Strategic Digital Marketing Plan Report for the Marketing Director of Worldwide eBikes

STRATEGIC DIGITAL MARKETING PLAN REPORT FOR THE MARKETING DIRECTOR OF WORLDWIDE EBIKES
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Executive Summary
Worldwide eBikes could consider selling its products through online retail platforms such as Amazon and eBay and its website. It would allow it to reach a larger audience in Australia and increase sales. Additionally, the company could consider partnering with local online retailers to increase its presence in the market. Another strategy that Worldwide eBikes could consider is marketing its products through online content channels. It could involve creating videos and articles about electric bikes and how they can benefit people’s lives. This strategy would allow the company to reach a wider audience and increase awareness of its products.
Additionally, the company could work with marketing agencies to create targeted advertising campaigns that appeal to Australians. Overall, Worldwide eBikes has an opportunity to expand its business in Australia through online channels and social media platforms. By selling its products through online retailers and creating content about electric bikes, the company can reach a wider audience and promote its products more effectively. Additionally, targeted advertising campaigns could help drive sales growth.
Table of Contents TOC \o "1-3" \h \z \u Executive Summary PAGEREF _Toc105170757 \h 2Introduction PAGEREF _Toc105170758 \h 4a)Digital Market Opportunity PAGEREF _Toc105170759 \h 4b)Persona Research PAGEREF _Toc105170760 \h 7c)Short Term Market Impact PAGEREF _Toc105170761 \h 10d)Fiscal Oversight PAGEREF _Toc105170762 \h 13References PAGEREF _Toc105170763 \h 15
Introduction
Worldwide, eBikes is an established business while looking to expand into new markets. That is why the management of eBikes is concerned with recommendations based on a strategic digital marketing plan. The plan analyzes whether it would benefit the company to expand its business roots in Australia. The business hopes to sell the brand on both e-commerce and retail channels. For this purpose, industrial trends and keywords search is analyzed for digital market opportunity. Besides, the persona research is conducted along with short-term marketing tactics and fiscal oversights.
Digital Market Opportunity
Trends toward eBikes in Australia
E-bikes are electric bicycles that allow the rider to pedal and then provide a boost of power to assist them. It can be a great way to get around, especially for people who may not be able to ride a traditional bicycle. E-bikes are becoming more and more popular in Australia, with a trend toward connected e-bikes. It s is bikes that can connect to the internet and allow the rider to access information, such as the location of bike lanes, while they are riding. It can help riders avoid traffic congestion and find the best routes for their commute. There are many benefits to connected e-bikes, including environmental benefits. Connected e-bikes can help reduce the number of automobile trips made, positively impacting the environment (Markets & Markets 2021). Additionally, connected e-bikes can also provide a safe and efficient way to get around town.
Keyword Research Trends in Australia
The first analysis of keywords is conducted in Australia using the keyword “eBikes,” where the analysis is made in terms of KD and volume. KD stands for keyword difficulty, and volume indicates the search made by using a specific keyword. The analysis shows that the eBikes term is searched by 4.9k, whereas the keyword difficulty is moderate. It shows that the company would have an easy chance of penetration by using the keyword. eBikes Melbourne terms are searched by 1k times in the given year, which shows that the demand for eBikes is moderate with low KD. Low KD increases the chances of business penetration (Ahrefs 2022).
Figure 1: Keyword Research
Source: (Ahrefs 2022)
Another keyword analysis is conducted using Word Tracker, and it can be seen that the analysis is based on historical volume, competition, and In Anchor and Title (IAAT). The first five keywords targeted in Australia are eBike, electronic mountain bike, electronic bike for sale, mountain eBike, and ebikes Melbourne. The competition rate is not high, making it ideal for the business to cater to the digital market by using these words.
Figure 2: Keyword Research
Source: (Word Tracker 2022)
Figure 3 shows the type of competitors in eBikes in Australia. There are three types of competitors: Polygon, Marin, NCM, StartMotion, Vamos, and Sunmomo. The types of eBikes common are the city, urban, mountain, cruiser, and fat-tire. These are the closest competitors that Worldwide eBikes has to deal with.
Figure 3: Types of Competitor
( Easy Biking 2022)
Analysis and Discussion
There is an opportunity for Worldwide eBikes to expand its business roots in Australia. The company could consider selling electric bicycles through local retailers or establishing its retail locations. Additionally, Worldwide eBikes could partner with local transportation authorities to promote and encourage the use of electric bicycles as a viable transportation option. Through targeted marketing and education, Worldwide eBikes could help grow the electric bicycle market in Australia and encourage more people to adopt this sustainable transportation option.
Electric bicycles are becoming more and more popular in Australia, and Worldwide eBikes have the opportunity to tap into this growing market. Through targeted marketing and education, the company could help to grow the electric bicycle market in Australia and encourage more people to adopt this sustainable transportation option. By doing so, Worldwide eBikes could potentially benefit from increased consumer demand and grow its business significantly. There is an opportunity for Worldwide eBikes to make a significant impact in the Australian electric bicycle market, and we believe that it has the potential to be a major player in this growing sector.
Persona Research
Types of Research to Create Buyer Personas
For the research purpose, Worldwide eBikes can focus on downloading customers’ sales data in the relevant industry and narrowing the segment for the audience by considering interests, age, gender, and location. Persona research is essential to understand the needs and wants. It helps to create a profile of the ideal customer. This information can then be used to create marketing materials that appeal to that customer. Additionally, the research can help to identify potential areas of market growth. The persona research process typically involves conducting interviews with customers and analyzing survey data. This information is then used to create personas and fictional characters representing the target market. These personas can be used to understand the needs better and want of that market. This information can then create marketing materials and campaigns that appeal to those people. Persona research is valuable because it helps businesses target their marketing efforts specifically towards the needs and wants of their target market. It allows them to create more successful campaigns, which leads to increased revenue (Page Laubheimer 2020). Research is an essential tool for any business that wishes to succeed in today’s competitive marketplace.
A questionnaire is a tool used to gather information from a target audience. It can understand general attitudes and behaviors or gather specific information about a product or service. Questionnaires can be administered in person, over the phone, or through the mail. They can also be distributed online. A brand persona is a representation of a target audience’s ideal customer. It synthesizes the target audience’s thoughts, feelings, and images about the brand. It can be developed through questionnaire responses, interviews, focus groups, or surveys. A brand persona helps businesses understand and connect with their target audiences. It can help companies create more effective marketing campaigns and products. It also allows businesses to benchmark their performance against their ideal customer base and make necessary adjustments. There are several ways to develop a brand persona. One approach is to use questionnaire responses to create a target audience profile (Pérez-Montoro & Codina 2017). Another approach is to interview representatives from the target audience and gather their thoughts about the brand. Finally, Worldwide eBikes can conduct focus groups or surveys to get feedback from the target audience about their perception of the brand.
Three Benefits of Personas to Worldwide eBikes
Personas are fictional but based on real data, which can help to humanize customers and their needs. This increased understanding can help prioritize and focus design and development efforts and better assess what features and functions to build. When creating personas, it is essential to be specific about their demographic information, interests, behaviors, and goals. This detailed level will help ensure that the personas are realistic and valuable (Page Laubheimer 2020). Here are three benefits of creating Personas to Worldwide eBikes:
* Increased understanding of customer needs and wants: Personas help businesses to understand their customers better. Businesses can better understand their customers’ needs and wants by creating personas. It can help businesses develop products and services that are more likely to appeal to their customers, and it can help businesses communicate with their customers more effectively.
* Improved communication with customers: Personas can help businesses communicate better with their customers. By understanding the needs and wants of each persona, businesses can create messages that are more likely to be understood and appreciated by those individuals. It can help businesses build stronger relationships with their customers, increasing sales and ...