Individual Assessment: Question 1
What do you think ofthe current opportunities for marketing eBikes digitally in Australia? Is this something that we should be excited about, and can you show us evidence to support your opinion?
We understand that you can use various online tools to look at search trends and keywords, and also to evaluate the current competition, so we’d appreciate your insights from these. We are interested in research that you have carried out yourself, rather than research performed by others.
Individual Assessment: Question 2
We need to acquire an in-depth understanding of our potential customers, and we know that persona research is really helpful for this. Please describe and justify the kind of research that you would undertake to create buyer personas for the Australian e-bike market (we don’t need you to create the actual personas).
Also, please provide threepractical benefits of having really well researched personas, and explain how these would assist our business launch in Australia.
Individual Assessment: Question 3
If we decide to pursue this opportunity, we will need to quickly create awareness and “buzz” around our products.
Please provide your in-depth recommendations for two digital marketing tacticsthat we should undertake as our top priorities for effective short-term results,together with your justification for these choices. These can include website development, using any of the various channels, and / or digital advertising. Remember that the Board needs your specific, detailed ideas and examples for each strategy that relate to our business, and not generic advice.
Individual Assessment: Question 4
Finally, the Board is very concerned with appropriate fiscal oversight. We realise the importance of analytics reports in determining which of our chosen strategies are effective, and which might need to be modified or even discontinued.
Please list four KPIs that would help to evaluate your marketing recommendations from the previous section, describe how you would use Google Analytics to report on them, and the business insights that each one could provide.
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