BU5991: Digital Marketing Plan for Worldwide eBikes in Australia

This report provides a comprehensive analysis of the digital marketing opportunities for Worldwide eBikes in Australia. It explores the potential of social media marketing and website development strategies to expand the company's market presence. The report includes persona research to identify target customers, discusses the short-term market impact of digital marketing initiatives, and addresses fiscal oversight considerations. It highlights the importance of creating a strong brand awareness, building customer relationships, and developing a user-friendly website to achieve sustainable growth and competitive advantages in the Australian eBike market. The study emphasizes the role of digital marketing in generating revenue, increasing sales, and expanding business operations.

BU5991 DIGITAL
MARKETING

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................4
TASK...............................................................................................................................................4
Digital Market opportunity..........................................................................................................4
Persona research...........................................................................................................................6
Short Term Market Impact...........................................................................................................7
Fiscal Oversight...........................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

EXECUTIVE SUMMARY
From current study it has been summarized that Worldwide eBikes has gained
competitive advantages in form of making plan to grab current opportunities relate to
business growth in the Australia. By using social media marketing and website
development strategies or approaches, firm has achieved target goal and objectives.

INTRODUCTION
Digital marketing is defined as strategic procedure of promoting organizations in
the world that help to gain the attention of new customers and other stakeholders (Bala
and Verma, 2018). It is the best source that individual company used in order to reach
desire outcomes. The current assignment will be based on Worldwide eBikes, which
falls under the category of ebike selling organizations. The study will explain digital
market opportunity, persona research, short term market impact and fiscal oversight.
The report will specify the strategic suggestions in the context of chosen company to
grow its venture and gain a lot of benefits.
TASK
Digital Market opportunity.
In the recent time digital marketing plays significant role in regard to product and
service promotion (Olson and et.al., 2021). In case of eBikes, this concept is beneficial
and essential, because digital marketing may provide organization unpredictable
opportunities in the Australia. It may contribute to gain the attention of new customers
and build wide consumer base, which is not that easy for any company to do that. It can
be said that Australian market is the best platform, for investing in the context of eBikes
recently, as individual person in the nation, may prefer to use those gadgets and
technologies that make their life quite easier (van Laake and Peña, 2021). In the recent
time, it is quite challenging for a company, either small or large to promote venture
easily and attract potential buyers toward purchasing and using products. Digital
marketing is the only source that may help firms to achieve this form of aim or
objectives. It may contribute to generate excellent brand awareness, that aid to gain the
attention of potential and profitable stakeholders, including investors, customers, etc. It
can be said that the future of electric bicycle market in the country looks promising with
greater opportunities in social, fitness, travelling and exercise markets.
In Australia and other nations, now everything start digitalize, which is quite
common as the growth of nations and world make things digitalize. It may provide a lot
of business growth opportunities to Worldwide ebike venture in form of increasing
profitability (Stilo and et.al., 2021). It is one of those current opportunities for marketing
eBikes, digitally in Australia that organization may grab easily and in appropriate

manner, for which it may utilize its skilled workforce. By promoting product digitally and
selling in the market, firm may grab change to generate revenue and increase sales,
which in turn lead to gain competitive benefits. As it is not that easy to beat a company
or rival in the existing market, until organization may not have any resource or source to
do that. Worldwide eBike may have the key source or assets that help to gain each and
every opportunity that exist in the Australian market. It may put positive impact on
growth and success of company in the world of business, in form of increasing the
number of eBikes selling. It may grab the change of expanding business, after the
success of introducing this product in the Australia, where everyone prefers to follow the
trend and make their life digitalize by utilizing some advanced technological things.
From last few years to now, people are moving toward digitalization and that is
beneficial for companies to tend to introduce their products and services in the market,
by adding some elements of this (van Doorn, Mos and Bosma, 2021). There are
different forms of opportunities accessible in the world that Worldwide eBikes may grab.
For example, recently individual customer prefer to search online as they are highly
addicted of online searching. They may prefer to collect information regarding varied
things online, instead of reaching outlets to purchase any item. By marketing eBikes
digitally, firm gain their attention and retain them with purchase of eBike's that,
management may plan to introduce in the market. Along with above opportunities, it
may grab more in the Australian market, via conducting practice in term of marketing
goods digitally and that is market share. It may increase market share more than last
few years or months, which drive the attention of management toward adding more
value in eBikes and other products that I will plan to offer people. By increasing market
share, organization may focus on expanding venture across national boundary, where
more business progress chances accessible. It may build wide customer base and
retain investors as key opportunity that aid organization to reach desire outcomes. With
better plan and strategy, firm may beat its rivals that existing in the market and
competing in term of strategic tactics' development, which they may initiate to
implement into practical manner. Along with above practices, organization may conduct
action to identify current market trend that allow grab all the opportunities related to
consumer.

Persona research.
A customer persona refers to detailed description of someone who may
represent their target audience or market (Lee and Park, 2021). It is important for
companies to create and have a clear buyer persona, because it may drive their
attention and overall concentration toward gaining their attention and retaining these
people as well. Worldwide eBikes and its management may create a buyer persona,
that help to introduce product in the market, that aid to meet their need and
expectations. While creating this profile or description, they may use and conduct
qualitative research, which enable to target specific group of people, instead of those
who are not taking interest to purchase eBikes. Under this research form, management
may take initiative to conduct a survey through which they may collect data about
customers, whom they tend to target for purpose of selling products. The population of
Australia is the target market for eBikes. The leading age groups of these audiences
are 18 to 50 years, who are taking interest to purchase this product. On the basis of
gender, management may focus on targetting child, youngster and older people,
including male and female.
It can be said that the number of electronic bikes in the Australian market may
triple over the last four years, and sales of this product is also growing faster than ever.
By targetting all and setting position in their mind, worldwide eBikes may generate a lot
of revenue. By having well researched related to persona, it may gain unexpected
benefits and these are;
Build strong relation with customers-
By having a well-structured and developed customer persona, organization will
gain a benefit and that is to build positive and trustworthy relation with target market. It
would take initiative to introduce product in the market that meet their needs and
expectations, which is quite essential and beneficial for them to do that (Three Important
Benefits of Personas, 2022). It focuses on adding those things that people prefer to
have in the context of goods that they may plan to purchase and use, for longer time
period, which in turn lead to increase their satisfactory level, more than last few months
or weeks. It is not that easy to create a buyer persona, if worldwide eBikes would have
that, which mean it may retain potential customers and also gain the attention of new.

Increase customer base-
It can be said that by having a clear customer persona, organization gain benefit
in form of obtaining valuable insights that it utilized to increase customer base. It
enables company to convey the message or info that it tend to share with each and
every one in the market, especially target people at the right time. Buyer persona may
drive the attention of management toward developing more knowledge and gaining
them same about people, and market, where they may enter and plan to do so in the
future. It is fact that this element may tell company and other stakeholders where their
demographic spends time online, what resource they faith and pain points they are
facing in the recent time. These forms of consideration enable Worldwide eBikes to
build wide and strong base of potential buyers.
Better marketing plan-
Along with above benefits, by having good researched customer persona's
organization may make their marketing plan even better, as it may guide them to target
whom and reach at the same. When the marketing plan is better, it may gain
competitive benefits and sustain for longer in the Australian market. Firm may build a
great advertising approach in long run, that aid to target marketing campaign as well as
offers to right individual of prospective buyers. It can be said that consumer persona
may put a face to individual buyer and also aid company to determine their need.
How benefits would help business launch-
Each and every concept, including benefits would assist Worldwide eBikes
business launch in Australia, in several manners. For example, it will contribute to offer
product that successfully meet target accidence requirement and give them chance to
retain with company product purchase. It would also benefit business launch in form of
increasing sales as organization already take initiative to conduct each practice
according to target market in form of adding features in eBikes.
Short Term Market Impact
It is important for the organization to generate awareness about their products in
the Australian market as it is useful in order to gain better advantage in the global
market. This will be beneficial for the Worldwide eBikes to increase the engagement of
their potential customers in the new market and get better chances of growth in the

industry. The organization can use social media marketing as their digital marketing
tactics in order to spread awareness about their eBikes and gain an effective image
among the customers (Peter and Dalla Vecchia, 2021). Social media is a widely used
platform in today's era which has a significant impact in the buying behaviour of
customers. These practices may take place by preparing attractive posts and videos
which will describe the particular details about products offered by the business.
The organization can hire popular influencers which are followed by many
consumers. It can be useful for the business to spread better awareness of their
products in the market by sharing their posts through their personal social media
accounts and with the help of these influencers. This tactic can have a positive impact
on the expansion strategy of the business and increase their competitive advantage in
the industry. The social media platforms such as Facebook, Instagram, Twitter etc. are
widely used by the consumers on a daily basis where they search for relatable content
for gaining better knowledge (Goldman and et.al., 2021). It can be a useful opportunity
for the business to develop appealing content for these consumers and increase their
awareness about the special products that are designed by them. The organization may
be able to build better relationships with the customers and gain their trust towards the
eBikes that are offered by the business. The Worldwide eBikes can achieve their short
term-goals which the help of these tactics and improve their market standing in
Australia.
The organization can develop an attractive and informative official website
which can increase their growth opportunities in the new market and help to gain a
better market share in the industry. The official website of the business is probably one
of the first interaction of customers towards a new business. It is necessary for the
business to give a better experience to the customers in order to improve their
satisfaction and gain their trust towards the business activities. Worldwide eBikes may
use different tools and techniques for developing an appropriate website which is
unique and has a positive influence on the business. The user-friendly interface and
easy accessibility of the official website plays a vital role in consistently encouraging the
customers to visit the website frequently. It is helpful for the organization to reach more
customers and increase their productivity in the market. The company can reach more

customers with the help of these activities that are crucial in order to gain better
competitive advantage.
This tactic is beneficial for the organization to improve their overall performance
and gain better opportunities in the Australian market that can provide them with an
enhanced output in the industry. In this evolving business environment, the consumers
have a lot of options to choose from, it will be convenient for Worldwide eBikes to
adopted suitable software which can improve their productivity. Customers like to surf
the website that are quick to use and have better information available to them
(Makrides, Vrontis and Christofi, 2020). It will be useful to provide them with a
wholesome experience of their website which can help them to make the purchasing
decisions towards the products and services that are offered by the business. Search
Engine Optimization is a useful method that can improve the ranking of their website on
search engines which will provide the customers to check these websites on the front
page. Optimization is beneficial for develop the user-friendly features of the website and
enhance the customer experience with the help of such tactics.
Fiscal Oversight
The fiscal oversight of the business is a considerable factor that can have a
significant impact on the overall profitability of organization in the new business
environment. Appropriateness of the budget to fulfil the marketing and promotional
requirements of the business is crucial in order to maintain the success of the
organization and achieve a higher quality of output. The organization may monitor their
strategies and tactics in order to reduce the losses and gain a better market image in
the industry. The use of different analytical tools can be beneficial for the business to
achieve better advantage in the business environment and increase their growth
opportunities. Digital marketing activities of the business can be monitored with the help
of appropriate Key Performance Indicators (KPIs) that are useful for the business to
improve their overall competitive advantage.
Likes, Comments and shares
One of the effective KPIs for the business is to evaluate the likes, share and
comments on the content that is posted by the business on various social media
platforms. It is beneficial for the organization to evaluate the interest of the customers

towards their promotional activities (Ghahremani-Nahr and Nozari, 2021). By analysing
the frequency and type of response that has been given by the audience, Worldwide
eBikes can prepare effective strategies and make appropriate changes in their current
activities for maximizing the quality of product. This KPI will explain the type of exposure
which the organization is getting on these platforms and increase their efficiency to gain
better competitive advantage in the industry. The organization can get a better idea to
what kind of content is preferred by the audience which will provide them, with a
direction and reduce the changes of inappropriate or irrelevant content that is posted by
the business on these platforms.
Visitors
Another KPI that is useful for the business to improve their performance is
monitoring the number of visitors that are regularly visiting on the official website of the
business. The frequent activity of these customers ca be evaluated in order to gain a
better idea of how many people are interested in buying the products. The organization
may be able to then target these customers with the help of personal mails and
messages that are beneficial in order to have a direct impact on their potential
customers and convert them into clients of the business. These visitors can be
evaluated with the help of several data analytical tools that are created in order to
experience better results in the business.
Follower growth rate
The growth in the followers of the social media accounts can be a beneficial KPI
for the Worldwide eBikes in order to increase the followers of the business and gain a
better customer base in the Australian market. It is crucial for the organization to
develop a better growth rate in a specific time period as it can have a positive impact on
their market image and increase the conversion rates of the business. The organization
can generate new leads into customers with the help of this KPI and improve their
performance in the new global market (Sakas and et.al., 2022). The growth rate of
these followers can modify the content development strategy of the business which will
allow them to focus on the specific factors on the basis of which the customers are
taking interest in the business. It can be a useful KPI for developing a steady stream of

followers and reduce the follower turnover which can have a negative impact on the
business.
Conversion Rate
The conversion rate is referred as one of the most important Kpi for the business
that can give the organization a better idea of the appropriate percentage of the visitors
on the official website that turn into leads for the business. These leads then converts
into customers of the business which is a process that needs to be monitored by the
business to measure the several factors that have an influence on these conversion
rates (Cvitanović, 2020). The business organization can gain a better understanding of
their potential customers turning into their permanent customers which is useful for
preparing better strategies and having a better expansion in the Australian market.
CONCLUSION
According to above report it has been concluded that the organization has been
able to gain better opportunities in the global market. It had been beneficial for the
business to develop a persona research that explains the significant knowledge about
the potential customers of the business. The appropriate research that has been taken
by the business to identify these customers has a positive impact on the business
strategy of the company. The different tactics that are applied by the business to
promote their products are crucial for them to experience better results and achieve
higher quality of output. Various KPIs have been used by the organization to control
their performance and amplify their growth that is beneficial for them to grow and
achieve better recognition in the new market. These methods have been useful for the
company in order to develop an effective image in the Australian market and attract
more customers towards their business.
REFERENCES
Books and journals

Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma
(2018). A Critical Review of Digital Marketing. International Journal of
Management, IT & Engineering. 8(10). pp.321-339.
Cvitanović, P.L., 2020. Digital Marketing Benchmarks Leveraged by Marketing Analytics
Tools. CroDiM: International Journal of Marketing Science. 3(1). pp.82-97.
Ghahremani-Nahr, J. and Nozari, H., 2021. A Survey for Investigating Key Performance
Indicators in Digital Marketing. International journal of Innovation in Marketing
Elements. 1(1). pp.1-6.
Goldman, S.P. and et.al., 2021. Strategic orientations and digital marketing tactics in
cross-border e-commerce: Comparing developed and emerging
markets. International small business journal. 39(4). pp.350-371.
Lee, S. Y. and Park, D. H., 2021. UX Methodology Study by Data Analysis Focusing on
deriving persona through customer segment classification. Journal of
intelligence and information systems. 27(1). pp.151-176.
Makrides, A., Vrontis, D. and Christofi, M., 2020. The gold rush of digital marketing:
assessing prospects of building brand awareness overseas. Business
Perspectives and Research. 8(1). pp.4-20.
Olson, E. M and et.al., 2021. Business strategy and the management of digital
marketing. Business horizons. 64(2). pp.285-293.
Peter, M.K. and Dalla Vecchia, M., 2021. The digital marketing toolkit: a literature review
for the identification of digital marketing channels and platforms. New Trends in
Business Information Systems and Technology, pp.251-265.
Sakas, D.P. and et.al., 2022. Digital Marketing Enhancement of Cryptocurrency
Websites through Customer Innovative Data Process. Processes. 10(5). p.960.
Stilo, L and et.al., 2021. Electric bicycles, next generation low carbon transport systems:
A survey. Transportation Research Interdisciplinary Perspectives. 10. p.100347.
van Doorn, N., Mos, E. and Bosma, J., 2021. Actually existing platformization:
Embedding platforms in urban spaces through partnerships. South Atlantic
Quarterly. 120(4). pp.715-731.
van Laake, T. and Peña, P. C., 2021. Urban cycling in the Colombian context. Cycling
Societies: Innovations, Inequalities and Governance. p.17.
Online
Three Important Benefits of Personas. 2022. [Online]. Available Through:
<https://articles.uie.com/benefits_of_personas/>