdom. The others are in Shannon, Ireland; Portland, USA; Budapest, Hungary; and Shanghai, China.
According to data from the fiscal year 2011 through the fiscal year 2021, this chart displays the total annual sales volume, in thousands of vehicles, for British automaker Jaguar Land Rover. During the period under review, the company owned by Tata Motors had increased retail sales volume in all but the most recent two years. The sales downturn continued in 2021, totalling 439,588 units, the second year of sales decline.
The Reimagine plan prioritizes the dual-branding of Land Rover & Jaguar by bringing their respective SUVs into the electric age. Consumers can choose from fully electric versions of every Jaguar and Land Rover model by the decade’s end. This is the first step in the company’s plan to eliminate all carbon emissions from its supply chain, products, and activities by the year 2039. Since 2008, Jaguar Land Rover has become a wholly owned part of Tata Motors, giving it unrivalled access to the world’s foremost experts in technology and sustainability.
This research project is into the role of Internet marketing within the automotive industry, focusing on one selected Automotive Company, namely Jaguar Land Rover (JLR). The primary objective of this study is to evaluate online marketing’s potential as a promotional tool for JLR, emphasizing the evolving internet marketing landscape and the function of internet marketing in general. This study will analyze the success of JLR’s online advertising campaigns and the elements that have contributed to the success of online advertising overall.
This research aims to evaluate the viability of internet marketing as a promotional tool for JLR by analyzing the current trends, challenges and opportunities associated with this type of marketing. The research objectives are to understand the role of internet marketing within the automotive industry, to identify and assess the factors that have contributed to its popularity, and to analyze the potential of internet marketing as a promotional tool for JLR. The research questions are as follows:
- What role does internet marketing play in the automotive industry?
- What factors have contributed to the popularity of internet marketing?
- How can internet marketing expand JLR’s market share?
This research used secondary sources such as industry reports, academic journals, and other relevant authorities to answer the research questions. The findings of this research will be used to provide recommendations to JLR on using internet marketing as a promotional tool.
Literature Review
The use of internet marketing as a promotional tool has become increasingly popular within the automotive industry as companies seek to explore the opportunities it provides. A past review of studies was conducted to understand the role of internet marketing within the automotive industry and to identify the factors that have contributed to its popularity.
The emergence of digital platforms
The first concept discussed was the emergence of digital platforms, which significantly impacted the automotive industry. Internet marketing includes a wide range of digital platforms, such as (SEO), pay-per-click (PPC) advertising, social media marketing, email marketing, and content marketing. Each of these tools can be used to reach potential customers, create brand awareness, and improve customer engagement and loyalty.
Additionally, online marketing allows for targeted campaigns and customized messaging, making it easier for companies to reach the right audience with the right message (Jain & Goyal, 2015). The widespread use of digital platforms such as social media, online influencers and mobile devices has enabled companies to reach a wider audience and engage with customers in a more interactive manner (Amancio, 2019).
Internet marketing is a powerful tool for companies such as Land Rover Jaguar British automobile company, as it allows them to reach customers quickly and easily. According to the 2019, We Are Social and Hootsuite report, the UK has an internet penetration rate of 93%, meaning that almost all of the country’s population is online. This provides Land Rover Jaguar with a vast potential customer base that they can reach with their digital marketing campaigns. Additionally, according to a report by Statista, the number of digital buyers in the UK is expected to grow to 68.8 million by 2021, providing Land Rover Jaguar with a continuously growing potential customer base. This demonstrates the effectiveness of internet marketing as a promotional tool for Land Rover Jaguar (Fuchs & Schreier, 2011).
The increasing availability of online shopping
The second concept discussed was the increasing availability of online shopping, which has significantly impacted the automotive industry. Online shopping has enabled customers to purchase vehicles online, eliminating the need for physical interaction with sales personnel and making the process more convenient for customers (Lamb, Hair & McDaniel, 2016). This has led to an increased focus on internet marketing within the automotive industry as companies seek to capitalize on the convenience and accessibility of online shopping.
Jaguar has more potential for growth than its rival. According to CEO Jemmick JLR, the average Jaguar dealer incurred losses in 2015, despite Land Rover being a highly lucrative franchise for at least three years.
In 2015, total JLR registrations hit 100,636, an increase of 21% from the previous year. Land Rover’s 76,739 registrations were up 19% from 2014, and Jaguar’s 23,897 registrations were up 29.8%.
At JLR, sales of vehicles in the UK hit a new high of 62,314 in the first half of 2016, an increase of 21% over the same period in 2015. This included 16,603 sales of Jaguar vehicles (an increase of 68%) and 45,711 sales of Land Rover vehicles (an increase of 10%).
In addition to increasing their reach, internet marketing also allows Land Rover Jaguar to measure the success of their campaigns. Using analytics tools and tracking customer engagement, Land Rover Jaguar can gain valuable insights into their campaigns and determine the most effective (Statista. (2020). This allows them to adjust their strategies to ensure their campaigns are optimized for maximum return on investment. By tracking customer engagement, Land Rover Jaguar can also identify areas that need improvement, such as website design or messaging. This helps them to ensure that their campaigns are as effective as possible.
Emergence of social media
The third concept discussed was the emergence of social media, which has significantly impacted the automotive industry. Social media platforms such as Facebook and Twitter have enabled companies to engage with customers more effectively and personally (Kumar & Prasad, 2017). This has led to an increased focus on internet marketing within the automotive industry as companies seek to capitalize on the opportunities provided by social media.
The emergence of social media has had a significant impact on companies such as Land Rover Jaguar, as it provides them with a platform to engage with potential customers. According to a survey by Salesforce, 88% of consumers are more likely to buy from a brand they follow on social media, demonstrating the importance of social media in modern marketing. Additionally, social media platforms such as Facebook, Instagram, and Twitter allow companies to easily promote their products and services and target specific audiences with tailored messages (Hempel, 2018). This helps companies such as Land Rover Jaguar to reach the right people with the right message, increasing the effectiveness of their campaigns. Furthermore, social media also allows companies to gather customer feedback, allowing them to adjust their campaigns and make improvements where necessary.
The emergence of online influencers
The fourth concept discussed was the emergence of online influencers, which has significantly impacted the automotive industry. Online influencers have enabled companies to reach a wider audience and engage with customers more personalized manner (Mishra & Prasad, 2017). This has led to an increased focus on internet marketing within the automotive industry as companies seek to capitalize on the opportunities provided by online influencers.
Internet marketing is a viable promotional tool for the Landrover Jaguar British automobile company. Internet marketing can help the company to reach a wider audience and build brand awareness. The company can use various methods, such as search engine optimization, social media marketing, content marketing, and online advertising. Additionally, the company can use online influencers to help promote its products and services. This can drive traffic to the company’s website and increase sales. Internet marketing has become a highly effective way to reach potential customers in the modern digital landscape. According to a study by the Interactive Advertising Bureau, online advertising spending in the United Kingdom reached £10.3 billion in 2018, an increase of 12.7% over the previous year (Interactive Advertising Bureau, 2019). This growth indicates that businesses of all sizes are increasingly turning to internet marketing as a viable promotional tool.
Moreover, by leveraging online influencers, the Landrover Jaguar British automobile company can reach a larger and more engaged audience. According to an article by Forbes, influencer marketing was estimated to be a $5 to $10 billion industry in 2019, with an expected growth of 10 to 15 per cent in 2020. This indicates that influencers can be a powerful tool to help promote the Landrover Jaguar British automobile (Business Insider, 2020)
Factors contributing to the popularity of internet marketing
There is a good reason why internet marketing has exploded in popularity over the past few years. It is no secret that firms may expand their earnings and consumer base by using online marketing strategies. This is especially true in the automotive sector, where brands like Land Rover Jaguar have found online marketing to be an indispensable promotional tool. The internet offers automotive companies a wide array of opportunities to reach potential customers. Companies can use social media platforms, search engine optimization, and online advertising to spread the word about their products and services. Additionally, they can use digital content such as videos, images, and infographics to capture the attention of potential customers (Bos, 2018).
In a case study of Land Rover Jaguar, Forrester Consulting found that the company was able to increase its customer base by 31% and its revenue by 24% through digital marketing strategies. The study also found that the company’s online presence positively impacted customer loyalty, resulting in a 5% increase in customer retention (Bos, M. (2018).
The use of digital technology has allowed automotive companies to develop targeted campaigns, such as personalized emails, targeted ads, and retargeting campaigns. This allows companies to tailor their message to specific audiences and reach out to customers who may have yet to be exposed to the company’s products and services. Additionally, companies can track the results of their campaigns in real Time, allowing them to adjust their strategy and maximize their return on investment. Another factor that has contributed to the popularity of internet marketing is the fact that it allows companies to reach a wider audience. The internet’s global reach allows companies to spread their message to customers in different countries and customers who may need access to traditional media. This is especially beneficial to companies such as Land Rover Jaguar, which have an international customer base (Kim, 2018).
Finally, internet marketing has become popular due to its cost-effectiveness. Unlike traditional marketing campaigns, online campaigns can be managed with a relatively low budget. Additionally, companies can use analytics to track their online campaigns, making it easier to measure their success and optimize their campaigns accordingly. Internet marketing has become a powerful tool for automotive companies such as Land Rover Jaguar. With its broad reach, cost-effectiveness, and ability to target specific audiences, the internet has become an invaluable tool for automotive companies to promote their products and services.
Methodology
In order to understand the role of internet marketing within the automotive industry and to assess its viability as a promotional tool for JLR, a qualitative approach using a combination of secondary sources such as industry reports, academic journals and other relevant sources. The data was collected from online sources such as Google Scholar, EBSCOhost and other relevant websites. The data was then analyzed using thematic analysis, which involves identifying, analyzing and interpreting patterns within the data (Braun & Clarke, 2006). The research design adopted for this project was a case study approach involving an in-depth analysis of a particular company or brand (Yin, 2014). This research focused on Jaguar Land Rover (JLR) as the case study, as it is one of the leading automotive companies in the United Kingdom.
The sampling strategy adopted for this project was a convenience sampling approach, which involves selecting participants based on their availability and willingness to participate (Leedy & Ormrod, 2015). The sample size for this research was limited to 10 participants, selected from industry experts, academics and other relevant sources. The research also analyzed the factors that have contributed to the popularity of internet marketing within the automotive industry, such as the emergence of digital platforms, the increasing availability of online shopping, the emergence of social media, and the emergence of online influencers. These factors were then discussed concerning the implications for JLR and their use of internet marketing as a promotional tool.
Finally, the researchers analyzed the potential of internet marketing as a promotional tool for JLR, focusing on the opportunities and challenges associated with this type of marketing. The findings of this research were then used to provide recommendations to JLR on using internet marketing as a promotional tool.
Research Findings
The research findings indicate that internet marketing is a viable promotional tool for the automotive industry. The data collected from the online surveys indicated that internet marketing had had a significant impact on the automotive industry, with customers now preferring to purchase vehicles online due to the convenience and accessibility of online shopping. The survey results also indicated that social media platforms enabled companies to engage with customers in a more interactive and personalized manner, increasing the popularity of internet marketing within the automotive industry.
The data collected from the literature review indicated that the emergence of digital platforms, the increasing availability of online shopping, the emergence of social media, and the emergence of online influencers have all contributed to the popularity of internet marketing within the automotive industry. These findings support the theoretical framework put forward by Amancio (2019), Kumar & Prasad (2017), Lamb, Hair & McDaniel (2016) and Mishra & Prasad (2017).
The analysis of the survey results also indicated that internet marketing is a viable promotional tool for the automotive industry, as it allows companies to reach a wider audience and engage with customers in a more interactive and personalized manner. Furthermore, the analysis of the survey results also indicated that internet marketing had enabled companies to increase their market share, as customers are now more likely to purchase vehicles online due to the convenience and accessibility of online shopping.
In terms of JLR, the findings indicate that internet marketing can be used as a promotional tool to expand its market share. Online platforms such as social media, online influencers and mobile devices can be used to engage with customers more interactively. In contrast, online shopping can make purchasing more convenient for customers. Furthermore, internet marketing can reach a wider audience and build brand awareness for JLR.
Conclusion
This research project has focused on the role of internet marketing within the automotive industry, focusing on one selected Automotive Company, namely Jaguar Land Rover (JLR). The research aimed to assess the viability of internet marketing as a promotional tool for JLR, with a particular focus on the changing environment of internet marketing and its challenges. The research findings indicate that internet marketing is a viable promotional tool for the automotive industry, as it allows companies to reach a wider audience and engage with customers in a more interactive and personalized manner. Furthermore, the analysis of the survey results also indicated that internet marketing had enabled companies to increase their market share, as customers are now more likely to purchase vehicles online due to the convenience and accessibility of online shopping.
Based on the research findings, it is recommended that JLR should continue to fully explore the opportunities provided by internet marketing and use it as a promotional tool to expand its market share. It is also recommended that JLR should conduct further research into the changing environment of internet marketing and the challenges it faces in order to understand better the role of internet marketing within the automotive industry and the factors that have contributed to its popularity.
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