Although JCB is a household name, competition across key spaces of construction, agriculture and ground-care is stiff. A marketing-led and target-user focussed approach to the Group's online presence is pivotal to maintaining its online market share and delivering positive ROI month on month.
As well as continuing to raise general brand awareness, our Digital Marketing Strategy needs to take advantage of an existing search demand in machinery and parts and grow the Group's captive audience through Social Media.
Online Presence
Using the Group's UK site as a foundation for an international market, we have launched several dedicated websites to capture demand across the UAE, Israel and Russia, with the country-specific domains, content and contact details that users expect.
Driving all lead-gen sites is the Umbraco open source content management platform combined with a mobile-friendly user experience which communicates Scot JCB's award winning customer service and provides easy access to a catalogue of machines and parts which changes daily.
This future-proof online foundation extends to supporting standalone sites for other brands which makeup the Group including SIA, SPS, AM Philips, Kelso & Lothian Harvesters - each with its own marketing position and strategy.
User-focused features include personalised a sign-up to machine update-alerts and custom integration with stock and CRM systems, which keeps customers connected to the information they need.
Valued customers also need secure and up-to-date access to fleet performance and usage information on their machines on-site - with mobile access, whilst on the move of increasing importance.
Digital Marketing Strategy
Our Marketing experts are responsible for the development and roll-out of an international Digital Marketing Strategy which embraces the online marketing mix across natural and paid search, Google Shopping, Remarketing, Display, social media and email campaigns.
The lion's share of our marketing efforts focus on the UK - to primarily increase used machine enquiries and machine alert registrations, as well as to boost traffic to key areas and generate revenue for parts.
Conversions are the main event of any Digital Marketing activity and as with all clients, Scot JCB receive monthly performance reports which track a range of KPIs but more importantly conversions across: new/used machine and parts enquiries and machine alert sign-ups.
