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TRINITY BUSINESS SCHOOL
Trinity College Dublin
GROUP ASSIGNMENT COVER SHEET
M.Sc. Digital Marketing Strategy
Module: Digital Marketing Communication Date Due: 28th
November, 2016
This sheet must be attached to your assignment. The onus is on the student to keep a hard copy of all
assignments.
This is my group work. Any material taken from other sources has been fully referenced in the text of the work.
All sources used in the preparation of this work have been listed in the Bibliography.
I/We have read the statement on plagiarism in the College Calendar, p.H18-H.20 http://www.tcd.ie/calendar/
and understand that plagiarism is an offence that may result in expulsion from the University.
Student Number Student Surname
(BLOCK CAPS)
Signature
16336358 ROY Surovit Roy
16312331 KANAYAMA Toshiaki Kanayama
16334098 SINGH Ruchi Singh
16315549 JAISWAL Siddhesh Jaiswal
16315875 DENG Tang Deng
Record of Assignment Extension
IF AN EXTENSION IS DUE TO ILLNESS PLEASE ATTACH A COPY OF YOUR
MEDICAL CERTIFICATE. IF AN EXTENSION IS DUE TO EXTENUATING
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1. Executive Summary
To begin with, the purpose of re-establishing and digitally expanding a small firm, named
Freewheeling, was to implement the principles of digital marketing. Since the company is a relatively
small and new one in the Dublin’s market scenario, it has very limited reach and brand awareness even
amongst its target audience. The scope of research and digital experimentation made Freewheeling an
interesting option for this project as the company showed great potential of growth from the perspective
of business in Dublin.
Under the considerable cooperation from its owner via direct interview, we accomplished to define a
set of companies, competitors, that leads us to make the distinguished image of the target customers for
Freewheeling. This also enabled us to use the key techniques of website SEO, which included Digital
Performance Audit, Site Map Structure, Website Redesign of all the pages including the Home page,
Social Network, and the blog page. In these ways, we worked on diverse website optimizations for the
Freewheeling website.
In order to strengthen our digital marketing strategies further, we laid more emphasis on
advertisement aspects. After the Keyword Analysis, we extended the advertising campaign, as like PPC
(Pay Per Click), Display Advertisement Campaign, Email promotion, and Paid Video Advertisement to
extend the reach of our product and make the targeted customers aware of Freewheeling.
In a nut shell, implementing several modes and aspects of website SEO and Digital Advertising helped
us to connect with the potential customers of Freewheeling today and into the future and it was
instrumental managing the media strategy and marketing channels of the company in order to make it a
well-known and more established firm.
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2. Company Introduction
Company Overview ― Freewheeling
Founded in 2011, Freewheeling was located in the Dublin 2, alongside of Pearse Street in the vicinity
of Trinity College. Glance at the front side, light blue painted
wall with the arched show window can see the inside of the
shop. Shop floor is anything but a spacious size, their skill and
craftsmanship has sterling reputations, with earning 20 five-
stars out of 31 reviews in the Google Map review.
Customer can purchase bikes displayed with a wider variety brands, bike accessories - ranging from
panniers, lights, bells to the special clothes or helmets.
Additionally, the shop also provides a various revamp services
including the fix of flat tire to the overhaul of rusty bike. Their
work time is relatively long, from 9:30 to 7:00PM in the
weekdays, and Saturday, working in 10:00 to 17:00PM.
Company Website Overview
As with many websites in this industry, Freewheeling website was also not fixed or reformed for a
long time. The site design itself is organized, though holistically, the site makes viewers feel desolate, and
there is a plenty of room to improve their website. At first, it is a very basic
style, and the homepage is not optimised by the core products which they
offer so that it is not good according to SEO point of view. Moreover, this
website is also not optimised for mobile devices, so that the width of screen
in mobile was shrunken and difficult to see.
There is also no social media links like Twitter, Google+, and Facebook. As
a result, its presence in the website is almost 0.
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3. Further Analysis ―Shop Voice
To make this report more critical, we decided to do a deep investigation by interviewing to the shop
owner in Freewheeling. He accepted our offer, and took out time to cooperate us. At first, we want to pay
a special tribute for his generosity.
Competitor Analysis
Based on this interview, we have found many things that Freewheeling is holding. They are a middle-
sized bike shop, so we chose the same-sized bike shop, Thinkbike, located in Dublin 6. Also, from the
interview, we heard from the shop owner about the concerning competitor, dublin2bike. The location of
this bike shop is very closed to Freewheeling, with relatively large space they hold. Conversely, also from
the owner’s information, Freewheeling has a sort of ally bike shop, Greenaer, also near the shop of
Freewheeling. In the table below, we compare the performance of each competitor and ally, and
summarize the points.
Physical Comparison
Thinkbike (Refer) dublin2bike (Competitor) Greenaer (Ally)
Location
1, Rathmines Town Centre,
Rathmines Rd Lower,
Dublin 6,
11-15 Erne Street Upper,
Dublin 2,
12a Magennis Place,
Pearse Street,
Dublin 2
Customer Reviews
(from Google Map)
★3.5 (Total comment:38)
・Not the cheapest, but high
quality products. Also, very
good repair service.
・ The workshop has done
various tricky bits on my
mountain bikes with no
problems.
…
★4.4 (Total comment:28)
・Got my bike fixed really
quickly - great service and
nice guys to deal with!
・Brutal service!! A tube that
usually cost €6 they were
charging €9,…
・The bike shop has all the
basics you need and its priced
fairly. It has a pretty good
coffee bar too!
…
★4.8 (Total comment:27)
・Very helpful staff -
competitively priced bikes -
excellent backup in the
workshop.
・The only thing I knew about e-
bikes when I entered Greenaer
was that I desperately needed
one as a practical commuting
solution for my suburban
commute.
…
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Digital Comparison
URL http://www.thinkbike.ie http://www.dublin2bike.ie http://www.greenaer.ie
Mobile Optimized Non Responsible Design Non Responsible Design Responsible Design
Social Media Links
Nothing
*FB page is also updated in
almost every 3 days
FB, TW
*FB page is also updated in
around one-month pace
FB, TW, G+, Pi,
*FB page is also updated in
around one-month pace
Overall Competitive
Rank
Not modernized design and
the rendering speed is slower
than other websites.
Regarding with the e-
commerce page, it is working
and so we can anticipate that
some customers focus to this.
Simple, but well focused
menu bars are easy to
navigate the customers.
Item lists exposure in their
website are in short and
contents are considerably
simple. E-commerce is not
working
Very well organized for not
only Mobile but also the
Desktop. Commercial system is
also working.
Also, well express their identity
of electrics bikes so that easy to
be characterized for customers
In terms of Social Media, its left
buttons function well to share
their info.
So the result of comparison of these three competitors, Greenaer, the ally of Freewheeling has the most
sophisticated website. Following of these analyses, we also assessed the pragmatic presence of each website,
with using the (Source: https://pro.similarweb.com/). These evaluations below include the freewheeling.ie.
From the perspective of viewer ranking in Ireland, we can see that how
freewheeling.ie is lower than other three competitors and its ally. The top is
greenare.ie, the best by far with #6749, followed by the thinkbike.ie: #74.266,
closed to the dublin2bike.ie of # 63,231.
Regarding with the traffic volume, the share in the freewheeling.ie is also
the lowest among four sites, with around 1400 viewers for 3 months from
August to October in 2016. The highest is greenaer.ie of more than 14
thousand, almost 10 times higher than Freewheeling.ie.
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Interestingly, the traffic source of these four sites has slightly different constituents. According to the
traffic sources comparison in the bar charts bellow, it informed that, whereas the most of traffic on other
three sites are derived from their own organic site searching, the percentage of referral viewers to the
freewheeling.ie is higher than other three. So, we decided to search the influx route toward it.
As a result of this
search, we can clarify
that more than 12
percent of viewers
came from a one
particular site, called
foffabikes.com. After the confirmation, we realized that Freewheeling is a one of the official concession
shop of this bike brand Foffabike, which is a bike brand retailer. Noticeably, none of the competitors of
Freewheeling have used PPC or Display ads and this gives us a chance to get better results by using these
ads because the recognition of Freewheeling is not strong, as proved by the aforementioned data.
Therefore, it might be a good chance to let people know about the company’s existence.
http://www.dublin2bike.ie http://www.thinkbike.ie
http://www.greenaer.ie
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Segmentation (Persona)
Owing to the interview, we realized some other important points, too. For example, as one of the bike
shops, the main root of Freewheeling’s revenue are normally three products/services: Bike Sale, repair
Serves, and Accessories Sales including the cloth, helmet, etc. Among those, the highest profit rate is the
Repair services and Accessories with around 50% profit rate. Therefore, two of these sales categories are
strong contribution in their revenue, which tends to stem largely from the traffic of customers. Needless
to say, it is difficult for them to estimate what percentage of customer’s step into their shop after searching
on Internet, however, it is clear that the more viewers come to the website, the more sales will be
generated in the shop. To attract more customers via website, we also have to recognize their main target.
Below is the main segmentation for Freewheeling, according to the interview with shop owner.
General Profile Young Business Men/ Women Old Business Man
Persona Image
Living Place Dublin Dublin
Working place
Dublin
(Working within 20 min to shop by
cycling)
Dublin
(Working within 20 min to shop by cycling)
Age (Years) 25 – 35 35 - 45
Gender Male / Female Male
Lifecycle Single / Dating / Married Dating / Married with Family
Occupation Service Class / Professional Professional / Company Owner
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Social Status / Psychographic
Social Class Business worker in the center of Dublin Business worker in the center of Dublin
Lifestyle
Cut expenses to save money
Be aware of their body appearance
High health conscious
Be aware of their body appearance
User Status
Tentative User with Medium/Low
loyalty
Potential user with Medium/high loyalty
Behavioral / Purpose
Purpose of
possessing bike
They are busy with working, learning,
and even playing, so they really need
money. Therefore, naturally want to
save money as possible as they can.
So the commuting by bike is a nice
way to save their money.
Because they are over 30s, their belly became
swelling. Having said that, they have no time to
do exercising with their daily busy working load.
Commuting bike is the best way to keep their
health.
Though getting older, keep fresh their mind as
possible as they can. So they want to ride on the
coolest one to be seen as fashionable, if
possible.
Key Decision factors
Location is convenient
Speedy and assured skill for the bike
Get services or products as cheap as
possible
Location is convenient
Speedy and Secured skillfulness
Eager to possess the cool and individualistic
designed bike
Regarding the young businessmen/women, we found out their possible three key decision factors.
Because Freewheeling is located near the city center, we can guarantee that it’s a convenient place. Also,
they earned the sterling reputation for their skills. However, the only point of focus is to provide quality
service at a highly competitive rate. At this point, we reckon that their “Bike to Work” Scheme will be a
suitable weapon for them, which will allow customer to get back their 50 % cost as a tax deduction.
In case of Middle aged man, the distinctive difference in their key decision factor is the eagerness to
own their unique bike. As for this, Freewheeling’s collaboration with Foffabike can come into play and the
company can advertise this product as its key product.
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4. TOWS Analysis
We have examined Freewheeling in various perspectives above with the very help of the shop owner.
Below TOWS analysis table, we have summarized and highlighted their various characters that implicate
the Freewheeling from the both perspectives of online and offline.
(Online analysis is written in blue)
TOWS
ANALYSIS
Opportunities Threats
Affiliating to the “Bike to Work”
Scheme *1.
Plenty room to improve the website
to drive the traffic
There is a strong referral from the
foffabikes.com*2
No rivals are using PPC or Display
Ad
Many Competitors are condensing
in the vicinity of shop.
Especially, “Dublin2Bike”, located
near the Freewheeling shop with
relatively large shop
Strengths Strength / Opportunities Strength / Threats
Located near the Dublin City Center.
Economic upturn in Dublin
Creditable skill for the bike repair
and fix.
There is a club card for the
Freewheeling bike shop, which
allow us to get 10% discount.
Message out the “Bike to Work”
Scheme*1 to encourage the viewers
in Dublin City
Emphasize the brand Foffabike’s
concession shop to encompass the
brand-loyal customer.
Distribute the club card to the
customer in shop to encourage
their loyalty.
Differentiation from competition by
highlighting design, craftsmanship,
and partnership
Need to emphasis online
reputation and the risk of
generating negative comments
Promote online customers and the
risk generated by it
Weakness Weakness / Opportunities Weakness / Threats
Very few traffics on the website
(1.4K) compare to rival or peer.
Significantly lower presence in the
online as the shortage of SEO
measurements.
Almost no recognition by viewer in
the online
Take advantage of diverse way to
drive the traffic to the website
It is a chance to use PPC or Display
Ad to achieve more recognition
than its competitors
Risk of renewal of its competitor’s
website
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Based on the TOWS Analysis, we comprehend the situation in which Freewheeling was surrounded.
Also, we incorporated every idea in TOWS Analysis and selected into three important promotion policies
based on the analysis:
Because the main segmentation for Freewheeling is normally in the working generation, message of
“Bike to Work” Scheme can be spread to encourage these website viewers in Dublin City. This step
would surely guarantee more views as the concept is fresh. To attract the view, we decided to insert
the vivid promotion picture into the new main-page design.
Freewheeling is the official concession store for Foffabike. In fact, research of the current site viewers
revealed that they have a certain amount of viewers who came from the Foffabike’s official site.
Unfortunately, current website has no reference picture of Foffabike in the main page. Thus, we need
to create the column clearly in the main page to boost the appeal of the brand.
Not so many bike shops are using PPC or Display ads. In other words, there is a chance to get ample
of attention by using these ads. Therefore, we can suggest using advertising to raise their visibility,
along with the use of diverse contents marketing way.
1. ” Bike to Work” Scheme
“Bike to Work” Scheme is a recent Ireland Governmental policy to take the initiative of offering
tax free bikes for cycling to work. Using the Bike to Work scheme, employee can use a salary sacrifice
arrangement to pay for the bike worth up to 1,000 euro and the employee can save up to 52% of the
retail price of bike and equipment as tax reduction. There are savings to be made for Employers too,
PRSI savings, reduced parking problems, savings in parking tax, and a healthier, fitter workforce.
(More: https://www.biketowork.ie)
2. Foffa Bikes
Based in the creative heart of London, they are a team of passionate cyclists with over fifty years
of combined experience in the cycling and design industry. We are dedicated to ensuring our bikes
deliver timeless elegance, style and comfort. Our company and range of bikes continues to grow to
meet the demand from the market, retailers and of course our family of fans. FOFFA bikes are proud
to be leading the revolution in style conscious non-competitive cycling.
(More:https://foffabikes.com)
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5. Objectives & KPI
To proceed with our concrete plans, we have put down what problems we have come across and what
suggestion can we add to reinforce them, based on the concept of Marketing Mix expression way of RACE
(Reach, Act, Convert, Engage).
Based on the table above, we will shift to the chapter: “Website SEO” and “Advertising”, where we will examine
more about the detailed way of the concrete action plan for the aim of increasing profit in Freewheeling.
Background Objectives Plan KPIs
･Low monthly search
into the site
freewheeling.ie
Improve the website
optimization (SEO) and
contents itself to rank
higher to drive site traffic
Focus on the keyword, then
try to embark a wide variety
of the advertisement
campaigns
・Announce the various way of
Site Engine Optimization
>Develop contents
>Connect SNS to spread view
>Redesign the website to make
viewers feel more brightness
･Launch the advertisement
campaign (PPC, Display etc) to
get the customer
acknowledge
･Finish the construction of
this new website until June
of 2017
･Top3 ranking for all relevant
search terms identified
･1blog post per week
･100 Blog views per week by
the end of 2017
･Not attractive for the
worker in Dublin,
regarding the price
competency
Stimulate the potential
customer who really want
to get the discount deal
･To attract the view, insert the
vivid promotion picture of
“Bike to Work” Scheme into
the new main-page design
･Inform more people about the
“Bike to Work” Scheme
･10% increase of customers
who came with the aim of
“Bike to Work” Scheme
after release the new
website
･Do not use their
privileged position of
Foffa bike brand
Concession
To stimulate the customer
satisfaction with this unique
bike brand, Foffa
Get the potential customers
who are fun of the brand
Foffabike through the
website
･Create the column clearly in
the main web page to appeal
the brand Foffa.
･Add the backlink of
foffabike.com
to the website to expect the
influx of the patronage of the
Foffa brand.
･More than 50 units of Foffa
bike sales within 1 month
after the release of new
website.
･To target the more than
20% of referrals from
foffabike.com
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6. Website SEO
Digital Performance Audit
As we have seen before, Freewheeling.ie, still fails to utilize or equip many of the basic recommended web
site SEO practices, that could really help them rank better organically on Google SERPS (Search Engine Results
Per Pages). In this chapter, we will clarify and summarize each SEO metric, with rating and comments in the
table below.
Digital Performance Audit
Metrics Rating Comments
< freewheeling.ie > Rating Summary Table (Reference: https://website.grader.com/)
Title Tag
The tilte tag is not completely
optimised and can be made
better by using potential
keywords
The title tag which we can suggest for
freewheeling.ie are analysing potential
keywords “Cycle to Work, College|
Ireland’s Largest Cycle Supplier”
Headings The website has no headings and
subheading
Including headings would make the
sitemap look better
SEO
All the key attributes of the
website, including headings,
keywords, and title tag are not
optimised.
Using vanity URLS that contains keywords.
Applying keywords to all ALT attributes for
all media files.
ALT Attribute The Open Graph meta tags is not
used.
The Open Graph will allow any webpage to
have the same functionality as any other
object on Facebook.
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Description Tag Description is smaller than 80
characters
The meta description of this page currently
has a length of only 19 characters, while
most search engines prefer meta
descriptions between 80 and 150 characters.
A description with more words/characters
should be added for better optimization.
URL
As the URL of freewheeling.ie is
not optimised according the page
content.
The URL should contain keywords which is
appropriate according to the content on
the webpage.
Image
Not all the images used in the
website are optimised in terms of
html sorce.
The newly designed website should have
alternative tag and description of the
Image.
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Site Map Restructuring
1. Current Sitemap
The current website has many issues such as broken links, less content, or suspended news site for
around 3 years with no share buttons. In short, it is very unattractive and not user friendly at all.
2. Suggested Site Map
In the suggested site map, adding to the design change in main page, blog page (later we will discuss),
we will add the share ability (ex; FB, Twitter, LinkedIn) in mostly all pages. Additionally, we enthusiastically
connect with external link to get the fun viewers from the specific bike brand, or some new categorical
customer who might not see this website. It is just an initial step, but we hope it will drive the traffics of
our website. We have reduced the irrelevant contents or putting them under one group like Service We
Offer contains Products and Repairs.
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Website Redesign (Desktop/ Mobile Home Page)
Main webpage is always the face of the company, so it has to be designed to tickle the heart of viewers,
otherwise their whims would not be satisfied. Here, we have set a sample page design, which is full of
features that were designed along with the plan we mentioned in the Chapter 5.
In Chapter 5, we have upheld some major improvement plans. One of them was, “to attract the
viewers, with inserting the vivid promotion picture into the new main-page design.” It was achieved by
the modernized style web design with distilling the business related picture-① as our target customers
are based in Dublin.
Also, as mentioned before, we have created the column clearly in the main web page to appeal the
brand Foffa. We aligned the brands’ particular picture including Foffa, and connected it to the external
URL, foffabike.com, to expect the influx of the patronages of each brand.
②
Information
about each Bike
Specifications
Company name
Tabs
①
Strong Sales
Promotion draw
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We also declared that we
would tempt the bike
commuters who want to get a
good deal, by informing them
about the “Bike to Work”
Scheme.
Picture in the right side is
the one that we made for this purpose. It would feature in the main picture column, showing up as a
carousel style. Also, picture itself has the simple description about its Scheme.
Adding to the Desktop Design, we also re-designed the Mobile homepage, which should increase the
accessibility and the possibility of an escalation in the bike sales and will provide easy access to customers.
Mobile version must be responsive so as not to shrink the content into the mobile frame size. In the
phase of designing the new website, we also recommend to use bootstrap CSS as it makes websites more
responsive and enhances better visibility.
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Website Redesign (Blog Page)
According to the research, companies that increased the number of posts in their blogging from 3 ~ 5 times
a month to 6 ~ 8 times a month almost double their leads. Companies with over 200 blog articles generate
more than five times the leads than those with 10 or fewer. The average company will see a 45% growth in
traffic when it increases its total number of blog articles from 11~ 20 to 21~ 50 articles.
A business blog improves our lead generation ability because not only is it great for search engine
optimization (SEO), but it will build trust. Every blog post we publish becomes its own webpage, so with each
post we build our online presence and grow our Internet footprint. The bigger our footprint, the more content
Google has to refer to online searchers.
Currently Free
Wheeling do not have
any blog, so we suggest
to make a blog designed
like below with putting
the blog tab in their
website.
(Source:
www.vervesearch.com)
Also, there are also few steps for writing decent blogs. We will see the tips of Blogging as below.
1. Don’t share same blogs as you could be targeted as spammers.
2. Get influencers to bring his/her followers into your blog and website.
3. Blogs tag lines should be catchy and relevant to your topic. Media found that a massive 73% of
company blogs weren’t taking advantage of this technique, so one has blogs must be with a kind of
catchy tag line such as: “The finest mode of transport known to man”
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4. Reproduct your blog by transforming blog posts into other formats. Each of these new pieces could
then be uploaded to its own distinct platform, where it would be seen by a new viewer’s and help to
create more traffic. For example, you could turn a blog post into:
a. a podcast: record yourself reading your post aloud and podcast support apps.
b. a screencast: record yourself something on-screen, add a voiceover and upload to YouTube
c. a slide presentation: create a slide show out of your posts and upload on presentation based websites.
d. e-book: turn a series of posts into an e-book, which is available to download as a PDF or for tweet.
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Website Redesign (Facebook)
Freewheeling has been in a dire need to strengthen its foothold in the market through the social media
channels. Not only was the company description inappropriate on the original Facebook page, but also, the
cover pic and the logo appeared outdated.
Therefore, we temporarily gave the page a facelift by introducing a new logo of the company, which we
adopted as the profile picture of the Freewheeling page. We think the logo aptly matched the image of the
company and even a second’s glance at it would help any person connect with the brand instantly. To keep
the sports spirit of the page alive, we added a new cover photo that was a reflection of the brand.
Relevant Cover Picture
Company name &
Profile Picture
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Audience Definition
Audience definition signifies that bandwidth of the audience selection, which in our case seems to be
fairly broad (as mentioned in the diagram below). Also, the potential reach too seems to be fairly decent as it
targets 2,400 to 6,300 people on regular basis on Facebook.
Custom Audiences. Custom Audiences are target audiences of people you already know created from
information you provide or from information generated on Facebook's products. You can create Custom
Audiences from customer files, the Facebook pixel, the Facebook SDK and engagement on Facebook. A
subset of Custom Audiences is Lookalike Audiences, which are a target audience you create from a
"source." It finds other people on Facebook who are the most similar to the people in the source.
Locations. Target ads to people based on a location (countries, states, provinces, cities, congressional
districts, zip or post codes).
Age. Target ads to people within an age range.
Gender. Target ads to women, men or both.
Languages. Target ads to users of certain languages.
How Good
Audience
Definition is
Target Details
Approximate Reach
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Detailed Targeting. Include or exclude people from an audience based on demographics, interests
and/or behaviors.
Connections. Include or exclude people from your audience based on connections to your Pages, apps
or events
Website Optimization
To rank up the website in the SERPs (Search Engine Result Pages), it is inevitable for us not only to change
the webpage contents for the sake of appearance, but also to engineer the deeper web source matters. There
are the possible ways we will introduce to flow the website up to the surface in the Search Engine.
Compressing resources with g-zip (Zip-file) or deflate can reduce the number of bytes sent over the
network. Enable compression by the following resources to reduce their transfer size by 428.5kb: 75%
reduction. (https://developers.google.com/speed/docs/insights/EnableCompression)
Enable and test gzip compression support on your web server. The HTML5 Boilerplate project
contains sample configuration files for all the most popular servers with detailed comments for each
configuration flag and setting: find your favorite server in the list, look for the gzip section, and confirm
that your server is configured with recommended settings. Alternatively, consult the documentation for
your web server on
how to enable
compression:
Apache: Use mod deflate
Nginx: Use ngx_http_gzip_module
IIS: Configure HTTP Compression
Setting expiration time so that the consumption of Internet decreases.
The home page has 19 blocking script resources and 4 blocking CSS resources. This causes a delay in
rendering your page. Deferring the link to alternative URL or asynchronously load blocking resources, or
inline the critical portions of those resources directly in the HTML.
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Server responded in 1.8 seconds. It’s too slow. There are many factors that can slow down your server
response time.
Gather and inspect existing performance and data. If none is available, evaluate using an automated web
application monitoring solution (there are hosted and open source versions available for most platforms),
or add custom instrumentation.
Identify and fix top performance bottlenecks. If you are using a popular web framework, or content
management platform, reconsider the documentation for performance optimization best practices.
Monitor and alert for any future performance regressions!
Compacting JavaScript code can save many bytes of data and speed up downloading, parsing, and
execution time. Minify JavaScript for the following resources to reduce their size by 121.5KiB (30%
reduction). (https://developers.google.com/speed/docs/insights/MinifyResources)
Site should minify the HTML, CSS, and JavaScript resources:
To minify HTML, try HTMLMinifier
To minify CSS, try CSSNano and csso.
To minify JavaScript, try UglifyJS. The Closure Compiler is also very effective. You can create a build
process that uses these tools to minify and rename the development files and save them to a
production directory.
Properly formatting and compressing images can save many bytes of data. It can be reducing their size by
38.2KiB (52% reduction)
Compacting HTML code, including any inline JavaScript and CSS contained in it, can save many bytes of
data and speed up download and parse times. Minify HTML for the following resources to reduce their
size by 4kb: 25% reduction. (https://developers.google.com/speed/docs/insights/MinifyResources)
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Redirects trigger an additional HTTP request-response cycle and delay page rendering. In the best case,
each redirect will add a single roundtrip (HTTP request-response), and in the worst it may result in
multiple additional roundtrips to perform the DNS lookup, TCP handshake, and TLS negotiation in
addition to the additional HTTP request-response cycle. As a result, you should minimize use of redirects
to improve site performance.
Here are some examples of redirect patterns:
example.com uses responsive web design, no redirects are needed - fast and optimal!
example.com → m.example.com/home - multi-roundtrip penalty for mobile users.
example.com → www.example.com → m.example.com - very slow mobile experience.
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7. Advertising
Keywords Analysis
For better understanding target audience, broad keywords research is necessary and can help to learn
consumers’ search behavior. In this case, the Freewheeling shop has four main categories, which are
bicycle, cycling accessories, bike clothing and repair service respectively. In addition, it also wants to
become the focal point for cyclists in Dublin. Therefore, the keywords research map starts from the root
“Freewheeling”, a hierarchy of keywords are designed as follow:
Bicycle Cycling accessories Bike clothing Bike repair Urban cyclist
Mountain bike Helments Cycling clothing Repair service Urban cyclist
mountain bikes(100-1k) bike helmets (100--1k) cycling clothing (100-1k) bike repair (10-100) urban cyclist (10-100)
mountain bikes for sale(100-1k) cycle helmets (100-1k) cycling apparel (10-100) bike repair shop(10-100) urban bike (10-100)
gt mountain bikes(10-100) mountain bike helmets (10-100) cycling wear (10-100) bike repair stand (10-100) commuter bike (10-100)
best mountain bikes (10-100) cool bike helmets(10-100) mountain bike clothing (10-100) bike work stand (10-100) urban bicycles (10-100)
cheap mountain bikes(10-100) bike helmets for women(10-100) bike apparel (10-100) bike repair dublin (100-1k) urban cycle (10-100)
single speed mountain bike (10-100) womens bike helmets (10-100) cycling clothing dublin (10-100) bike service dublin (10-100)
bike mountain (10-100) bike helmet sale (10-100) cycling shorts (100-1k) local bike shops(10-100)
giant bikes dublin (100-1k) bike helmets for sale (10-100) padded bike shorts(10-100) cycle repair(10-100)
Bike general ladies bike helmet (10-100) Waterproof bicycle repair parts(10-100)
bikes in dublin (10-100) mens bike helmets (10-100) waterproof cycling jacket (10-100)
bike shops dublin (1k-10k) Bells cycling waterproofs (10-100)
bikes for sale dublin (100-1k) bicycle bells and horns(10-100) cycling rain jacket (10-100)
cycle shops dublin(100-1k) bicycle horns and bells (10-100) bike cover waterproof(10-100)
bicycles for sale dublin(10-100) cycle bell (10-100) waterproof cycling shoes (10-100)
cheap bicycles dublin (10-100) best bike bell(10-100) cycling waterproof jacket(10-100)
bike shops dublin city centre (10-100) road bike bell(10-100) best waterproof cycling jacket (10-100)
bicycles dublin (100-1k) mountain bike bell (10-100) waterproof cycling pants (10-100)
Fixed wheel bike Basket Reflective vests
fixed wheel bike (10-100) bike basket reflective bike jacket(10-100)
fixed gear bike parts (10-100) bicycle baskets front(10-100) bicycle reflective vest (10-100)
Customise bike cycle baske(10-100) reflective cycling jacket (10-100)
custom bike (10-100) front bike baske(10-100) reflective jacket cycling(10-100)
custom bike shop (10-100) baskets for bicycles(10-100)
custom made bikes(10-100) front basket for bike(10-100)
bike custom (10-100) wald bike basket(10-100)
customised bikes Cup holder
custom bicycles cup holder for bike (10-100)
Women bike bike cup holder handlebar (10-100)
leisure bikes (10-100) cup holder bike (10-100)
leisure cycling (10-100) bike handlebar cup holder (10-100)
ladies leisure bikes (10-100) Panniers
best bikes for women (10-100) bike panniers (10-100)
lightweight bikes (10-100) pannier bags (10-100)
bike for fun (10-100) cycle panniers (10-100)
womens bikes (10-100) bike saddle bags (10-100)
women s bikes (10-100) best bike panniers (10-100)
ladies road bike (10-100) panniers for bikes (10-100)
ladies bicycles (10-100) pannier bags for bicycles (10-100)
womens road bike (10-100) mountain bike panniers (10-100)
road bikes for women (10-100) bicycle bags panniers (10-100)
waterproof bike panniers (10-100)
Free Wheeling
26. 26
The analysis of keywords research is very important and will be used for design the advertisement in all
channels in our project. Using results of keywords research in each digital channel and platform properly
can ensure that Freewheeling is associated with their consumer’s search queries. Therefore, we made the
following map, which we customized the different keywords to each persona we identified.
27. 27
Advertisement Campaign
Search Engine advertisement is a good tool for business to display their products and services. Using
Google AdWords to plan and create a new ad campaigns is the most popular way to generate the traffic.
In addition, Google search engine is a very powerful and often used as a platform for people. The main
goal for this Search Engine advertisement campaigns is to reach more potential consumers, and gain
relevant searchers to Freewheeling’s business. Above all, these activities aim to improve the rank position
of their business in Google search engine.
For the rank of Ads, Google has its own rank and score system for businesses based on a real-time
auction mechanism. Firstly, Google check that how much the marketers are willing to pay for each key
word. Secondly, Google will calculate each advertiser’s website quality score through following impacts:
CTR (Click through Rate), the percentage that consumer clicks your Ads.
Keyword relevant, related to your ad group and Ad text.
Relevance about your landing page.
Combined these two assessments, Google presents an actual rank of the Ad. The formula of this system
is [Ad Rank = Cost-Per-Click Bid * Quality Score]. Based on these understanding, adding to the keyword
analysis implemented before, we established a campaign structure table for PPC and Display
Advertisement, based on the four main categories: Bicycle, Accessories, Clothing and Repair.
In each category, we created
the lists of Ad group, referring
to the Keyword analysis, which
are related to the Category’s
content.
View the detail of our
campaign structure in the right
table, a category “Bicycle” has
the 4 lists of Ad group including
“mountain bike”.
28. 28
PPC (Pay Per Click) Advertisement Campaign
In this process, we use different matching options like exact match, phrase match to increase the
relevance of search enquires. In addition, keywords in each group that we select from keywords research
are all medium and high competition in Google keyword planner. Good competition of keywords will
improve the keywords reaching performance and gain more clicks for Free Wheeling’s website.
Furthermore, the characters of personas also considered in this case. In different group, different ads
contents are designed for each persona.
The following table indicates the screenshot for each ad group.
Campaign Ad group Matching
option
keywords Ads
Bicycle Mountain
Bike
Exact
match
[mountain bike]
[bike mountain]
[giant bike Dublin]
…
Phrase
match
“mountain bike”
“bike mountain”
“giant bike Dublin”
…
Broad
match
+mountain + bike
+ giant + bike + Dublin
…
Bicycle
Bike to Work
Mountain Bike
Customized Bike
Men’s Bike
29. 29
Albeit PPC campaign was planned above, we also consider the Ad extension. Ad extension is a core
factors in Google Ad Words campaign. By Ad extensions, potential query searchers will receive more
information about the business they interested in. Unfortunately, all these extensions can be implemented
in the real market. Hence we only discussed it in here. Considered the features of this business, extensions
below are advised to add:
Accessories
Helmets
Bells
Basket
Cup Holder
Panniers
Clothing
Bike Clothing
Waterproof
Reflective Vest
Repair Repair Service
30. 30
AD Extensions
Extensions Examples Explain
Location
Extension
The location links to the Free Wheeling store
in Google Maps That can help the potential
consumer find the shop quickly and easily.
However, in order to use this extension, Free
Wheeling needs to create an account at
“Google my business”
Phone Number
Extension
The phone number extension shows potential
consumers direct contact information. It is
convenient for customer to consult and ask
further information by calling the shop.
Sitelinks
Extension
Putting links of landing page in the Ads will
help consumers easily find the pages they
want to visit. In addition, it can improve the
CTR as well. As the example shows, if
someone click the mountain bike link, they
can go to mountain bike page directly.
Mountain Bike
Repair Service
Bike Clothing
96 Pearse Street,
Dublin, Ireland
(01) 677 3111
31. 31
Campaign Budget
For PPC and display ads in Google AdWords, considered that Freewheeling didn't have these campaigns
before, so we propose to test the campaigns first. Therefore, that why the budget for these campaigns are
lower than average. We will adjust our budget banned on the performance of which campaigns within 3
months. for email marketing, the mailchimp is free for business to send email to their consumers, so that this
budget is 0.
Activities Time spend Week budget Month budget Quarter budget
Website SEO Continuous
Website Redesign &
Optimization
Continuous
Social media campaigns Continuous
Google AdWords-PPC 3 months 210 840 2520
Google AdWords-display ads 3 months 150 600 1800
Email marketing 1 year 0 0 0
Total budget
32. 32
Display Advertising Campaign
The campaign that we set up on Google search engine network are showed up for people who search
the related products, like bike, panniers or cycling clothing. But, in order to reach more potential consumers
and build Freewheeling brand awareness, there is another good way for the business is Google display
advertising. The google advertising aims to help business to reach their potential more and lead customers
to business’s website. Therefore, marketing on this way can help business promote easily and effectively.
For Freewheeling, there are three main ways to display their ads in the digital words.
1. Buy from publisher directly, such as newspaper website, blog writer, etc. Considered that Free Wheeling
is a small business. And they don’t have much budget on marketing advertisements, so this way is not
advised by us.
2. Specialized display network, like bike forum, riding cycle or group. This way can assist Free Wheeling to
find the highly related consumers, even expert in this field. This way has the possibility to achieve. But,
due to the people in this specialized group are almost having bikes, in addition, the main target market
for Free Wheeling is people who want to buy bike to work. So, it might not an effective way to display
ad in this network.
3. Google Display Network (GDN). In this way, Free Wheeling will be allowed to display their ads on
different website duo to the Google display network has combined the publisher and advertiser
together. The following graph indicates that how we set up the Free Wheeling’ campaign on GDN.
We propose to set up different configurations, which are divided into four parts: keyword-related,
interested – based, placement – related and re-marketing.
For Google display ads, it is important for Freewheeling to have different size of display ads. The reason
why we should provide different ads for Google is that the publisher’s page has different size of pace that
can put your ads in. Therefore, making sure that the ads of Google display are suited to the publisher’s
pages are related to the success of the campaign. There are some examples that we advised for
Freewheeling about Google display ads.
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E-mail Promotion
In order to achieve Freewheeling’s digital goals, E-mail marketing is another useful tool that can help
business to reach and keep more consumers. Mailchimp as the email-service provider has many function
to manage and design email. Create an account and build own email list in Mailchimp is a good way to
work on E-mail marketing.
We propose that once customer registers a member of cycling club in Freewheeling shop, they will be
asked the permission to send email to them. According to its business model, the email contents are
divided into two main functions, promotion and advice & news. In promotion email, the company will
send information about products for sale, or some new products arrived at the shop. For advice & news
email, company will give consumers some advice and tips about how to ride bike better and safe. In
addition, some new like bike competitions or bike activities also will email to consumer considered that
Freewheeling aims to become the center of Dublin cyclist. Moreover, with a big development of mobile
users, making all email contents mobile-friendly will also achieve a preferable result.
As can see in the picture below, the main content of this email is above the divided line. And the
information is short and optimized, that can make consumer go through the email quickly and catch the
main points. As we known, the open rate for email marketing is only 20%. The click rate for these emails
is around 5%. With the purpose to reach more consumers by increasing the click rate, the email keeps
short and put button in the middle, which is directly connect to Free Wheeling’s blog or website.
Promotion Advice & News Mobile friendly
35. 35
It is possible for Freewheeling send email to different segmentations. Though the promotion emails
will be sent to every customer regardless of the content (advices & news) tailored to persona, sending
email with typical content to different target will be likely to gain the potential customer demand. Below
is an example of what the content should be.
Content with picture, it
is more attractive
Company name
Nice picture
Personal greeting
Link to blog page
Link to company website
Divided line
Social media links
Reason why receive this
email and contact
information about Free
Wheeling
36. 36
Paid Video Advertising
In order to achieve Free Wheeling’s digital goals, Paid Video marketing is another useful tool that can
help business to reach and keep more consumers. Google AdWords as the Video marketing has many
function to manage and publish video advertisement.
For better understanding of target audience, broad keywords research is necessary and will help us to
learn consumers’ search behavior. In this case, the Freewheeling shop has four main categories, which are
bicycle, cycling accessories, bike clothing and repair service respectively. In addition, it also wants to become
the focal point for cyclists in Dublin. To meet our target customers, we have used same keywords as of
search engine campaign.
YouTube is the second largest search engine after google. One benefit of video advertising on YouTube is
that it is the cheapest alternative in the world of display advertising and more importantly payment is only
deducted when an action is taken by the viewer. In our case, we have opted for both in-display and in-
stream video advertisement. More like Pay Per Click, we have set maximum bid for our advertisement which
is case of video advertisement is as Cost Per View.
Considered that YouTube is second largest search network, reaching consumers by posting video ads on
YouTube is an effective and valuable way for Freewheeling, as the reach very high while the cost is very low.
In every ad, the link which is used to guide people to their website or YouTube channel will be built when
we create the ads on Google AdWords. In addition, these video ads also help Freewheeling build the brand
awareness and delivery store information to potential consumers clearly.
37. 37
As mobile devices increase dramatically, how the ads performed in the mobile phone is quiet important
for this campaign, so ads in mobile are considered in the paid video campaign. And the campaigns display
as follows:
Mobile
video ad
Laptop
Video ad
38. 38
8. Learning Outcome
This project played a significant role in understanding the impact and influence that play a pivotal
role in digital channels throughout the customer journey. Considering the multichannel sales approach
that the world has been following lately, it has become a necessity to plan and implement certain digital
marketing strategies and plans that would play a crucial part in a range of business types.
In addition to this, the project helped us in devising and implementing relevant buyer personas in
the digital context for the products and services that we offer at Free Wheeling. To top it all, we made
the most of the digital marketing tools and applications through the course of this project. These tools
included paid and organic media channels and other digital advertising practices that would enable Free
Wheeling to become a known brand in the targeted area.
Finally, the report also helped us to understand the numerous ways to estimate and eventually
assess the impact or effect of digital marketing on the business of Free Wheeling. The practical
knowledge involved in this project has helped us to reestablish our brand by the means of digital
marketing and technologies.
39. 39
9. References
Competitors Searching
http://www.thinkbike.ie
http://www.dublin2bike.ie
http://www.greenaer.ie
Analyzing Competitors
https://pro.similarweb.com/
https://www.woorank.com/en/review/freewheeling.ie
Other References
https://www.iab.com/news/8-headlines-for-digital-publishers-to-ponder/
https://www.biketowork.ie
https://foffabikes.com
SEO Measurements
https://developers.google.com/
https://coggle.it/
https://website.grader.com/
https://moz.com/
http://www.seocentro.com/
Social Media Marketing
https://books.google.ie
https://www.facebook.com/pg/freewheelingdublin/about/?ref=page_internal
https://blog.hootsuite.com/social-media-for-business/
Making PPC/ Display Ad
https://adwords.google.com
Keywords Search
https://adwords.google.com/ko/KeywordPlanner
Mail Marketing
https://login.mailchimp.com
