Visualize a Customer Centric Digital Marketing Strategy

Customer CentricBy kevin getch

founder + director of digital strategy

visualize a

digital marketing strategy

@KevinGetch #SIC

@KevinGetch #SIC

@KevinGetch #SIC

@KevinGetch #SIC

@KevinGetch #SIC

@KevinGetch #SIC

Purpose… Help Business Succeed

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BUSINESSES BE LIKE!!!

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

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@KevinGetch #SIC

@KevinGetch #SIC

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

@KevinGetch #SIC

@KevinGetch #SIC

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

@KevinGetch #SIC

@KevinGetch #SIC

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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 #SIC

a simple framework5wh

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Who

Where

What

Why

When

How

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WHO@KevinGetch #SIC

Slidedeck & Notes

webfor.com/sic

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Who Is Our Ideal Customer?@KevinGetch #SIC

PERSONA CUSTOMER

JOURNEY

&

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@KevinGetch #SIC

@KevinGetch #SIC

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

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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

Fears

Desires

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Get To KnowYour Customer

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@KevinGetch #SIC

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@KevinGetch #SIC

@KevinGetch #SIC

@KevinGetch #SIC

@KevinGetch #SIC

@KevinGetch #SIC

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

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@KevinGetch #SIC

@KevinGetch #SIC

If Potential Revenue = $1,000,000

Now = $570,000Loss of

$430,000

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@KevinGetch #SIC

@KevinGetch #SIC

webfor.com/strategy

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Getting Buy InUse Analogies

Address the 3 i’SProject the 4 C’s

Use Visuals@KevinGetch #SIC

@KevinGetch #SIC

@KevinGetch #SIC

Use Analogies

The 3 i’S

Importance

Impact

Issue

Solution

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Project the 4 C’sCredible

CompetentCurrentCarring

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Use Visuals

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Your Customer is at the Center of Your Marketing

Strategy

Endorsers - (Media, Influencers, Customers,

Peers, Vendors, etc.)

Community

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Direct

SocialSearch

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

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Direct

SocialSearch

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

Direct

SocialSearch

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

What the

Future Holds@KevinGetch #SIC

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

@KevinGetch #SIC

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"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

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… 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 #SIC

Proactive@KevinGetch #SIC

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

Kevin GetchFounder + Director of Digital Strategy

kevin@webfor.com

webfor.com/strategy

Thanks!

@KevinGetch #SIC