Strategic Digital Marketing Plan Report for Worldwide eBikes
2. Individual Assessment Task
Preparing a Strategic Digital Marketing Plan Report for the Marketing Director of Worldwide eBikes.
2.1 Background
Worldwide eBikes is a fictional company, however this challenge is typical of the kind that an established business might face when looking to expand into new markets. You are being asked as an external consultant, appointed by the board of Worldwide eBikes, to present your recommendations regarding their strategic digital marketing plan for launching their products into Australia, as described below.
Consultants Briefing: Prepared by the Marketing Director of Worldwide eBikes The Board of Worldwide eBikes are very keen to expand into the Australian market. If we decide to pursue this opportunity, we hope to sell bikes both in our own e-commerce store, and through retail partners.
We haven’t promoted our products in this area of the world before, so we would appreciate your insights and guidance.
I convinced the Board that we should spend some budget on research, and I am delighted to have been able to secure some of your time on this.
2.2 The Task
I need you to prepare a written report that I can take to the Board. In general, Board members have only a basic knowledge of the internet and we need a much better understanding of digital marketing, and the potential of expanding into Australia, if we are to be confident of spending money on this. I have prepared a list of questions that I would like you to address in your report and look forward to hearing back from you soon.
a) Digital Market Opportunity:
What do you think of the current opportunities for marketing eBikes (digitally) in Australia? Is it something we should be excited about and can you show us evidence to support your opinion? We understand that you can use various online tools to look at search trends and keywords, and also to evaluate the current competition, so we’d appreciate your insights from these. We are interested in research that you have personally carried out (not research already carried out by others).
b) Persona Research:
We need an in-depth understanding of our potential customers. Please describe the kind of research that you would undertake if you were to create ‘buyer Personas’ for the Australian e-bike market (you do not need to create the actual Personas).
Also, please provide three practical benefits of having well researched Persona’s and explain how these would assist our business launch there.
c) Short Term Market Impact:
If we decide to pursue this opportunity, we will need to quickly create awareness and ‘buzz’ around our products. Please provide your in-depth recommendations for two digital marketing tactics that we should undertake as our top priorities for effective short-term results, together with your justification of these choices. These might include website development, using any of the various digital marketing channels, and/or digital advertising. The Board are looking for specific, detailed ideas and examples for each tactic.
d) Fiscal Oversight:
Finally, the Board is very concerned with appropriate fiscal oversight. We realise the importance of reviewing analytics reports in determining which of our digital marketing activities are effective and which might need to be modified or even discontinued. Please list four KPIs which can be tracked using digital analytics tools that would help to evaluate your recommended short-term marketing tactics and discuss the insights that each one could provide.
2.3 Specifications and Requirements
You are required to fully explain and justify all recommendations that you make. Include details and examples, and evidence of research undertaken, with illustrations such as screenshots or data as you see fit. Provide definitions for any technical terms that someone unfamiliar with digital marketing might not immediately understand.
FORMAT OF YOUR REPORT
All students must adopt a report format as described below, and in the following order:
1. Cover Page of your submission details in the normal style
2. Executive Summary (a summary of your key findings, and recommendations)
3. Market Opportunity
4. Persona Research
5. Short Term Market Impact Tactics
6. Fiscal Oversight
7. Appendices (If you require them)
Plan your work to ensure that you are covering each section of your report adequately.
Consider introducing charts, images etc. if you believe that they would benefit your client’s understanding of your report. Finally, please ensure that your work is written in your own words. A written piece of work cannot be a simple ‘cut and paste’ of material found on the web or in journals or books.
Moreover, you must accurately acknowledge the contributions of others (i.e., your work must properly reference quotes, ideas etc.; see 1.2).
1. General Instructions:
1.1 Word Count
3000 words. This excludes, Cover Sheet, Table of Contents, References and Appendices (+ a maximum addition of 2 pages of appendices). Word count should not be exceeded (an allowance of +/ - 10% of the stated value is allowed).
1.2 Referencing
The Harvard (also known as Author/Date) system of referencing should be used for all submission. For guidance on the Harvard System, please see this quick guide: https://www(dot)abdn(dot)ac(dot)uk/library/documents/guides/qgbus003.pdf.
Figures & Tables
All figures, charts, diagrams and tables should have a number, clear description and note any source reference(s) used in their creation.
All figures, charts, diagrams and tables must be labelled and referred to in your text.
1.3 Presentation and Submission of Assessment Essay to be submitted in MS Word.
Assessments should be typed using 12-point font size (Arial), with 1½ line spacing and a 4 cm margin on the right-hand side of the page. All pages must be numbered.
STRATEGIC DIGITAL MARKETING PLAN REPORT FOR THE MARKETING DIRECTOR OF WORLDWIDE EBIKES
Student's Name
Course
Professor's Name
University
City (State)
Date
Executive Summary
Worldwide, eBikes has plans to expand its business roots in Australia, and for this purpose, it plans to rely on both e-commerce and physical stores. The retail partners would allow the business to sell a wide range of electronic bikes. The research further discusses the opportunities available in the Australian market. The monthly search volume of eBikes in Australia and the results are 2.9k to 4.3k. The SEO difficulty score is 48, which shows a medium keyword competition. The target customers for the company would be nature lovers, fitness lovers and people who want to save petrol costs. The statistics are analyzed using different online tools like Moz and Google Analytics. The expansion of Worldwide eBikes is an excellent opportunity for the business to convert potential customers into actual customers, e.g., environmental lovers, quality and reliability conscious, and cost-conscious consumers. Two tactics are recommended for the business digitally, i.e., website development and digital advertisement. There are four recommended KPIs for Worldwide eBikes; increase in total users annually, monthly increment, users’ engagement, and revenue and productivity earned through online sources.
Table of Contents TOC \o "1-3" \h \z \u Executive Summary PAGEREF _Toc104970866 \h 21.Marketing Opportunity PAGEREF _Toc104970867 \h 42.Persona Research PAGEREF _Toc104970871 \h 72.1Research Approach PAGEREF _Toc104970872 \h 72.2Population and Sample Size PAGEREF _Toc104970873 \h 72.3Benefits of Buyer’s Personas PAGEREF _Toc104970874 \h 83.Short Term Market Impact PAGEREF _Toc104970875 \h 103.1Website Development (e-Commerce Store) PAGEREF _Toc104970876 \h 103.2Digital Marketing PAGEREF _Toc104970877 \h 114.Fiscal Oversight PAGEREF _Toc104970878 \h 12References PAGEREF _Toc104970879 \h 14
Marketing Opportunity
The digital marketing analysis is crucial before expanding business roots in eCommerce or other regions. The analysis uses Moz, Neil Patel, and Google Trends. The purpose of the analysis is to analyze the real base traffic and demand of eBikes in Australia so the business can analyze whether it would be successful in Australia or not. Figure 1 shows the monthly search volume of eBikes in Australia, and the results are 2.9k to 4.3k. The SEO difficulty score is 48, which shows a medium keyword competition. It can be said that there are limited challenges to rank on the SERP. Another factor of consideration is the Organic click-through-rate (Organic CTR) which shows an average score of 64%. The analysis shows that eBikes searches are in a medium position. The last factor for analysis is a priority in the aggregation of volume and difficulty. This score is 68, which shows a high search volume and medium competition score (Papagiannis 2020). Overall, the analysis shows that eBikes have not too low or high a demand in Australia. That is why the business can avail of this opportunity by achieving a competitive advantage and offering unique products to competitors.
Figure 1: Keyword Analysis in Australia
(Moz 2022)
Search Engine Results Page (SERP) analysis is conducted in figure 2. It was conducted to analyze the page authority (PA) and domain authority (DA). PA determines how to rank the web page, whereas DA analyses how the website and newly launched business are tanked. DA score is 98, which is ideal, whereas a PA score of 69 shows a vast correspondence to the ability to rank. The SERP analysis shows favorable results for the business because it is expected that the domain would attract more customers through attractive websites.
Figure 2: SERP Analysis
(Moz 2022)
In figure 3, the analysis is conducted to analyze search volume, SEO difficulty, and CPC using Patel’s Uber Suggest. The search volume is 4400 showing an average demand. Similarly, the SEO difficulty score is 44, and CPC results show that the business earns $1.58 for every click on the website. The score of paid difficulty indicates severe challenges to getting a viable position to be prominent in digital media. The CPC is very high, showing that the business can earn money from product selling and blogs.
Figure 3: SEO Analysis
(Neil Patel 2022)
eBikes search on different devices is analyzed in figure 4. The analysis indicates that people search eBikes more from the desktop than mobile. The current month's mobile search volume for desktops is almost 2.5 higher than mobile phones for eBikes. Hence, the business needs to concentrate more on desktop digital marketing to attract relevant customer segments. However, it should not neglect mobile marketing because combining both sources would strengthen the market capabilities and customer base for Worlwdie eBikes.
Figure 4: Search on Different Devices
(Neil Patel 2022)
The critical keywords and competitors for the business are tracked in figure 5. It is seen that the "99Bikes" term has been searched 246,000 times. The analysis of competitors is done by using volumes, CPC, PD, and SD. The overall analysis shows that 99 Bikes is a close competitor for which Worldwide eBikes has to compete.
Figure 5: Competitors' Analysis
(Neil Patel 2022)
Figure 6 explains different regions for our target keywords. Most of the searches were done in Queensland and Western Australia, providing a solid customer base for the business. New South Wales also has the competency to attract a customer base.
Figure 6: Areas in Australia
(Google Trends 2021)
The discussion sums up that the eBikes business in Australia would be an excellent opportunity for Worldwide eBikes. The company has an excellent opportunity to attract a customer base through digital marketing. The analysis further indicates that the research volume is not high; similarly, there are no close competitors yet digitally. The analysis further indicates that priority and organic CTR is not low, which means that the business has the opportunity for an in-depth insight into an Australian region. The business would have an opportunity to expand its business roots through both desktop and mobile marketing to attract customers from diverse regions.
Persona Research
Research Approach
Both qualitative and quantitative personas are used to reach out to the relevant customers. The focus is on open-ended questions and statistical information in finding clusters to their responses. The purpose is to find the customers’ attitudes and perceptions toward eBikes, and for this purpose, an unstructured interview is also conducted. It is expected to use around 50 respondents who would be asked about their attitudes toward eBikes through qualitative and quantitative questions. The attribute considered are quality, durability, and performance (Barbour et al. 2014). The company is recommended to utilize mixed approaches to tell the direction and feelings of customers. The qualitative approach would unlock areas that the researcher could have missed in the quantitative approach. The combination of approaches would be beneficial in selecting a suitable cluster in the market (Marshall et al., 2019).
Population and Sample Size
The sample size and target customers are based on three categories:
* The eBikes sales are expected to increase because of increased awareness of the environment. Environment lovers are more inclined to use fitness products; hence, increased environment love has given rise to eBikes. Hence, environment lovers would be our first target market.
* The second target market would be the safety and performance of the bike. People (both females and males) choose the product because it misses up tremendous speed, and they can comfortably run the product on the roadside.
* The third customer segment would be the middle-class who do not have enough money to deal with continuous petrol hikes. Electronic bikes would provide them with economies of scale. Besides, the repair and maintenance of such bikes are easy.
Benefits of Buyer’s Personas
The top three benefits of using well-researched personas are:
* Meeting Customers’ Needs: Buyer personas are used to analyze the demographics of customers and attract the relevant customers to the product. The company would know the relevant customers, their language, and comfort level through this. For example, the Worldwide eBIkes want to know the persona’s age, gender, and income to analyze the target market. The personas would provide in-depth information on the topic. Businesses do not want to sell something random that the marketing team has no idea about. Hence, personas would play a crucial role in finding the best fit (Marshall et al., 2019).
* Improving User Experiences: Personas are also beneficial to knowing who is the actual target market and how businesses can improve their services to serve customers better. For example, if an eBike lover has a family to support, it will allow him to adopt a better sense of life (Google Digital Garage). When products are tailored to buyer persona, it will reduce development time to achieve better features (Barbour et al., 2014).
* Competitive Advantage: Buyer persona allows businesses to meet customer demands by directly speaking to them. It is beneficial for businesses to stand out from competitors and provide a sense of trust and reliability. It is beneficial to strengthen relationships and trust with customers (Marshall et al. 2019).
Persona 1
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Demographic
Personality
330205905500
Name: Linda Sursum
Age: 19
Education: College student
Location: Melbourne
Income: $200/month
Linda is an environment lover who spends extended time and effort improving his steps toward the environment. She does not want to do activities that are dangerous to the environment. She believes that every person is responsible for making the environment safe. Hence, electric bikes and cars are her utmost priority.
Representative Quote
Top Goal
Needs
“If a product is dangerous for the environment, I would not use it.”
Linda wants t...