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- What would be the central idea underpinning the theme?- What specific type of
customer queries would the content address?
Support your choice of the content themes with data from section B and section C
Answer:Content Themes
• The Facebook page of Ola electric’s Facebook business page has approximately
59,365 followers and Posts to the official social media accounts of Ola
seldom showed e-scooters being sustainable for the future making it the
best choice to make for the customer at this moment.
• The Content theme take into consideration of both the organization's beliefs
and products, as well as the issues and pain points of our target audience.
This focuses on the intersection where the company's subject matter
knowledge meets the informational expectations of the consumer.
• The content themes we have adopted is aligned with our business goals and the
needs of our customers.
• The Theme has been chosen basis the Keyword, Average Monthly Searches,
Competition, Bids (High and Low).
• Considering the Website Analysis for Ola Electric and Ather we have observed
that Ola Electric Theme should emphasis on increasing
Monthly Visits, Monthly Unique Visitors, Visit Duration, Pages per Visit, Bounce
Rate in comparison to the Competition; Ather.
• To drive a better Traffic in Channels, India as a Country, and Visits over time;
Ola Electric theme as follows has been chosen wisely.
Price-Customers have different budgets basis that they might use to buy a
product or service, hence the Content to place right value proposition will
be extremely important for Ola Electric.
Compatibility - Your product or service must work with other items that
your consumer currently owns.
electric scooter INR 368000 Highather 450x INR 135000 Lowbest electric scooter
INR 8100 Medium
electric two wheeler INR 6600 Low electric scooter price INR 74000 High
Theme 1: Ola Electric Scooter | Ola Electric Scooter | Best Electric Scooter | Best
Electric Scooter Ola
1.Here, the Top 5 Key word search has been taken in consideration and then
based on that the SEO- friendly theme has been selected for more
responsive layout.
2.The theme that loads Quickly. Users have very short attention spans. Many will
leave if a website takes more than a few seconds to load. Page speed is
crucial for SEO.
3.
4.Average Monthly Searches are recorded at 60,500 for Ola Electric Scooter,
which means higher traffic and engagement could be instilled around such
a keyword for the Theme Designed as aforesaid.
5.The Ola Electric Scooter keyword underpin the theme is evident of the fact that
Top of the Page Bid (low Range) is 4.92 which is quite low in terms of
keywords searches in top of the stack viz-viz higher average searches. It
shows the lower range bid that advertisers have invested for a keyword’s
top of page bid, based on location and Search Network settings to reach
average search results of 60,500.
6.The Ola Electric Scooter Keyword chosen as a Theme will direct the Customers
looking for Ola Electric Scooter precisely onto the website of Ola. This will
be specific in term of attention and shall result in quicker conversion of the
leads.
7.The Ola Electric Scooter with Page Bid (High Range) is 13.48 which is low in
comparison to Top 5 High Monthly Average Search is lowest; hence it
shows that the higher range bid that advertisers has invested for a
keyword’s top of page bid, based on location and search Network settings is
lowest.
1.Study show that modelling and promoting safety is rare on social media
accounts. These promotional practices may contribute to the perceived
norms relating to e-scooter safety.
2.The majority of e-scooter injuries are among those who are 18 to 29 years of
age, an age group that often engages with social media. In this study,
engagement was measured by recording the number of likes and retweets
received by Ola electric’s Facebook business page followers. Reposts
represent approval for the content of the post and can perpetuate such
content throughout the Facebook and thus helps in the Brand Positioning
of the company.
Question 2
- Differences in the strategy adopted so far by Ola and Ather for search ads and
social media ads
Answer:
Lets analyse the website, keyword and ADs campaign strategy for Ola and Ather
More visits
Less desktop searches, more mobile users
Almost 43-56% distribution
More time spent on Ather page
More page visits
More bounce rate
Less bounce rate
Constant visits
More visits and up down
More in Germany, Netherlands
More traffic from India, US and Singapore
More socialMore organic search More paid search
More display ads More directMore referrals
More unique visitors
Current: Keyword Usage
Below are the set of unique keyword usage Analysis for Ola and Ather
Electric bicycle
Electric bike
Electric scooter
Electric cycle
Ether bike
Hero electric
Okinawa i-praise
Yali bike
KTM
OLA:
Ola campaigns are very focussed on OLA and doesn’t completely leverage the
power of wide variety of campaigns and keyword that users are searching on the
internet.
It is using keywords which have OLA in the keyword assuming that users will be
perform that specific search. It is not leveraging the monthly search volume
Ather:
Ather has leveraged wide variety of keywords and has also kept it generic to fuel
the organic search results. Ex. Electric, scooter,
It also talks about smart, make in India, quick, feature rich, etc. Hence its find
more buyers from the organic searches. The monthly visits and unique visitors are
more.
Most of the high-volume keywords as found in the key word planner are used by
Ather.
Current: AD campaign
OLA:
OLA Ads are very focussed on the joining the revolution and ease of booking with
less upfront payment. It doesn’t leverage the owner of wide variety of keywords
or positioning as Ather. It doesn’t highlight any features but its more directed to
the user which are “Open for new experiences”
Ather:
It feels like Ather is running multiple Campaigns. The keyboards can broadly be
divided into high level categories like
Behavioural: Usage Rate - Medium to HighLoyalty - Not loyal to any brand and
candidate to easy switch Product Knowledge - NoviceInvolvement - ANYBuying
Stage - Exploring/Awareness
Benefits Sought: Convenience - Fast travel, Hassle free Value - Value for Money
Safety - Low
Status - Join the revoluton, wants to maintain a high status in the society,
notcable
Targeting:
Focusing on common needs rather than what’s different. The primary reason for
undifferentiated marketing strategy is
They need to then quickly then create differentiated experiences for different
will target several different market segments and designs separate offers for
each different markets and consumers. Eg. Different strategies for different
markets like US/Germany/APAC/etc. Pro model and Premium model will also
have
Positioning:
Product Differentaton
The product is different and its just not like any other EV scooters in the market,
different design , different features, Its superior product than any compettors out
there.
Service Differentaton
The most important difference is on the service. The charging statons to support
the product needs to be highlighted since its an important differentator. The tes
with different service providers, own service centers, etc
Image Differentaton
OLA needs to focus on also how they are different from other brands which are in
same space. Ex Hero, Ather. It should focus on highlightng snippets which are
important and sets them aside then others.