Digital Marketing Strategy for Life Trust: A Case Study

Running Head: DIGITAL MARKETING
Digital Marketing
Name of the student
University

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Table of Contents
Introduction................................................................................................................................3
Customer Journey Mapping.......................................................................................................3
Customer Conversion and Retention Strategy...........................................................................6
Strategy for Conversion.........................................................................................................7
Customer Persona.......................................................................................................................7
Customer Conversion- Case Study............................................................................................7
Explanation........................................................................................................................9
Conversion strategy................................................................................................................9
1. Product...................................................................................................................10
2. Place.......................................................................................................................11
3. Price.......................................................................................................................11
4. Promotion...............................................................................................................12
5. People.....................................................................................................................12
6. Process...................................................................................................................12
7. Physical evidence...................................................................................................12
Customer Retention..................................................................................................................14
Consumer Persona (Retention)............................................................................................14
Explanation......................................................................................................................15
Difference between conversion persona and retention persona...........................................15

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Customer retention...............................................................................................................16
Recommendation......................................................................................................................17
Evaluation................................................................................................................................18
Integration of Online and Offline Promotion...........................................................................19
Conclusion................................................................................................................................19
Reference List..........................................................................................................................21

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Introduction
Marketing strategy is the most significant aspect of a growing organization. It can be
described as the action plan of an organization to promote and sell their services or products.
The major aim of marketing strategy is to acquire new customers, convert them to loyal
consumers and retain that clientele. Organizations have adopted various strategies to promote
their business over the time. Especially, in the age of globalization and online media
revolution, digital marketing has been identified as a potential instrument for the growth and
prosperity of an organization. It is the method of promoting and marketing of products or
services through digital media such as search engines, social network platforms, websites,
mobile applications, email etc. (Chaffey and Ellis-Chadwick 2019)
In the present paper, the concept of digital marketing strategy will be discussed using
the case study of the not-for-profit organization Life Trust. The paper will take note of the
background, customer journey mapping and customer persona of the organization. Further, it
will critically analyse their digital marketing strategy to acquire, convert and retain their
clientele and evaluate their digital marketing mix to examine their business strategies in order
to prosper and ensure their business growth in UK.
Customer Journey Mapping
Customer journey mapping helps an organisation to understand the performance and
growth of the business from the customer’s perspective. The insight enables the organisation
determine the strategies to improve the customer experience and forecast customer needs in

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future. The touch points in the journey map points the significant steps where customers
come into direct contact with the business.
This customer journey mapping is also effective to describe the customer conversion
and retention strategies of Life Trust. Established in 2000, Life Trust is a non-profit
organisation in India that works in collaboration with the government and looks after the
factor of school education of the less privileged children of India.
Figure 1: Customer Journey Map and the touch points (Source: An et al. 2018)
This NFP organization uses an extensive online marketing strategy to create
awareness of their program. The touch points of customers’ journey with Life Trust
Organization are the various steps of interaction with the brand. It includes the stages before
purchase, during purchase and after purchase. The major touch points, however, are
comprised of the acquaintance of the brand, awareness and experience of their services and
feedback.
1. Awareness -- The first stage of customer journey is raising awareness of the
brand among people. This is the first touch point of the said customer journey as
well (Lemon and Verhoef 2016). Potential customers of Life Trust Organization

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can be identified as the beneficiaries, mainly ranges from the group of
unprivileged children, who are offered various facilities to ensure their positive
growth and development with proper education and the patrons who donates
monitory aid and assistance to provide that education and empowerment.The
organization reach out to them by the means of offline and online marketing
channels listed as the following:
i. Offline channels include programs such as awareness campaigns,
rehabilitation camps etc.
ii. Online channels include website, email, Facebook, Twitter, blogs etc.
iii. Indirect contacts such as word of mouth, customer reviews etc.
1. Consideration – In this stage, the target customers, once made aware of the
opportunity, considers availing the service or product by comparing it with other
service providers. In case of Life Trust, the consumers analyse and evaluate the
services provided their organisation and judge them in the context of their needs and
demands (As influenced by Acar and Puntoni 2016) However, there are several other
charity foundations and organizations working for the betterment of underprivileged
children. Therefore, it is necessary for the said organization convey their unique
approach to the potential customers so that they are influenced and motivated to
engage with them in a long term basis. Digital marketing may be an effective way to
reach multiple targets at a time.