Digital Marketing Report for E-Bike Expansion in Australia

This report, focusing on Worldwide e-bikes' expansion into the Australian market, provides a comprehensive overview of digital marketing strategies. It begins with an executive summary highlighting the use of digital tools like the internet, social media, and search engines to create brand awareness, emphasizing the potential for business growth in Australia's e-bike market. The report then delves into digital marketing opportunities within Australia, analyzing the market size, growth trends, and the competitive landscape. It discusses the importance of persona research, utilizing customer surveys, focus groups, and market research to understand the target audience. Furthermore, the report details various marketing tactics, including the selection of appropriate marketing channels and digital advertising methods, to create awareness and generate short-term market impact. It also addresses fiscal oversight and the use of key performance indicators (KPIs) to measure the success of marketing strategies, providing recommendations for optimizing digital marketing efforts and achieving business objectives. The report concludes by summarizing the key findings and recommendations for successful market entry and expansion.

Digital Marketing
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Executive summary
Digital marketing is whole about creating brand awareness with the help of some
tools such as internet, social media, and search engines. Moreover, there are more
opportunities into Australian bike market for business expansion. For instance, an
research persona is performed using focus group, customer survey and market
research. In addition to this, marketing channel and digital advertising are applied for
creating awareness among people who live in Australia. Key performance indicators are
utilised for determining the strategic, operational and financial attainment of company
basically in comparison to another business into same industry
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Table of Contents
Executive summary.......................................................................................................................2
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
Digital Marketing Opportunity..................................................................................................4
TASK 2............................................................................................................................................7
Persona Research....................................................................................................................7
TASK 3............................................................................................................................................9
Short term Market impact........................................................................................................9
TASK 4..........................................................................................................................................12
Fiscal oversight........................................................................................................................12
CONCLUSION.............................................................................................................................14
REFERENCES............................................................................................................................15
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INTRODUCTION
Digital marketing encompasses whole efforts of marketing which utilises an
electronic devices or internet. Moreover, it is the usages of internet, social media,
search engines and many more to reach customers. It targets a particular segment of
consumer base as well as is interactive (Behera and et.al., 2020). This is essential for
the business as well as brand awareness. In addition to this, it is considered as one of
the emerging techniques which have been adapted through various firms in order to
promote its products or services into digital forms. As per the given scenario, this report
is based on Worldwide e- bikes which is a company which is planning to expand their
business into Australia market. For instance, some topics that are discussed such as
opportunity of digital marketing, Persona research along with its benefits and digital
marketing tactics. Apart from this, the importance of Google analytics as well as
identification of key performance indicator is also discussed in this report.
TASK 1
Digital Marketing Opportunity
Overview of Digital marketing in Australia
In the Middle East, there are about 258.8 million populations, 306.1 million
mobile phone connection, 182.1 million are internet users as well as in about 125.4
million people are there who are active on social media users. Digital marketing is vital
for business of all sizes with above 21 million Australians utilising the internet. It spend
is valued at around $7-9 billion in year 2019 as well as its upcoming approximates
search much stronger, because of continual attraction upon digital channels. Australia
has medium market maturity for the suppliers and buyers of digital marketing. The
markets for digital services are healthy development with industries like telecom, retail
and others.
Current opportunities for marketing eBikes (digitally) in Australia.
Digital marketing is known to be the booming industry and full of opportunities in
Australia. As market of e- bike was valued at 15.42 billion in year 2019 as well as this is
anticipated to witness a CAGR of 6.21% at the anticipated period 2020 to 2025 ( E- bike
market. 2020). E- bike is also called the electronic bicycle with an integrated e- motor
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may be utilised for propulsion. It is at their core is known as regular push bike and rely
upon additional elements which perform together for enabling this to operates: electric
battery, sensor, motor and display. Whole e-bike utilise pedal assistance, it is where
motor is only activated at the time pedals are already into motion. Moreover, this is
going to aids various more individuals in order to overcome the barriers that people are
facing while riding (Chaffey, 2019). The sales of electric bike in Australia have attaining
phenomenal development. the e- bikes imported into respective place is more as well
as sales are faster in comparison to any other segment of Australian bike market.
Under the Australian Vehicle standards the e- bike is defined. (E-bikes surge in
popularity in Australian cities but experts warn of risk, 2020). So, Worldwide e- bikes
can expand their business into Australian market through e-commerce store as there is
appropriate opportunities in effective and efficient manner. There are various online
tools that can be utilised for seeking trends as well as keywords and analysing present
competition. But Worldwide e- bikes can use Moz for determining the keywords.
Moz to identify keywords
Moz is considered for facilitating analytics software in order to track whole of
website’s inbound marketing potential search marketing, linking building, social media
as well as brand that is mention upon single platforms. In addition to this it is effective to
utilise MOZ for identifying keywords because this is known to be a fantastic for keyword
centric and ranking the targeted customers (Hanlon, 2019). This also facilitates some
kind of fun extras which consumers like such as SERP features and appropriate
competition comparison angle for particular keywords. In addition to this, this is helpful
for respective company for creating this tracking as potential less as much as possible.
Moz keywords
Based on Moz keywords, the result related to opportunity to entering into new
market are described below:
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Figure 1, E- bike market.
(Source: E- bike market. 2020)
The e- bike was valued at 15.42 billion in year 2019 as well as this is anticipated
to witness a CAGR of 6.21% at the anticipated period 2020 to 2025.
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Figure 2, Electric Bikes Market Overview.
(Source: Electric Bikes Market Overview. 2020)
The global e-bikes market through product types have been segmented into throttle
n demand, pedelecs as well as scooter and motor cycle. The respective market through
leading mechanism has been segmented within mid drive, hub motor and many more
Moreover, there are some strong competitors such as bikeexhange.com as it
provides an unique opportunity for enthusiasts to identify or sell bikes. Moreover, this
renders whole bikes and cyclists that involve folding portable, hybrids, racer and many
others (Karaağaoğlu and Çiçek, 2019). Therefore, this will be considered as strongest
competitors for teh respective company that is Worldwide E-bikes.
TASK 2
Persona Research
Buyer persona is considered as a friction representation of individual’s ideal
consumer based upon marketing research as well as real information regarding its
existent clients. While developing the buyer persona, they have to undertake involving
consumer demographics, attitudes patterns, objectives and other (Kemp and et.al.,
2019). So, Worldwide e-bike Company can perform persona research with the help of
three specific terms that are discussed below:
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Customer survey: This is considered as a method of obtaining clients feedback
for assisting firm to measure satisfaction, performing marketing research as well as
gauge desires. So, Worldwide e-bikes undertake customer survey for developing
awareness upon e-bikes as well as their sustainability within Australia. Therefore, few
details are considered into buyer persona including demographics data (Kingsnorth,
2019). E- Bikes customers has high incomes as well as has effective educated in
comparison to regular cyclists. It assists to address few of barriers towards riding such
as physical exertion, journey time and others. Moreover, as per the survey respondents
report, the main motivation to purchase an e-bike was consider to be the primary means
of transport. Older age groups were very much likely for reporting heath reasons. Also,
e-bikes has enhances the female cycling levels.
Focus group: This is considered as the method of researching that is utilised for
accumulating information by group interaction. The group is comprises a small number
which is choose individuals who describe a provided topic. It is applied for identifying as
well as exploring how individuals behave and thinks as well as it throw lights upon what,
why and how questions. So, the focus group for e-bikes in Australian market is based
on demographics whose age is between 18- 50, and both male and female.
Market research: This is considered as the procedures of ascertaining the
viability of new product or services by investigation performed directly with potential
consumers. It allows firm to determine the target market as well as obtain opinions and
feedbacks from clients regarding their interest into products (Liu, Perry and Gadzinski,
2019). So, by conducting the market research Worldwide e-bike can bale to identified
the potential market and get feedbacks about it. Therefore, they selected the Australian
bike market.
Three benefits of research persona
The research persona provides various benefits to respective company. Some of them
are discussed below:
 Increase efficiency: The research persona is helpful for enhancing the efficiency
as with the assistance of this company can able to determine the target market,
potential customers, creates awareness and may more. So, by using the
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research persona the Worldwide e-bike company can get knowledge regarding
their market, target audiences and many more.
 Help firm build long term relationship: As research person assists firm to
understand the customers’ preferences, choices, demand sand others.
Moreover, through this, they can know about their views with the help of its
feedbacks view and so on (Petit, Velasco and Spence, 2019). Therefore,
research person is beneficial for Worldwide e-bike as by it they get to understand
their potential clients opinions in more effective manner which will outcomes into
developing long term relation with their customers.
 Access to attractive market: With the help of research persona firm can able to
perform the market research which is helpful in determining the target market as
well as obtain opinions and feedbacks from clients regarding their interest into
products. So, Worldwide e-bike Company can able to access the attractive
marketplace such as Australia.
TASK 3
Short term Market impact
After deciding the marketplace as well as pursuing opportunity so, Worldwide e-
bike company has to create awareness and buzz around their product that is e-bike. For
instances, they apply some marketing tactics. This is considered as the strategic actions
which direct product or services promotion for influencing particular marketing
objectives. Its main intent is to enhance the sales as well as maintain competitive
product or services. So, there are some marketing tactics which firm have to perform as
top priority for effectual short term results are discussed below:
Marketing channel: This can be regarded as the set if individuals, practices a well
as intermediary firms which play a vital role into product ownership transferring from the
point of manufacturing to consumption. Mainly, there are several platforms by which
products reaches to audiences. Moreover, they are also known as the distribution
channels. So, marking channel can be used by Worldwide e-bike Company as this help
them to plan its manufacturing and another related strategies for business
consequently, promoting its products, meeting the goods demand and supply, selecting
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the strategy for pricing it. There are four types of marketing channel which are
discussed below:
 Manufacturer to customer: It is considered to be the most effortless kind of
marketing channel as the product which are manufacture directly reached to
clients. This is cost effective as well as profitable for both producer and consumer
no such middle man involvement is there.
 Manufacture to retailer to customer: This is considered as the highly adapted
channels within sector. The producers who specialise into producing o product
shopping adopt this.
 Manufacturer to wholesaler to customer: This is generally opted through
customers who are seeking out for bulk buying of particular products as well as
procuring the similar one from wholesaler. It is quite simple and cost effective for
them to owe. Te wholesaler minimises customer cost like services cost, sales
cost and others.
 Manufacture to agent to wholesaler to retailer to customer: In this kind of
marketing channel, there are above one intermediary while the product reaches
to customers. The agent aids as well as help sale of products as well as charge
its commission from producer. Moreover, they are somehow helpful when they
required product reach to clients in short duration.
Digital advertising: This is considered as the procedures of publishing promotional
material with the help of online platforms like social media, search engine, websites and
many more which can be accessed digitally. Customer spending their most of the time
upon internets so respective marketing tactics assists firm to take their business directly
to where the customer is. There are some types of digital advertising that are discussed
below:
 Social media: This is considered as the largest hub for digital advertising
generally due to huge number of user as well as the targeting audiences ease.
There are various types of digital marketing crossover the social ads because of
platform nature (Riyadi and et.al., 2019). However, there are 2 sub kinds which
are specific for social media, either it is on Instagram, YouTube, face book and
many more. Paid social media ads are crucially considered to be native ads, it
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means for leveraging promoted posts as well as reach towards particular
individuals by utilising targeted customers. So, the respective company can use
this for their new product into new market. As it helps them to enhance brand
awareness, generates leads, boost sales and many more.
 Native advertising:
Figure 3, Native advertisement
(Source: Native advertisement, 2020)
This is somehow similar to display ads. It is considered to be more strategic as well
as intentional when this comes towards targeting audiences. It is sponsored listing
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which are integrated and camouflages within feed. Moreover, there are mainly four sub
kinds of native advertisement such as recommendation widgets, in-feed, search ads
and promoted listings. This type of digital media advertisement is generally based upon
customer’s online habits as well as history and will display ads which may be relevant
for them. So, respective company may utilise this AS it provides an opportunity to
connect with customers in a format of client’s selection. Also, this may be not much
intrusive than traditional ad formats like banner ads. Also, it produces higher CTR as
well as enhances conversions.
TASK 4
Fiscal oversight
Respective organisation is a profitability making firm which inflexible regarding
return on investment. For instance, fiscal oversights of promotion strategies are required
for determining its efficiency which will aids firm to enter into Australian market. Google
Analytics is considered as a free Web analytics services which facilitate statistics as
well as basic analytical techniques for search engine optimisation as well as marketing
purposes. The service is available to anyone with a Google accounts. Moreover, a
respective service was developed in year 2006 at the time it is obtained Urchin. This is
also a growing professional platform in order to measure metrics. It accumulates
information with the help of browsers, java Script code and cookies. The analytics
programme gather data from firm sites and java scripts code which is involved into
pages a well as cookies which are produced once if user accesses the web by a
browser. In this manner, all Google analytics records the activities of user from the
minute it usages till they leaves as well as transform this into various report with
statistical and graph information to develop it simple for understanding evolution. This is
important as t facilitates users with ability to evaluate each aspects of websites from
new visitors to referral sources device types time on page and many more.
Identify 2 KPI for each tactics
Key performance indicators are considered as a set of quantifiable
measurements which is utilised for gauging a firm’s long term performance. It is mainly
helpful in determining the strategic, operational and financial attainment of company
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basically in comparison to another business into same industry (Santoso, Kauf and
Aristo, 2019). Therefore, Worldwide e-bike company can utilise some key performance
indicators in respect of their chosen marketing tactics. All these are discussed below:
For marketing channels
 Buying session: In this the percentage of overall sessions which become
gathering at the time when an order which navigated by a particular marketing
channel during reporting time duration was placed. So, this KPI is session based
instead of visitor based conversion rate for measuring the efficiency of respective
session with the help of marketing channel.
 Average order value: This tracks the average dollar among which is spent every
time when consumers place an order upon a websites or mobile application. For
calculating the Worldwide e-bike company’s average order value, it should
generally divide overall revenue through number of orders (Marketing channel
key performance indicators, 2020).
For digital advertising
 Cost per acquisition: for evaluating the effectualness as well as cost of firm’s ads
campaigns is to track Cost per acquisition. Respective key performance
indicators generally measure how much this costs their company into dollars for
obtaining an individual’s new consumers. In case outcomes is higher than its firm
is not so much effective as well as they will have to do adjustments for lowering
down the campaign cost or enhancing gained customer’s number. So, respective
key performance indicator helps Worldwide e-bike Company to evaluate their
campaign cost in appropriate and effectual manner. Therefore, they may utilise
the formula such as:
CPA =Total campaign cost / Total number of customer acquired by campaign.
 Lifetime value: Customer lifetime value is considered as the key indicators which
undertake a view for extending beyond a particular advertisement campaign
active life. This measures the value to its firm of an individual client over whole
course of its experiences with their brand (Sari, 2019). so, respective key
performance indicator can be performed by Worldwide e-bike company like this;
The initial purchase whole the way through last, every value of client to its
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business shows back a metric which assist them in determining how well they
hold the existent consumer and to what extent they will be retain (The ABCs of
Digital Advertising KPIs, 2019). This is also a evaluation of customer loyalty.
Therefore, the formula they can use is:
Customer value = Average customer purchase * Average purchase frequency
rate.
LTV = Customer value * Average customer lifespan.
CONCLUSION
As per the above report, it has been analysed that digital marketing is vital as it is
one of the emerging techniques which have been adapted through various firms in order
to promote its products or services into digital forms. Moreover, it has been determined
that digital marketing creates various opportunities into new market. Along with this, in
order to understand the potential customers the firm perform buyer persona as it helps
company to undertake some kind of research involving consumer demographics,
attitudes patterns, objectives and other. Also, it assists to enhance effectiveness,
develop strong long term relationship and many more. In addition to this some
marketing tactics are utilised for creating awareness such as marketing channels, digital
advertising and others. This is helpful to enhance the sales as well as maintain
competitive product or services. Apart from all this, firms utilise the Google analytics as
it assists them to determine the effective digital marketing activities as well as some key
performance indicators are utilised for determining the strategic, operational and
financial attainment of company basically in comparison to another business into same
industry
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REFERENCES
Books and Journals
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Chaffey, D., 2019. Digital marketing. Pearson UK.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Karaağaoğlu, N. and Çiçek, M., 2019. An evaluation of digital marketing applications in
airline sector. Journal of Human Sciences. 16(2). pp.606-619.
Kemp, A. and et.al., 2019. The matchmaking activity: An experiential learning exercise
on influencer marketing for the digital marketing classroom. Journal of Marketing
Education. 41(2). pp.141-153.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online
marketing. Kogan Page Publishers.
Liu, S., Perry, P. and Gadzinski, G., 2019. The implications of digital marketing on
WeChat for luxury fashion brands in China. Journal of Brand Management. 26(4).
pp.395-409.
Petit, O., Velasco, C. and Spence, C., 2019. Digital sensory marketing: Integrating new
technologies into multisensory online experience. Journal of Interactive
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Riyadi, S. and et.al., 2019. Digital marketing strategies to boost tourism economy: A
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Santoso, S., Kauf, J. and Aristo, N. C., 2019. The Information System of Name Card
Sales Based on Digital Marketing to Improve Creativepreneur on College E-
Commerce Website. Aptisi Transactions On Technopreneurship (ATT). 1(1).
pp.64-72.
Sari, P. R. J., 2019. Digital marketing as promotion on Bali jeep adventure
products. International research journal of management, IT and social sciences.
6(5). pp.204-209.
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Yoga, I. M. S., Korry, N. P. D. P. and Yulianti, N. M. D. R., 2019. Information technology
adoption on digital marketing communication channel. International journal of
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