kevin getch - visualize a customer centric digital marketing strategy - seattle interactive 2016

Customer CentricBy kevin getch

founder + director of digital strategy

visualize a

digital marketing strategy

@KevinGetch #SIC16

@KevinGetch #SIC16

@KevinGetch#SIC16

Jason Wright

This slide is so weird.

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Purpose… Help Business Succeed

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BUSINESSES BE LIKE!!!

A LITTLE SOCIAL… A LITTLE SEO...@KevinGetch#SIC16

@KevinGetch#SIC16

Decided to quit my high paying job and start my own business.

@KevinGetch#SIC16

@KevinGetch#SIC16

source: http://www.azquotes.com/quote/710547

@KevinGetch#SIC16

@KevinGetch#SIC16

A Simple Framework for Developing a Customer Centric Digital Marketing

Strategy

How to Get Buy In

The Biggest Fundamental Shift

In Marketing

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Customer Centricdigital marketing strategy:

A strategic plan revolving around your customer designed to achieve a major business objective through marketing and measurement initiatives. @KevinGetch#SIC16

a simple framework5wh

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Who

Where

What

Why

When

How

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WHO@KevinGetch#SIC16

Slidedeck & Notes

webfor.com/sic

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@KevinGetch#SIC16

Who Is Our Ideal Customer?@KevinGetch#SIC16

PERSONA CUSTOMER

JOURNEY

&

@KevinGetch#SIC16

@KevinGetch#SIC16

Persona:A detailed portrayal of your ideal customer, including demographics, psychographics & story.

@KevinGetch#SIC16

Julia Snider Story: Dem & PsychAge: 27Occupation: ParalegalEducation: Lewis & Clark Law SchoolPlatforms: Mobile, Desktop SecondCom Pref: Text & EmailHobbies: Traveling, Yoga, HikingBrand Aff: Lush, Amazon, SouthwestJulia is nearing the end of her college program and is recently engaged. She plans on

marrying her partner of 6 years sometime in the Summer of 2017. She plans on having a child within the next two years and is seeking an OBG/YN doctor whom can consult with her.

While she is excited about being a first time mother, she’s extremely concerned about impacts to her health, her safety and the safety of an unborn child during a pregnancy.

She considers herself a very private person whom has a hard time trusting her personal health with new people.

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Uncertainties

Decision Making

F

Desires

@KevinGetch

earsUDD

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Get To KnowYour Customer

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@KevinGetch#SIC16

@KevinGetch#SIC16

http://bit.ly/1RlOGtD

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Customer Journey

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Customer Journey:

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A representation of what a person or group of people is feeling, thinking & doing as they interact across multiple channels and move through different stages of the buying process.

Excitement, Fear, Anxiety,

Hope, Confident,

Unsure

Wants, Desires, Goals,

Analysis, Expectations,

Questions

Actions, Experience, Platform, Channel, Device

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feeling

thinking

doing

@KevinGetch#SIC16

If Potential Revenue = $1,000,000

Now = $570,000Loss of

$430,000

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@KevinGetch#SIC16

webfor.com/strategy

@KevinGetch#SIC16

Getting Buy InUse Analogies

Address the 3 i’SProject the 4 C’s

Use Visuals@KevinGetch#SIC16

@KevinGetch#SIC16

@KevinGetch#SIC16

Use Analogies

The 3 i’S

Importance

Impact

Issue

Solution

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Project the 4 C’sCredible

CompetentCurrentCaring

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Jason Wright

BG?

Use Visuals

@KevinGetch#SIC16

Jason Wright

BG?

Your Customer is at the Center of Your Marketing

Strategy

Endorsers - (Media, Influencers, Customers,

Peers, Vendors, etc.)

Community

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Direct

SocialSearch

@KevinGetch

● Website/App● Content● UX/CRO● Brand● PR/RM● Analytics

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Direct

SocialSearch

@KevinGetch#SIC16

● Website/App● Content● UX/CRO● Brand● PR/RM● Analytics

What the

Future Holds@KevinGetch#SIC16

AIPC WEB

MOBILE

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3P’s

PersonalizedPredictive

Proactive

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“The goal of all of these companies is to become the best personal assistant you’ve ever had and in large part to provide personalized information and ads proactively before a user even makes a request. This represents a fundamental shift in the way we think about mobile marketing.”

@KevinGetch #SIC16

@KevinGetch#SIC16

"We want to proactively bring you answers"

Source: http://www.theverge.com/2015/5/28/8677147/google-now-on-tap-announced

~ Aparna ChennapragadaDirector of Product at Google

@KevinGetch#SIC16

… a "major new iOS initiative" that goes by the codename Proactive … a personal assistant that's far smarter than Siri's current incarnation.Source: http://www.theverge.com/2015/5/27/8671457/apple-proactive-google-now-ios-9

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Changing

Landscape

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@KevinGetch#SIC16

Proactive@KevinGetch#SIC16

SAVE $75 with Discount Code: SIC2016@KevinGetch#SIC16

Kevin GetchFounder + Director of Digital Strategy

[email protected]

webfor.com/strategy

Thanks!

@KevinGetch#SIC16