Objectives Using the 5 S’s of Digital Marketing Strategy MKT FPX 5410 Assessment 3 Digital Marketing Plan for Spokin’ Wheels MKT-FPX5410 Digital Marketing

Short Term – < 1 year

• Website redevelopment
• Social media platform enhancement
• Tracking website traffic and customer interactions

To begin with, our website will require a redesign to enhance user-friendliness. Once the new site is launched, we will need to appoint an online inventory specialist to keep prices and stock levels current, as well as to respond to customer inquiries. It is also vital that our website includes social media links on every page to encourage customers to follow us. The website will feature an FAQ section for quick access to useful information, real-time chat options with customer service agents for more detailed assistance, and virtual bots to address simple questions without the need to wait for a representative. We believe that Facebook and Instagram will serve as the best platforms to initiate our social media efforts. Since posts and videos can be shared simultaneously across both platforms, this will save time by avoiding duplicate content. Both platforms also provide selling opportunities, allowing us to post products with direct links to our website for purchase. Furthermore, Facebook and Instagram facilitate customer interaction and foster a community of cyclists. One method to track consumer spending habits is by enabling “cookies,” which record past purchasing behaviors. Cookies can be utilized in various ways to monitor consumer habits, including session cookies, persistent cookies, third-party cookies, and HTTP cookies.

Medium Term – 1 -3 years

• Transition to a completely paperless operation
• Implement QR codes
• Introduce virtual ride-alongs (viewing only)
• Aim to reach 100,000 followers on each social media platform

A key goal for Spokin’ Wheels is to achieve a fully paperless operation by the end of the fiscal year, starting with the digitization of all current records.

Introduction

As we transition to a paperless operation, we will also move all customer service representatives to online chat or phone call support. There is even the potential for customer service staff to work remotely, which could lead to additional operational savings. The popularity of virtual reality presents an exciting opportunity for our brand. With scheduled weekly rides for groups of cyclists, we could mount a camera on a rider’s helmet, allowing those unable to participate in person to experience the ride online in real time. In the future, we might consider developing an app that enables customers to track their personal statistics and engage in friendly competition with one another, all while promoting Spokin’ Wheels. Another viable idea for enhancing our digital marketing efforts is the use of QR codes. “Quick Response (QR) codes can add another layer to existing products and services by connecting a customer with online information, benefits, and experiences. Once you have the QR app, you can scan a QR code, which takes the visitor to a video clip, photo, article, or website” (Caffery & Smith, 2017, p. 66). By focusing on our specific products, the online realm will present endless opportunities for Spokin’ Wheels to highlight our strengths in the cycling industry and maintain a strong online value proposition.

Long Term – > 3 years

• Customer retention and follow-up
• Increase online sales by 50%
• Triple the number of customer service representatives

Social media platforms play a crucial role in establishing an online presence, as the opportunities are virtually limitless. For instance, maintaining a Facebook business profile would enable Spokin’ Wheels to gain followers, which can help enhance our visibility. Encouraging customers to “check in” or tag us on their personal pages will generate brand awareness through word-of-mouth marketing. We could further promote these check-ins and tags by hosting an online contest. Other strategies for enhancing Spokin’ Wheels’ online presence include motivating customers to leave reviews on platforms like Google or Yelp, where many potential customers seek authentic feedback. Additionally, placing advertisements on third-party sites or major retail platforms is another effective way to build a robust online profile. We also plan to implement a combination of paid media, earned media, and owned media to engage our followers. Paid advertising, such as sponsored ads on Facebook and Instagram, is relatively cost-effective and can reach a large audience quickly. Once we start posting regular content, we hope our follower base will continue to grow and assist in promoting our brand.

Tactics, Actions, and Controls

Now that Spokin’ Wheels has a clear vision and defined goals, it is time to det