Visualize a Customer Centric Digital Marketing Strategy
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Transcript of 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
Decided to quit my high paying job and start my own business.
@KevinGetch #SIC
@KevinGetch #SIC
source: http://www.azquotes.com/quote/710547
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@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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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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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
If Potential Revenue = $1,000,000
Now = $570,000Loss of
$430,000
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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.”
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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
webfor.com/strategy
Thanks!
@KevinGetch #SIC