Internet Consumer Behavior and Analysis – Case Study
Unaware of Need:
Through the use of social networking, PPC, referrals,Ā andĀ directory listings, CompanyEC can generate awareness to its brand. Currently, it uses each of these marketing techniques besides that of PPC. Organic results for the keyword āDallas Web Designā shows CompanyEC between the firstĀ andĀ second pages of Google, first page of YahooĀ andĀ second page of Bing. There is far greater potential for implementing a PPC campaign so to address additional keywords to target. Previous statistics have shown that a majority of customers find awareness about CompanyEC through previous customer referrals. Getting involved within online networks, referral programsĀ andĀ campaigns will successfullyĀ andĀ inevitably generate awareness of the brand nameĀ andĀ image.
Aware of Need:
Potential customers will find awareness of CompanyECĀ andĀ its services through the use of search engine marketing, affiliate marketingĀ andĀ online directories. The main focus to generate the correct awareness is by the use of relevant keywordsĀ andĀ placing the companyās name within niche directoriesĀ andĀ affiliate websites. This campaign will need to explain to the user why CompanyEC is the bestĀ andĀ why they should choose this company over the competitors within the market. In addition, this campaign will need to address the needs of the potential customers. To do this, keywords or key phrases could be used to draw-in the potential customers to the company.
Supplier Search:
Lead generations will come through directories, referrals,Ā andĀ other intermediaries. While directory leads help to generate leads, they will not be the main focus as they only generate a very small percentage of leads. Because most leads come through referrals of previous customers, including a referral program within the website may be a great way to reward previous customers for their referred lead. This reward system may also inspire more leads. Referral programs may also work best due to previous customers satisfaction of the service that they will sell to the potential customers. If CompanyEC focuses more on making sure that current customers are being satisfied, then this referral program will bring endless success.
EvaluateĀ andĀ Select:
CompanyEC will use its most popularĀ andĀ relevant content to persuade users in their purchasing decision. Statistics show that the most popular content visited by users consist of the web design portfolio page, the testimonial section,Ā andĀ the companyās āAbout Usā page. By making these pages with easy accessĀ andĀ usability, this will allow for users to find what they are looking for with ease. In addition to making these pages relevant for usability, they will also include quick links to the āFree Estimateā formĀ andĀ the telephone number to contact the company for further detailsĀ andĀ to receive an estimate for services. The main pages of the website are designed to get the user to where they want to go within one or two clicks.
Purchase:
In order to facilitate a purchase, customers will first complete a free estimate form. This form is needed in order to create an accurate estimate. Those customers who have additional questions, may call in using the telephone number on the website. Nonetheless, the estimate form will be completed either by the user on the website or by the telephone representative that the potential customer gives the service details to. Once this form is completed, the customer will be sent out an official estimate email that will include a link to make a down deposit payment to get started on the project. This payment system is done either on the website or via PayPal.
Post-Purchase Evaluation & Feedback:
Once the user has completed purchasing their services, they will be offered a discount on their next purchase. This discount will be in a percentage depending on a dateĀ andĀ service type. In addition, completing a feedback survey will also allow for the customer to express any concerns or testimonials that they have about their service. This will be beneficial for use with future customersĀ andĀ business practices. Another option to add as a reward for previous customers is the option to receive a cash or money-back reward for a service referral in which they will receive once that referral purchasesĀ andĀ completes a service.
Conclusion:
CompanyECās current online marketing strategy is to first aim at being amongst the first page of Googleās organic results under the keyword of āDallas Web Design.ā Once this is accomplishedĀ andĀ proven to generate more site visitors, the next step is to put focus on previous customersĀ andĀ referral programs. This marketing strategy will work best in this order as it allows CompanyEC to focus on one marketing avenue at a time without being overloaded as it currently builds its in-house team of designers. While focusing on progressing organically within the search engines, CompanyEC is also partnering with local companies to offer more services to its customers. Once these agreementsĀ andĀ expansions are created, CompanyEC will then focus on heavy marketing through PPC, email marketing campaigns, referral programs, offline paper marketingĀ andĀ offline networking. Previous studies have shown that while this marketing strategy is successful, it isnt beneficial to gain too many customers until the company first expands on the inside. Once CompanyEC is ready to expand on the outside with its marketing strategy, using thisĀ consumerĀ behaviorĀ andĀ analysisĀ chart will create an excellent guide to creating a successful marketing campaign for understanding its customers.
Credits
Richarme, M. (2005).Ā ConsumerĀ decision-making models, strategiesĀ andĀ theories, ohĀ my!. Retrieved May 7, 2010, from http://www.decisionanalyst.com/Downloads/ConsumerDecisionMaking.pdf.
Future Now. (2002).Ā The buying process leads to a decision to buy. Retrieved May 7, 2010, from http://www.grokdotcom.com/index10-15-2002.htm
Cheung, C. Zhu, L. Kwong, T. Chan, G. Limayem, M. (n.d).Ā OnlineĀ consumerĀ behavior:Ā a reviewĀ andĀ agenda for future research. Retrieved May 7, 2010, fromĀ http://ecom.fov.uni-mb.si/proceedings.nsf/0/c9beda3ca328c8b7c1256ea1002c72b8/$FILE/16Cheun g.pdf.
Constantinides, E. (2004).Ā Influencing the onlineĀ consumerāsĀ behavior: the webĀ experience. Retrieved May 7, 2010, from http://www.utwente.nl/nikos/research/publications/ecpapers/constantinidespaper influencing.pdf.
Harris Interactive. (2008).Ā Digital influence indexĀ study. Retrieved May 7, 2010, from http://technomarketer.typepad.com/FH/DII_2008.pdf
Chaffey et al. (2009).Ā InternetĀ marketing.Ā (pp. 57 ā 87). Upper Saddle River, NJ. Prentice Hall