GoCar's Digital Marketing Strategy: Enhancing Online Presence

This report details a digital marketing strategy for GoCar, a rental car service, focusing on attracting target customers through online channels. It begins with creating buyer personas using quantitative and qualitative data gathered from digital resources like Google Analytics. The strategy emphasizes aligning marketing goals with business objectives and evaluating existing digital marketing channels (owned, earned, and paid media). The report proposes auditing and planning owned, earned, and paid media, using Google Analytics to monitor platform efficiency and customer conversion. Key digital marketing tactics include leveraging Google Analytics, email marketing, SEO, social media marketing, pay-per-click advertising, display advertising, and blogging. The content strategy focuses on delivering core benefits to customers. The report concludes with a summary of the content types to be used for effective digital marketing.

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.

Audit and plan the paid media
This step of digital media marketing requires Gocar to identify the maximum traffic
received from the paid media. It will be pointless to continuously invest in the media that is
attracting less amount of traffic, hence can revise the investment accordingly (Lovett and Staelin
2016).
Bring it together
The final step of the proposed strategy is to bring together all the data recovered and
analyzed. This will give Gocar detailed information on the profile, goal, inventories and content.
They can then formulate a strategy document based on this information. The document will
contain the required modification and plan that needs to be implemented on the digital marketing
of the company that can help attaining the goals of the company.
Digital Marketing Tactics
Google Analytics can be a useful tool for identifying the necessary marketing channels
for the business to attract the customers. The process of identification involves the analysis of the
data from all the channels that are directing traffic to the company’s website. It includes the
organic search, paid search, social media, referrals a direct traffic (Crutzen, Roosjen and
Poelman 2012.). It is noticed that the service provided by Google Analytics is used by a few
number of organizations despite of its utility. Gocar should implement this tool as a digital
marketing tactics for monitoring all the platforms and understand the efficiency of the channels
in terms of advertising. It further helps in gathering data on how many users are actually
converting. This means that it not only tracks down the number of visitors that are being diverted
to the website and the location of these users, it also communicates the information on how many

users are actually completing their actions (Plaza 2011). Moreover, types of actions are also
possible to track down using the Google Analytic tool.
The Google Analytic Channel further offers the company to use some of the basic digital
marketing channels that could possibly be utilized. They are organic search or SEO, paid media,
display, emails, referrals, social media and others. These channels can prove to be useful for
Gocar in their digital marketing venture.
Rationality of the selected Channels
The channels selected for the Gocar has utility in both individual and community level.
The email services and referrals are sent to attract individual customers. The company can
utilize the Google Analytics tool for identifying the potential customers in a given location and
send promotional contents for availing the services provided by the company. This is believed to
be one of the best digital marketing channels in present in the market. Social media marketing
and organic search or SEO is another important marketing channels recommended for the
company. It is because the second largest traffic a company can receive is from their social
media pages and organic. People are more into social media these days and are attached to all the
time. Hence, it is one of the best possible ways to get the customers’ attention by posting
contents in the company’s social networking pages.
Pay per click Advertising is another marketing channel that Gocar can use to get
success in their digital marketing process. The channel is a paid channel where the company
placing advertisement has to pay to the host website every time a viewer clicks on the
advertisement. Various benefits are identifiable for the companies who are using pay per click.
Some of the benefits of using this channel of advertising are as follows:

 It is measurable and tractable and one can easily measure the improvement achieved.
 Quick entry which helps the companies to meet the gap with the competitors nad attain
the level of popularity in short time.
 Puts the company in control
 Work well with other marketing channels disrupting the process.
 Provides incredible targeting options (Kritzinger and Weideman 2013).
Display Advertising has recently risen in the market due to its potentiality to efficiently
convey the message to the customer. It has the capability to convey all sorts of messages. It is the
designed advertisements that are placed next to the content on the websites, e-mails or other
digital format and also in instant messaging. The graphical presentations help catching the
customers’ attention. Hence, it not only helps in promoting the products or offers, but also
increases the online presence of the company and reach out the customers (Goldfarb and Tucker
2011). Additionally, it facilitates in increasing the brand awareness and driving leads.
Blogging is considered as another channel of promotion as it helps in driving traffic to
the company website. It further increases the SEO. It requires using particular key words that
will help the customers to find the business in the internet. This blogs further requires quality
content to develop the interest of the reader to go through the complete information provided.
Moreover, the quality content provided on the blog will position the brand as the industry leader
(Onishi and Manchanda 2012). Last but not the least; it helps in developing relationship with the
customers.
Type of content to be used

It is necessary for the company to select its content wisely as it determines efficiency of
the digital marketing. The customers are interested only the benefits they will receive form the
service or products. Hence, it is important to deliver the core content to the customers and avoid
unnecessary information.

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