Bike Shop Internet Marketing: Target Market, Personas, and KPIs

This report analyzes the internet marketing strategies for a bike shop, focusing on its target market, which includes university students and young professionals using bikes for daily transportation. It details two consumer personas: John, a young, active university student influenced by social media and unique offers, and Mathews, a responsible IT engineer motivated by quality and resilience. The report also identifies key performance indicators (KPIs) such as return on marketing investments and brand awareness, crucial for evaluating the success of marketing campaigns. The analysis provides a comprehensive overview of how the bike shop can effectively target its audience and measure its marketing performance. Desklib provides past papers and solved assignments for students.

Running head: INTERNET MARKETING
INTERNET MARKETING
Name of the Student
Name of the University
Author Note

1INTERNET MARKETING
Target Market
The target market which the company caters to are the University students and the Young
Professionals who use the given bike shop services because they make use of the bike as their
daily transportation purposes (Chocolatespokes.com. 2018).
Consumer personas
The consumer personas help in understanding the kind of customers which the customer
aims to serve. The customer personas of the two different customers have been given as follows:
Customer name 1: John
Profile summary
John is a young university
boy who likes adventures and
wants to engage in various
activities throughout his day.
Often updates and services
his bike.
Personality: Active,
passionate, energetic
Interests:
John likes to go on long bike
rides
He is an active personality
Media and brands
John is highly conscious
about the brand he makes use
of and may like to associate
with only considerable
brands.

2INTERNET MARKETING
and parties regularly
Uses his bike to go to and fro
Age: 20 years
Occupation : Second year
student at the University
Status: Income level: >
15000$
Location: Denver
Motivations
Gets motivated by:
 Free benefits
 Unique offers
Influences:
John is influenced by :
 Social media trends
 Peer group

3INTERNET MARKETING
Customer name 2: Mathews
Profile summary
Mathew is a young
professional who is an
engineer at the office and
who often uses the bike has
transportation mode.
Personality: Serious,
responsible, no risk appetite.
Interests: Likes to go to
movies, likes to spend time
with the family
Media and brands
Is not brand conscious but
believes in buying products
which long last and gets his
clothes tailored. Moreover,
likes all his accessories to be
well made and designed
personally.
Age: 30 years
Occupation : IT Engineer at
Microsoft
Status: Income level: > 35000$
Location: Denver
Motivations
 Good quality
 Resilience and
unique aspects
Influences
Gets influenced by :
 Print media
advertisements
 Social media
advertisements
 Office colleagues

4INTERNET MARKETING
KPIs
The Key Performance Indicators can be described as the indicators for the evaluation of
the performance of the success of the advertisements are as follows:
 Return on Marketing Investments: This measure helps in understanding the returns of the
company as compared to the investments which they have made on their marketing
activities (Chernev 2018).
 Brand awareness: The brand awareness can be defined as the level to which the
customers tend to identify the brand awareness of the company (Marshall 2014). The
higher level of brand awareness reflects a good marketing campaign at large.

5INTERNET MARKETING
References
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Chocolatespokes.com., 2018. Chocolate Spokes. [Online]. Retrieved from:
https://www.chocolatespokes.com/ (Accessed on: 30 Oct. 2018).
Marshall, G., 2014. Marketing management. McGraw-Hill Higher Education.