Kevin Getch - Visualize a customer centric digital marketing strategy - Seattle Interactive 2016
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Transcript of Kevin Getch - Visualize a customer centric digital marketing strategy - Seattle Interactive 2016
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Customer CentricBy kevin getch
founder + director of digital strategy
visualize a
digital marketing strategy
@KevinGetch #SIC16
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@KevinGetch #SIC16
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@KevinGetch #SIC16
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@KevinGetch#SIC16
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@KevinGetch#SIC16
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@KevinGetch#SIC16
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Purpose… Help Business Succeed
@KevinGetch#SIC16
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BUSINESSES BE LIKE!!!
A LITTLE SOCIAL… A LITTLE SEO...@KevinGetch#SIC16
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@KevinGetch#SIC16
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@KevinGetch#SIC16
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@KevinGetch#SIC16
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Decided to quit my high paying job and start my own business.
@KevinGetch#SIC16
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@KevinGetch#SIC16
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source: http://www.azquotes.com/quote/710547
@KevinGetch#SIC16
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@KevinGetch#SIC16
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@KevinGetch#SIC16
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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
@KevinGetch#SIC16
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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
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a simple framework5wh
@KevinGetch#SIC16
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Who
Where
What
Why
When
How
@KevinGetch#SIC16
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WHO@KevinGetch#SIC16
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Slidedeck & Notes
webfor.com/sic
@KevinGetch#SIC16
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@KevinGetch#SIC16
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Who Is Our Ideal Customer?@KevinGetch#SIC16
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PERSONA CUSTOMER
JOURNEY
&
@KevinGetch#SIC16
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@KevinGetch#SIC16
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@KevinGetch#SIC16
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Persona:A detailed portrayal of your ideal customer, including demographics, psychographics & story.
@KevinGetch#SIC16
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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.
@KevinGetch#SIC16
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Uncertainties
Decision Making
F
Desires
@KevinGetch
earsUDD
#SIC16
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Get To KnowYour Customer
@KevinGetch#SIC16
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@KevinGetch#SIC16
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@KevinGetch#SIC16
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@KevinGetch#SIC16
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@KevinGetch#SIC16
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@KevinGetch#SIC16
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@KevinGetch#SIC16
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@KevinGetch#SIC16
http://bit.ly/1RlOGtD
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@KevinGetch#SIC16
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Customer Journey
@KevinGetch#SIC16
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Customer Journey:
@KevinGetch#SIC16
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.
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Excitement, Fear, Anxiety,
Hope, Confident,
Unsure
Wants, Desires, Goals,
Analysis, Expectations,
Questions
Actions, Experience, Platform, Channel, Device
@KevinGetch#SIC16
feeling
thinking
doing
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@KevinGetch#SIC16
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@KevinGetch#SIC16
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@KevinGetch#SIC16
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If Potential Revenue = $1,000,000
Now = $570,000Loss of
$430,000
@KevinGetch#SIC16
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@KevinGetch#SIC16
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@KevinGetch#SIC16
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webfor.com/strategy
@KevinGetch#SIC16
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Getting Buy InUse Analogies
Address the 3 i’SProject the 4 C’s
Use Visuals@KevinGetch#SIC16
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@KevinGetch#SIC16
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@KevinGetch#SIC16
Use Analogies
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The 3 i’S
Importance
Impact
Issue
Solution
@KevinGetch#SIC16
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Project the 4 C’sCredible
CompetentCurrentCaring
@KevinGetch#SIC16
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Use Visuals
@KevinGetch#SIC16
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Your Customer is at the Center of Your Marketing
Strategy
Endorsers - (Media, Influencers, Customers,
Peers, Vendors, etc.)
Community
@KevinGetch#SIC16
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Direct
SocialSearch
@KevinGetch
● Website/App● Content● UX/CRO● Brand● PR/RM● Analytics
#SIC16
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Direct
SocialSearch
@KevinGetch#SIC16
● 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
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What the
Future Holds@KevinGetch#SIC16
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AIPC WEB
MOBILE
@KevinGetch#SIC16
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3P’s
PersonalizedPredictive
Proactive
@KevinGetch#SIC16
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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
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@KevinGetch#SIC16
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@KevinGetch#SIC16
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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
@KevinGetch#SIC16
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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
@KevinGetch#SIC16
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Changing
Landscape
@KevinGetch#SIC16
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@KevinGetch#SIC16
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Proactive@KevinGetch#SIC16
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SAVE $75 with Discount Code: SIC2016@KevinGetch#SIC16
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Kevin GetchFounder + Director of Digital Strategy
webfor.com/strategy
Thanks!
@KevinGetch#SIC16