MKT FPX 5410 Assessment 3 Digital Marketing Plan for Spokin’ Wheels

Student Name

Capella University

MKT-FPX5410 Digital Marketing

Prof. Name

Date

Introduction

Following the development of a marketing mix and social media plan for Spokin’ Wheels, the next crucial component in our marketing strategy is a digital marketing plan. As our customer base expands through our physical locations and online presence, we are gearing up for sustained growth. The redevelopment of our website, the establishment of a dedicated social media team, and the utilization of Facebook and Instagram as broadcast platforms form the foundation of our approach. The final focal point for Spokin’ Wheels involves implementing the SOSTAC approach to a digital marketing plan, allowing for a comprehensive analysis of internal and external business factors and competitors.

Situation Analysis

SWOT Analysis

Strengths

Internally, Spokin’ Wheels benefits from established physical locations, a growing social media following, brand recognition, and a commitment to transitioning to a paperless operation. Although new to online sales and service, our experienced team, well-versed in customer preferences, positions us strongly in the digital landscape.

Weaknesses

Internal weaknesses include being a small business with limited staff and inexperience in online sales and service. However, these weaknesses are controllable, and Spokin’ Wheels can address them strategically, including the implementation of feedback surveys for continuous improvement.

Opportunities

External opportunities lie in leveraging our revamped website and social media presence to reach broader markets, offer new services, and build alliances. The digital realm provides endless possibilities for growth, and our established online platforms can be utilized to convert followers into customers.

Threats

Digital threats, such as new competitors and evolving market dynamics, require proactive monitoring. Leveraging our physical stores and customer testimonials, staying updated on our website, and maintaining an active online presence are defense strategies against potential threats.

PESTEL Analysis

Analyzing external factors through a PESTEL model, Spokin’ Wheels addresses political, economic, social, technological, environmental, and legal aspects:

• Political: Stay informed about riding and helmet laws, and local events.

• Economic: Offer leasing and financing options, maintain a diverse inventory.

• Social: Utilize Facebook, Instagram, and weekly ride events.

• Technological: Ensure website efficiency, transition to online customer service, provide digital “ride along” options.

• Environmental: Promote a healthy lifestyle, pursue a paperless operation.

• Legal: Maintain secure record-keeping, uphold sales and service contracts, adhere to warranty terms.

Objectives using 5 S’s of Digital Marketing

Strategy

Short Term (< 1 year):

1. Redevelop the website for user-friendliness.

2. Establish and manage social media platforms.

3. Track website traffic and customer interactions.

Medium Term (1 – 3 years):

1. Transition to a paperless operation.

2. Implement QR codes and virtual ride-alongs.

3. Reach 100,000 followers on each social media site.

Long Term (> 3 years):

1. Focus on customer retention and follow-up.

2. Achieve a 50% increase in online sales.

3. Triple the number of customer service representatives.

Tactics, Actions, and Controls

Tactics involve the details of the strategy, using tools such as advertising, public relations, and email. A Tactical Matrix, analyzing each tool through various categories, will guide the implementation of these tactics.

References

Ameur, I., Souar, Y., & Mahi, K. E. L. T. O. U. M. A. (2017, October 16). The Impact of Marketing Mix Elements on Customer Loyalty for an Algerian Telecommunication Company. Retrieved April 20, 2020, from http://marketing.expertjournals.com/23446773-15-302/

Bullock, L. (2019, October 25). Setting goals for your digital marketing. Retrieved April 13, 2020, from https://www.smartinsights.com/goal-setting-evaluation/goals-kpis/goals-for-your-digital-marketing/

Byrne, S. (2020, February 27). Council Post: How Digital Marketing Can Help Your Local Business Grow. Retrieved April 13, 2020, from https://www.forbes.com/sites/forbesagencycouncil/2020/02/27/how-digital-marketing-can-help-your-local-business-grow/#1013f58115d7

Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: Planning, optimizing and integrating online marketing. Retrieved from https://ebookcentral-proquestcom.library.capella.edu

MKT FPX 5410 Assessment 3 Digital Marketing Plan for Spokin’ Wheels

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