Digital Marketing Strategy for Gocar: A Rental Car Service Company

Digital Marketing Strategy
Being a rental car service company, Gocar needs to set their digital marketing strategy to
address and attract the target customers. This is due to multiple reasons. The customers are likely
to be online and search for online resources to resolve any quarry they have. Moreover, the
Gocar is a mobile application based car service that helps the customers rent a car to set out for
journey. They provide the customers to their door steps from where they can take the car
anywhere they like for a fixed amount of charges. The trip is considered to be over only when
the car is returned to its pick up location. This is a convenient service first started by Gocar in the
face of Ireland.
Digital marketing strategy is just like a normal marketing strategy to fulfill the
organizational goal. However, the marketing strategy based on digital sources is different from
the normal mode of strategy as it requires different planning. The planning involves multiple
steps to attain its success. The following part of the discussion proposes an effective digital
marketing strategy that can help Gocar addressing their overall goal.
Buyer Personas
The first step of digital marketing strategy should be to identify the ideal customers of the
business, that can be created by research, survey and interviewing the target audience. However,
in case of digital marketing the digital resources are prioritized for gathering the information.
This data quantitative data involves location, age and income of the customers. (Chaffey and
Bosomworth 2012) Company can utilize google analytics to identify the location, form where the
maximum traffic is coming from. This will be evaluated in the later section of the report.

Qualitative information on the other hand involves the goals, challenges and priorities of the
possible target customers.
Marketing goals
Accordig to Chaffey and Ellis-Chadwick (2016) the marketing goals of Gocar have to be
aligned with the company’s business goal. Moreover, this requires the company to have a
measurement tool calculate the effectiveness of the marketing strategy.
Evaluation of existing digital marketing channels
It is important for Gocar to evaluate the exiting marketing channel before incorporating
ne strategy. The existing marketing channel is of three types that are owned, earned and paid
media framework. It will help Gocar to categorise the digital vehicles, assets or channels
already being used. The owned media is the digital asset Gocare holds. This can be the website,
social media profiles, blog content or imagery, owned channels and the application the company
use. The company has to have complete control over these Medias for calling them owned
media. Earned media on the other hand are those reviews received from the customers. It can be
earned when other people share company’s content, getting press mentions and positive reviews.
Lastly, the paid media refers to the channels used by the company for promoting their content for
an exchange of money (Ottman2011). It is to grab the attention of the target customer groups for
which, they can utilize various third party social media channels like Google AdWords, paid
social media posts, native advertising and other possible means.
The above mentioned can help identifying the current scenario of digital marketing used
by the organization for meeting their goal. It also identifies the efficiency of these marketing

channels. It will further help in identifying the gap in current digital marketing strategy of the
organization and start thinking about the required modification.
Audit and plan the owned media
The owned media should always be prioritized as all the other channels direct the
customers to the owned media channel. It is important for Gocar to align their content in the
owned media with their digital marketing goals. The process involves audit of the existing
content, identify the gaps in the existing content and create a content creation plan. The first step
is to study the existing content and rank the available contents in priority based order (Lovett and
Staelin 2016). Next is to identify the modification required in the existing content for attaining
the digital marketing goals. Gocar in the final step will require formulating a plan for creating the
content necessary. Gocar can use a simple spreadsheet. However, it is mandatory to include
budget information in case they want to outsource the creation process. In case of self production
of the content, they require to produce a timeframe required for the task.
Audit and plan the earned media
This step involves the identification of the inbound traffic for the existing content. Gocar
needs to identify the location of maximum inbound traffic they are receiving. The next step is to
rank each of the earned media sources according to their effectiveness. Google Analytics can
help in acquiring the information required. It is likely to find on or the other content receiving
more traffic (Stephen and Galak 2012). The company can then align their goals with their earned
media. It is to determine how earned media can contribute in the process of achieving the goals.
Gocar can utilize the media from where they receive maximum traffic for minimizing the gap
between the current status and the goal.