Kitesurfing Noosa: Digital Marketing Plan and STP Analysis Report

This presentation provides an analysis of Kitesurfing Noosa's current digital marketing activities, highlighting their use of social media marketing, influencer marketing, email marketing, content marketing, mobile marketing, and search engine optimization (SEO). The presentation outlines a digital marketing plan focused on increasing sales through multiple communication channels, emphasizing the importance of planning, reach, action, conversion, and engagement. Furthermore, it includes a detailed STP (Segmentation, Targeting, and Positioning) analysis, explaining how Kitesurfing Noosa segments its market based on lifestyles and interests, targets youth and adventure enthusiasts using the DAMP approach, and positions its brand through various digital platforms to enhance its image and attract more tourists. The presentation concludes that these digital marketing strategies and STP analysis have been instrumental in attracting a diverse range of customers and fostering business growth.

PRESENTATION
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Table of contents
INTRODUCTION................................................................................................................................
MAIN BODY.......................................................................................................................................
Current digital marketing activities of destination marketing organisation................................3
Digital marketing plan.................................................................................................................4
Segmentation, Targeting and Positioning Strategies...................................................................5
CONCLUSION....................................................................................................................................
REFERENCES.....................................................................................................................................

INTRODUCTION
Digital marketing is the process which helps in knowing how the business can scale up to
the best within the market through advertising and promotion at large scale (Olson and et.al.,
2021). Aim and objective of presentation is to gain knowledge related to current digital
marketing activities used by Kitesurfing Noosa to attract more number of customers.
The report will analyse the current strategies within of digital marketing organization
Kitesurfing Noosa in knowing how the advertising and promotion of products can be done and
along with this STP analysis which is Segmentation, Targeting and Positioning strategies will be
framed at large scale. Thus, the report will help in providing the knowledge about the aspects of
how business of Kitesurfing Noosa can be digitally exploited for betterment, growth and
development of organization. This also will help in evaluating the business scale of how the
market will be analysed and evaluated by framing the strategies effectively and in appropriate
manner.
MAIN BODY
Current digital marketing activities of destination marketing organisation
The digital marketing strategies helps in creating value of the market and through this the
main aim of the organization is achieved which helps in creating value through which all the
possible factors of growth and development are analysed within the market structure (Saura and
et.al., 2019). Such as the strategies that are taken by Kitesurfing Noosa such as it is making use
of social media marketing platforms, influencer marketing, email marketing, content marketing,
mobile marketing and Search Engine Optimization (SEO). That has helps in introducing the
products and services to the market and contribute in effective promotion and marketing in
appropriate manner. This also helps in knowing the perspectives of customers through which the
marketing strategies are changed and then the market is being evaluated at large scale (Özoğlu
and et.al., 2020). Likewise, company have post appropriate content with images, short terms so
that the website of the firm can be easily searched by customers. So that they can gain
knowledge related to the destination, its speciality and services that are offered by company to
tourist.
Digital marketing optimization strategies are helpful in knowing the basis through which
aspects of business are gained as the digital set up helps in taking and receiving the services
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through the scale of how the the current digital marketing of company is that it is making use of
the blogs, websites, text messages, through Instagram, Twitter, Facebook etc to make people
aware about the destination so that they are motivated to come and enjoy the same.
Through these digital marketing optimization strategies which are being framed for the
Kitesurfing Noosa are noted and evaluated at large scale which helps in assessing the scale
through which all aspects of growth and development of the business will be done. Therefore,
the digital marketing optimization helps in accessing the digital marketing strategies to be
evaluated and which helps in growth and development of Kitesurfing Noosa (Mandal and et.al.,
2017). The digital marketing strategies are explained in the presentation helps in knowing more
about how the customers can be engaged towards the products and services which are served by
Kitesurfing Noosa effectively and efficiently.
Digital marketing plan
Objectives: To increase sales of company by 15% through making multiple channels to
communicate with customers.
1. Plan: Kitesurfing Noosa has gathered information related to customers taste and
preference, trends in external environment and many more to plan appropriate strategy
related to digital marketing for growth of firm.
2. Reach: For building awareness of Kitesurfing Noosa, it has make use of different
channels likewise, social media, mobile marketing and influencer marketing that has
yield maximum benefits.
3. Act: People can easily interact with company, have information related to the services,
existing offer it deals and it has also offered opportunities to people to book through
online platform that has make them happy and satisfied.
4. Convert: For adding existing and new customers, manager of Kitesurfing Noosa lay
emphasis on optimising conversation rate such as it has make phone call to motivate them
to have its services for satisfaction of their wants. Likewise, it has make good content
with appropriate information related to target customers so that they can take right
decision to have services of specific organisation.
5. Engage: Final it can be stated that Kitesurfing Noosa has engaged more and more
customers in the firm through digital marketing. By continuously positing content,

sending message and sending email to inform and attract range of people within
organisation.
Segmentation, Targeting and Positioning Strategies
The STP analysis is being done for the measure of what are the aspects of business within
the market structure and in what ways Kitesurfing Noosa is achieving the target market scale.
The company takes concern of the STP analysis and through this the main aim and objectives are
achieved is known at large scale. The STP analysis for the Kitesurfing Noosa is described as
follows –
Segmentation – Segmentation is the process which helps in knowing the aspect through which
the market is divided into segments and through this the market is being analysed at large scale. :
Kitesurfing Noosa has segmented people on basis of lifestyles and interest that has helped
company in understanding number of people that are interested to kitesurfing. So that they can be
motivated to have the same through coming at the destination and have fun.
Targeting – Targeting is the process which helps in uncovering the segment of the market at
large scale for selling the products and services of Kitesurfing Noosa. The targeting strategy of
company works on the approach of DAMP which includes distinct, accessible, measurable and
profitable scales of how products and services which are displayed to target customers within the
market (Moore and et.al., 2020). Youth and people that are interested to have kitesurfing are
target customers of Kitesurfing Noosa as it can easily attract them to visit destination and have
enjoyment.
Positioning – Positioning is the process which is evaluated through the scale of how the products
and services of Kitesurfing Noosa are positioned within market structure. It contributes in
creating value of business in mind and heart of customers so that they are always motivated to be
part of it rather than other organisation operating in external environment. Kitesurfing Noosa by
making use of different digital platform such as social media marketing, email marketing, and
influencer marketing is able to enhance brand image of firm and attract more tourist to the
destination. Thus, the positioning of products help in assessing major aspects of positioning
within company.
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CONCLUSION
Thus, it is analysed from the above report that current strategies digital marketing used by
Kitesurfing Noosa has helped in attracting range of customers from different parts of the world.
It helps in knowing the type of content, the manner in which it needs to be advertised and
promote services to customers. Furthermore, STP analysis which is Segmentation, Targeting and
Positioning strategies related to marketing that has been used by company to influence
customers. Thus, the report has helped in providing the knowledge about the aspects of how
business of Kitesurfing Noosa can be digitally exploited for betterment, growth and development
of organization.

REFERENCES
Books and journals
Iyer, P. and et.al., 2019. Market orientation, positioning strategy and brand
performance. Industrial Marketing Management.81.pp.16-29.
Mandal, P. and et.al., 2017. Understanding digital marketing strategy. International journal of
scientific research and management.5(6).pp.5428-5431.
Moore, M.C. and et.al., 2020. A Note on Market Definition, Segmentation, and Targeting: Three
(of Four) Steps in Developing Marketing Strategy.
Olson, E.M. and et.al., 2021. Business strategy and the management of digital
marketing. Business Horizons.64(2).pp.285-293.
Özoğlu, B. and et.al., 2020. Digital marketing strategies and business trends in emerging
industries. In Digital business strategies in Blockchain ecosystems (pp. 375-400).
Springer, Cham.
Saura, J.R. and et.al., 2019. Digital marketing strategies based on the e-business model:
Literature review and future directions. Organizational transformation and managing
innovation in the fourth industrial revolution.pp.86-103.
Volkov, D.V. and et.al., 2018. Formation of bounded consumers' rationality based on micro-
segmentation. European Research Studies.21(4).pp.754-762.
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