Dublin Bus: Digital Marketing Analysis and Recommendations Report

This report offers a comprehensive analysis of Dublin Bus's digital marketing strategies. It begins with an overview of the company, its services, and a SWOT analysis identifying strengths, weaknesses, opportunities, and threats. The report then compares Dublin Bus to competitors like Coastal Liner and Lowell Regional Transit Authority. A detailed website review examines the user-friendliness and functionality of the Dublin Bus website, including its route planner and fare calculator. A social media audit assesses Dublin Bus's Facebook and Instagram presence, evaluating engagement and content strategies. The report also includes customer personas, describing the needs and behaviors of target users. This analysis provides insights into Dublin Bus's digital marketing performance and potential areas for improvement. This report is a valuable resource for students studying marketing, digital strategy, and public transport.

DIGITAL MARKETING
DIGITAL MARKETING
Name of the Student
Name of the University
Author Note

1DIGITAL MARKETING
Dublin Bus in considered one of the largest public transport company in the Ireland. The
company established in the year 1987. At the present moment it has up to total 172 bus
routes. Dublin bus operates their business not only in Dublin, they also provides their service
outside the city (Kelly and Fu 2014). The primary proprietor of this agency is the Irish
government.
SWOT Analysis
Strengths
 Superior network of Urban public transport
 Owned by the Irish Government
 Variety types of tickets are available in the market (daily, monthly)
 Smoke-free buses, the passengers which do not smoke have a better ride comfort
 They offering safe and clean shelters
 The behaviour of the staff is very polite and helpful
 Strong social media involvement
Weakness
 Poor interrelation between neighbourhood village
 Nowadays most of the people use their own private car
 Year to year ticket price increases
Opportunities
 Ability to obtain resources from EU to improve transport infrastructure
 Ability to create different bus routes
 Ability to promote digital and social media promotion to attract more customer
Threats

2DIGITAL MARKETING
 The absence of financial resources
 Operating cost is very high due to rising price
 Number of passengers decreases due to presence of other competitors
 Loss customer, because nowadays most of the people prefer car riding
Comparison:
Coastal liner is an Australian transport company. They operate their business on the New
South Wales central coast. Coastal liner offer its service via website. They update their
regular tour package via website, Facebook post, mail and newspaper. They have total 4 bus
routes. Lowell regional transit authority is a public transport organization in Massachusetts.
They have total 20 bus routes. They also operate their service via digital media. Dublin bus
and this two company provide same service. They all promoting their business in social
platform. According to the size of the business, no of routes, Dublin bus is big company
rather than other two company.
Website review:
Dublin bus website is an online application which provides bus services in an around the city
24X7, this website gives the real time passenger information which helps in tracking the
passenger (Gallagher, Gill and McNabola 2013).The route planner provides with the different
buses available. A Fare calculator helps in calculating the precise amount required for each
travel. The website also has a time table that shows all the different trimming of the bus.
Though Dublin bus services one can also book buses for different events or occasions.
Overall it can be concluded that the website of Dublin bus services is user-friendly save and
secure and travel friendly as well.

DIGITAL MARKETING
Social Media Audit
WHO WHERE
CHANNEL/ENVIRONMENT
WHAT WHEN
DATE/FREQUENCY
WHY
PURPOSE/PERFORMANCE
OPPORTUNITY
1 = CHALLENGES
5= OPPORTUNITIES
Dublin
bus
Facebook
o Posts
o Photos
o videos
Sharing photos, videos and post
from website with links
o Huge followers but little
amount of likes and
comments
5-6 posts per day Drive to website
o Average visitors
o Few amount of unique
visitors
o Average visitors
o Few unique visitors
o Some comments
and conversation
Instagram
o Photos
o Text
o Links
Sharing photos linked with website
o Low amount of followers
o Few likes, comments and
views
4-5 posts per month Drive to website
o Few visitors
o No unique followers
or visitors
o Poor conversions
o No unique
visitors
o No regular posts
o Little views
Content Review:

4DIGITAL MARKETING
Customer Personas:
Name: Charles Sheridan
Occupation: service holder
Behaviour
o He goes to office daily via bus or
other public transport
o He loves to travel
Demo graphs
Age- 37
Location – Collins town
Occupation – Service Holders
Needs and Goals
o Time to time bus during office time
o He likes to prefer safe and
comfortable journey
Name- Ailis Eilis
Occupation: Pensioner
Behaviour
o She goes to shop via bus and visits her
family
o She likes to interact with her family
and friends via phone, which she use
daily
o She commutes weekly
Demo graphs
Age- 63
Location – Balls bridge
Occupation - pensioner
Needs and Goals
o She needs to see particular bus route
to shops
o She needs it to large enough for her
poor eyesight.