Strategic Digital Marketing Plan for WorldWide eBikes Australia

A STRATEGIC MARKETING PLAN REPORT FOR THE MARKETING DIRECTOR OF WORLDWIDE eBIKE
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Executive Summary
In the Australian market, WWeB will need extensive digital marketing activities to effectively rival competition for customers' attention. An overview of the Australian market provides the following digital marketing opportunities:
A majority of Australian adults spend ample time online based on high rates of internet penetration and ownership of digital devices.
eBikes sales are on the increase on the Australian market.
Australians have an array of motivations for cycling, including environmental protection, ease of movement as a recreational & social activity, and enhancement of fitness while preventing physical & mental health complications.
Competitors have not effectively engaged cycling customers with content involving benefits and issues around cycling.
Based on these opportunities, digital marketing is necessary for the country, with the customer motivations forming the basis on which content can be developed. In terms of short-term outcomes, key recommendations include:
Development of a website
Establishment of social media pages and engagement with influencers.
These recommendations are expected to create a ‘buzz’ in the Australian market and will be evaluated based on KPIs like Bounce Rate and Social Share Voice.

Introduction
Worldwide eBike (WWeB) is a UK-based organization that designs, manufactures, distributes, and retails bicycles, eBikes, and their accompanying accessories like head gears, gloves, digital capabilities, and safety clothing. Currently, eBikes are the leading source of revenue for the organization, and market indicators suggest that their consumption increases. As a result, WWeB is looking to expand internationally, having identified the Australian market as an ideal destination. The company plans to sell its prized products through its e-commerce platform and retail partners. At the same time, the company's leadership intends to leverage the power of digital technology in bringing these products closer to the people, given the increasing importance of digital tools in shaping marketing strategies, connecting with consumers, and driving sales. Since WWeB has never marketed its products in this jurisdiction before, there is a need for market insights and guidance. Therefore, the current paper is a strategic digital marketing plan report requested by the WWeB’s Marketing Director.
2.0 Market Opportunity
Section 2.0 highlights the growing global and Australian eBikes markets and the digital marketing opportunities that can inform a digital marketing plan (DMP). The section also outlines the opportunities currently being exploited by eBike sellers or retailers on the market.
2.1 Global Outlook of eBikes Market
As of 2021, the global bicycle market was valued at $59.33 billion, with an expected compound annual growth rate (CAGR) of 8.2% between 2022 and 2030 (GVR, 2020). An array of factors will fuel the increase in global demand for eBikes and bicycles in general. For instance, bicycles are among the trans...