r-com customer journey 1
TRANSCRIPT
Digital Product
‘IT Consultancy Manchester’
Product expertise
Digital Pricing
Not showing price until conversion
Penetration Pricing
Digital Communication
PPC on ‘IT consultancy Manchester’
SEO for ‘R-com’
Social Network
R-community page on LinkedIn
Industry influencer profiles on
Digital Channel
Free Whitepaper on an R-com
service
Product quality
Premium pricing
Reverse (Dutch) auction
Free webinar on whitepaper
Skype contact address on landing
page
Thought Leadership blog
LinkedIn advertising
Website landing page
E-mail updates
Content blogging
Discounted price for further purchases
Retain Premium Pricing
Quarterly marketing emails
Free video conferencing
support
R-community page on LinkedIn
Interaction on online forums
Acquisition Conversion Retention
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Medium to Large Businesses
‘IT Consultancy Manchester’
Not showing price until conversion
PPC on ‘IT consultancy Manchester’
Free Whitepaper on an R-com
service
Premium pricing
Free webinar on whitepaper
Website landing page
E-mail updates
Discounted price on further purchases
Quarterly marketing emails
Acquisition Conversion Retention
Digital Product
Digital Pricing
Digital Communication
Digital Channel
R-Com Consulting Digital & Social marketing Levers
Key Chosen Lever
2 Alternative Lever
Justification
Issue/Risk
Target Market: Medium to large businesses that have a revenue of £1,000,000 and over within the Manchester
area.
References (1) Knight, J. (2012) 4 Benefits of Using White Papers in Your Content Marketing Strategy [Online] 26th June [Accessed on 12th April] http://www.equinetmedia.com/blog/bid/146025/4-benefits-of-using-white-papers-in-your-content-marketing-strategy (2) Caputa, P. (2010) How to Write a Whitepaper That Will Capture Leads. [Online] 1st September [accessed on 10th April] http://blog.hubspot.com/blog/tabid/6307/bid/6496/How-to-Write-a-Whitepaper-That-Will-Capture-Leads.aspx (3)Charlton, G. (2012) 21 ways online retailers can improve customer retention rates [Online] 7th November [accessed on 10th April] https://econsultancy.com/blog/11051-21-ways-online-retailers-can-improve-customer-retention-rates/ (4) Uncles, M. D., Dowling, G. R., & Hammond, K. (2003). ‘Customer loyalty and customer loyalty programs’. Journal of consumer marketing, 20 (4) pp. 294-316. (5) Chaffey, D. and Ellis-Chadwick, F. (2012) Digital Marketing: Strategy, Implementation and Practice. 5th ed., Harlow: Pearson Education Limited (6) Gardener, O. (2009) Conversion Economics 101 – The Benefit of Landing Pages. Unbounce. [Online] 28th September [Accessed on 11th April] http://unbounce.com/conversion-rate-optimization/conversion-economics-101-the-benefit-of-landing-pages/ (7) Google (no date) Benefits . Google Adwords. [Online] [Accessed on 11th April] https://www.google.co.uk/adwords/benefits/ (8) Manoochehri, G. & Lindsy, C. (2008). ‘Reverse auctions: Benefits, challenges, and best practices.’ California Journal of Operations Management. 6 (1) pp. 123-130. (9) LinkedIn (no date) The new LinkedIn Sales Navigator. LinkedIn. [Online] [Accessed on 16th April] https://business.linkedin.com/sales-solutions
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Low price can attract price sensitive customers who would go to a competitor
if put off by the premium pricing (5: pp.284)
One survey found that 31% of respondents used reverse auctions which
R-com could miss out on if they ignore this lever. (8)
Customers are becoming more focused on quality rather than price therefore
discount pricing is unnecessary and could cost R-com profit (5:pp. 284)
LinkedIn provides a direct lead to individuals and as a result can increase opportunity for sales by up to 45% (9)
which R-com would miss out on
Brand blogging can create Word of Mouth advertising which is free (5: pp. 537)
Issues and risks of discarding
James Bowyer 11072024
Point of Conversion: The point of conversion will be when the R-com salesperson picks up the phone to call the
customer after they have obtained their contact details