Digital Marketing in Australia

Introduction

In Australia, the companies that are in the business of producing and selling bikes, are utilizing digital platforms to help them carry out their operations. This does not mean that all of them have accomplished that. Those that have not yet established an online presence, are either outsourcing the services or hiring individuals who can assist them in that area. In the last two years, the consumers in the country became used to ordering products digitally from an application and receiving them at the comfort of their homes. More people are using social media platforms to identify new products by different brands. This makes it easy for Worldwide eBikes Inc. to market the bikes in that market.

Worldwide eBikes Inc. is a company that produces bikes and is aiming to enter into the Australian market. Their main means of marketing is digital which will need a lot of strategies to accomplish effectiveness. For instance, it can apply various tactics including creating a website and registering on a social media platform such as Twitter. Nowadays, it is expected that every reputable organization to have an online presence. Prospects would probably be distrusting of any company that did not have a telephone number or physical address. Same can be spoken in this era for one without an email address or website. There are helpful tools to share critical information concerning the business with consumers and answer all the questions they may have.

Having a good quality, easy to use website makes them feel comfortable utilizing the services as they assume they can anticipate similar positive experience in every area of business. Apart from simply displaying information, a website can also be sued to sell items and services directly to consumers which can eliminate the need for physical stores which require large operating costs. The other tactic to use is creating a Twitter account and connecting with people. The platform will allow the organization to remain in the know as it connects the business with whatever is happening in the world. The company can also learn the latest and real-time trends as well as invest in social listening. It is also a great way of getting to read on a brand’s public image.

The platform also enables free business promotion which means that Worldwide eBikes Inc. can build awareness surrounding the brand and grow by establishing a strong organic following. One is also able to reach new audiences through using the Twitter platform. By expanding the company’s message on the application, the business can connect as well as engage with new people, find partners and recognize influencers. Another benefit is that people have been able to start conversations on the app which can be useful when trying to understand the type of market one is entering.

Market Opportunity

Ever since the pandemic, businesses have realized that they can conduct most of their operations online, for instance, marketing and selling products online. Online platforms ensure that one reaches many individuals and for a short time. Additionally, fewer resources are used as compared to other forms of marketing¹. For example, social media marketing which has grown in the last two years, is one that brands have adopted. They have gone to the extent of establishing teams of people with knowledge on how to utilize the various platforms. In this era, this gives the companies a competitive advantage over others in the same industry.

In Australia, brands especially those producing and selling bikes are using the digital platforms to carry out their operations. Those that have not yet established an online presence or find means to accomplish that, are either outsourcing the services or hiring. The consumers in Australia in the last two years became used to the idea of ordering products digitally from an application or website and receiving them at the comfort of their homes. Additionally, more people in the country are using social media platforms to identify new products by different brands. This makes it easy for Worldwide eBikes Inc. to market the bikes in that market since they have already tried it and is working.

Current opportunities for marketing the brand digitally in Australia is one that the business should be excited about. This is one of the richest nations worldwide and among the largest e-commerce market by revenue. Thus, breaking into the Australian e-commerce is a great opportunity to expand globally for online sellers who are aiming towards growing a business and reaching new audiences. There are platforms that have existed whereas there are others that are coming up that can let Australian people identify one’s products, for instance, Shopify and Amazon.au. The latter stocks more than one hundred million products across twenty-nine individual product categories, thus making it a lucrative opportunity for sellers.

Consumers have also identified that the FBA can save them valuable time and effort as the platform handles shipping details for them and does not put a minimum number on the items sent. A seller can be sure of good multi-channel inventory management software with a full incorporation meaning that they can streamline the business processes and access information from a centralized point. The other platform has close to one million merchants and is quickly becoming among the most popular in the nation. It offers a 24/7 web support and if a customer is subscribed to a Shopify Plus, they get their own Account Manager in Australia to support them. Using the two would help Worldwide eBikes in its quest of entering that market.

Digital means of marketing makes it easy even for startups to reach larger markets due to the numerous tools available. For instance, using Google trends, one can use the hashtags that are trending online in various platforms such as Twitter and Facebook. When a particular such as cricket sport tournament is happening and many people are reacting on social media or searching about it, it becomes top among the trending topics. When posting about the bikes, the company can incorporate the keywords which will guarantee that many people will view the information conveyed by the brand. Majority of the social media influencers use this tactic to gain more followers or to market a product. Apart from that, the brand can also use the more influential people in Australia to promote the bikes. Such individuals have a great following which means that they can easily turn viewers to buyers.

Persona Research

The potential customers for the bikes are individuals who have a special interest in exercising and staying fit. This can range from young to older people since fitness is something that can be practiced by anyone. To create buyer personas, survey method would be the most ideal. In the online space, it is easy to find people who share a common enjoyment of riding bikes. With that in mind, it would be great to send them online questionnaires and let them fill and submit their responses through means such as email². There can also be questions requiring simple answers, yes and no, on a platform such as Twitter. This will help in gaining an insight into the preferences of the people in the new market.

Having a well-developed persona can aid a company in building a great marketing plan in the long term and target one’s marketing campaigns as well as offers to the right groups of potential customers. It puts a face to the client and assists in identifying their needs and wants. This knowledge is invaluable to a business as it develops marketing campaigns over time. There are various benefits of having well-researched persona, for instance, comprehend customers’ needs, where they spend time and better quality leads.

When a person is trying to purchase the best gift for another, for example, spouse, mother or friend, they can easily visualize them in their head as they shop. One can imagine their wants and needs, the things they have done, interested in and all that they hate. Consumer personas work in a similar manner in that they enable a company to better recognize the desires of the consumer-base. By having the information about the issues people face, Worldwide eBikes Inc. can cater the content to their audience in a way that the will see value. Using the insights into the customer needs helps in identifying the topics the prospects want to learn more about and develop content around them.

The second benefit is that the persona gives knowledge concerning where consumers spend their time. Once someone knows the background of all their personas, the information will aid in gaining a better comprehension of where the clients are with respect to online space. This can also involve knowledge on where they source their data and the types of social media platforms and networks they utilize to communicate with friends and family.

Having this knowledge allows Worldwide eBikes Inc. to better target its content and market it in the places the prospects are most probably to view it. In case one of them tends to spend more time on Facebook in contrast to another, who prefers email, the company will know the type of content for each platform. This is due to the fact that people only react to the information that interests them.

The other benefit is that well-researched persona’s result in better quality leads. Looking at the previous two benefits, it is clear that a persona can help identify interests of people, content topics preferred and places to locate them. This means that the company will be able to better cater its marketing to the right individuals in the correct platforms, all which gives it an opportunity to generate great quality leads. Worldwide eBikes Inc. can use this information they gather concerning the prospects to aid them in making a personal bond via email marketing and be better able to direct messages in an individualized manner. This also enables them to create nurturing programs aimed at various personas as well as improve lead quality for the brand which in turn qualifies for better clients.

Short Term Market Impact Tactics

In order to create an immediate buzz about a product entering a new market such as what Worldwide eBikes Inc. is trying to do in Australia, one needs to apply digital marketing tactics. For this case, websites and a social media platform such as Twitter would be ideal. Having a website offers many advantages including an online presence that is throughout the day. Customers will always be able to find the company, anytime and from anywhere. Even beyond business hours, the platform continues to find as well as secure new consumers. It provides a user convenience as they can access the data they require at the comfort of their own home with no additional pressure to purchase. As most organizations currently have their own website, there is a great chance one might be losing clients to rivals by remaining offline.

A website also helps in exchanging information since at its simplest; it offers a quick as well as easy way of communication between a buyer and a seller. One can list their opening hours, show photos of the location and products, and use contact forms to enable enquiries from prospects or feedback from existing consumers. A brand can also upload promotional videos to actively engage the customers and sell the items in a cost efficient and effective way. This is a brilliant manner as well to promote a business’ social media channels and create a community consisting of the buyers.

Nowadays, it is expected that every reputable organization to have an online presence. Prospects would probably be distrusting of any company that did not have a telephone number or physical address. Same can be spoken in this era for one without an email address or website. There are helpful tools to share critical information concerning the business with consumers and answer all the questions they may have. Having a good quality, easy to use website makes them feel comfortable utilizing the services as they assume they can anticipate similar positive experience in every area of business.

Apart from simply displaying information, a website can also be sued to sell items and services directly to consumers which can eliminate the need for physical stores which require large operating costs. Removing the overheads will aid in lowering prices, giving the business the competitive advantage³. It can as well be utilized internally within a brand in terms of sharing certain information with colleagues.

Another tactic to use is creating a Twitter account and connecting with people. The platform will allow the organization to remain in the know as it connects the business with whatever is happening in the world. The company can also learn the latest and real-time trends as well as invest in social listening. It is also a great way of getting to read on a brand’s public image⁴. The platforms also enables free business promotion whereby Worldwide eBikes Inc. can build awareness surrounding the brand and grow by establishing a strong organic following.

One is also able to reach new audiences through using the Twitter platform. By expanding the company’s message on the application, the business can connect as well as engage with new people, find partners and recognize influencers. Another benefit is that people have been able to start conversations on the app which can be useful when trying to understand the type of market one is entering. Worldwide eBikes Inc. can start a discussion concerning its products and plans to penetrate the Australian market.

Fiscal Oversight

Google Analytics KPIs are measurable performance indicators used in monitoring, analysis as well as optimization of user behaviors on websites. The metrics help a website manager in the operationalization of their marketing objectives⁵. In this section of the paper, only four will be discussed⁶. The first one is session and users whereby the discussion centers around how the traffic develops.

In Google Analytics, all visitors are initially referred to as users whereby a distinction is established between new and those returning. Additionally, every one of them who visits the site also generates a session. One can open numerous sessions whereby tracking of a single session is terminated after every thirty minutes of inactivity on the one hand as well as at midnight on the other. Thus, the amount of users can never be more than the quantity of sessions. Monitoring the quantitative development of traffic act as a cornerstone of website performance and essential part for further study. Knowing how many times consumers visit the company website is beneficial as the brand can understand whether they are accepted in a market or not.

The other KPI in Google Analytics is new and returning users. Here, what is tested is how often the users return to a website. The difference between new and those returning is helpful as the two groups usually differ significantly in their online behaviors and thus can be viewed separately. Returning individuals already have a higher interest in the content provided by the brand. The association between the two user clusters is impacted by several factors such as the industry, business model, marketing channel responsible for the initial first contact, intention of the user, among others. The company can use this to analyze the visitors’ behavior further to gain new knowledge to better the performance. With help of remarketing, one can increase the number of returning users.

The third KPI in Google Analytics is the bounce rate whereby what is being checked is whether the requirements of the visitors are being met. This also describes the percentage of sessions in which one webpage was visited. Often, it is a great indicator of if the user finds the needed content on the website and the demand is satisfied. In case, they are not happy, they usually leave without further interaction as well as bounces. For an initial and quick examination of the quality of the traffic, this metric can be helpful to the company. Worldwide eBikes Inc. can understand whether the information they attempt to convey is impressing or not.

The fourth KPI in Google Analytics is the goal conversion rate. In digital marketing, this means the execution of a desired target action by a user on a website. One is able to create a maximum of twenty conversion objectives or target actions which are monitored from the moment they are created. One can also attribute a fiscal value to them since a thorough tracking is the foundation for in-depth analyses as well as sustainable optimization of website performance to accomplish the defined business aims⁷. Worldwide eBikes Inc. can define and create target actions to cover every relevant business goals.

Reference List

Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), pp.321-339. Web.

Peter, M.K. and Dalla Vecchia, M., 2021. The digital marketing toolkit: a literature review for the identification of digital marketing channels and platforms. New Trends in Business Information Systems and Technology, pp.251-265. Web.

Rosokhata, A.S., Rybina, O.I., Derykolenko, A.O. and Makerska, V., 2020. Improving the classification of digital marketing tools for the industrial goods promotion in the globalization context. Web.

Footnotes

• 1-Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), pp.321-339.
• 2-Rosokhata, A.S., Rybina, O.I., Derykolenko, A.O. and Makerska, V., 2020. Improving the classification of digital marketing tools for the industrial goods promotion in the globalization context.
• 3-Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), pp.321-339.
• 4-Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), pp.321-339.
• 5-Peter, M.K. and Dalla Vecchia, M., 2021. The digital marketing toolkit: a literature review for the identification of digital marketing channels and platforms. New Trends in Business Information Systems and Technology, pp.251-265.
• 6-Peter, M.K. and Dalla Vecchia, M., 2021. The digital marketing toolkit: a literature review for the identification of digital marketing channels and platforms. New Trends in Business Information Systems and Technology, pp.251-265.
• 7-Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), pp.321-339.