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Customer CentricBy kevin getch
founder + director of digital strategy
visualize a
digital marketing strategy
@KevinGetch #SIC16
@KevinGetch #SIC16
@KevinGetch #SIC16
@KevinGetch#SIC16
@KevinGetch#SIC16
@KevinGetch#SIC16
Purpose… Help Business Succeed
@KevinGetch#SIC16
BUSINESSES BE LIKE!!!
A LITTLE SOCIAL… A LITTLE SEO...@KevinGetch#SIC16
@KevinGetch#SIC16
@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
@KevinGetch#SIC16
A Simple Framework for Developing a Customer Centric Digital Marketing
Strategy
How to Get Buy In
The Biggest Fundamental Shift
In Marketing
@KevinGetch#SIC16
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
@KevinGetch#SIC16
Who
Where
What
Why
When
How
@KevinGetch#SIC16
WHO@KevinGetch#SIC16
Slidedeck & Notes
webfor.com/sic
@KevinGetch#SIC16
@KevinGetch#SIC16
Who Is Our Ideal Customer?@KevinGetch#SIC16
PERSONA CUSTOMER
JOURNEY
&
@KevinGetch#SIC16
@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.
@KevinGetch#SIC16
Uncertainties
Decision Making
F
Desires
@KevinGetch
earsUDD
#SIC16
Get To KnowYour Customer
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@KevinGetch#SIC16
@KevinGetch#SIC16
@KevinGetch#SIC16
@KevinGetch#SIC16
@KevinGetch#SIC16
@KevinGetch#SIC16
@KevinGetch#SIC16
http://bit.ly/1RlOGtD
@KevinGetch#SIC16
Customer Journey
@KevinGetch#SIC16
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.
Excitement, Fear, Anxiety,
Hope, Confident,
Unsure
Wants, Desires, Goals,
Analysis, Expectations,
Questions
Actions, Experience, Platform, Channel, Device
@KevinGetch#SIC16
feeling
thinking
doing
@KevinGetch#SIC16
@KevinGetch#SIC16
@KevinGetch#SIC16
If Potential Revenue = $1,000,000
Now = $570,000Loss of
$430,000
@KevinGetch#SIC16
@KevinGetch#SIC16
@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
@KevinGetch#SIC16
Project the 4 C’sCredible
CompetentCurrentCaring
@KevinGetch#SIC16
Use Visuals
@KevinGetch#SIC16
Your Customer is at the Center of Your Marketing
Strategy
Endorsers - (Media, Influencers, Customers,
Peers, Vendors, etc.)
Community
@KevinGetch#SIC16
Direct
SocialSearch
@KevinGetch
● Website/App● Content● UX/CRO● Brand● PR/RM● Analytics
#SIC16
Direct
SocialSearch
@KevinGetch#SIC16
● Website/App● Content● UX/CRO● Brand● PR/RM● Analytics
Direct
SocialSearch
@KevinGetch#SIC16
● Website/App● Content● UX/CRO● Brand● PR/RM● Analytics
What the
Future Holds@KevinGetch#SIC16
AIPC WEB
MOBILE
@KevinGetch#SIC16
3P’s
PersonalizedPredictive
Proactive
@KevinGetch#SIC16
“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
@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
@KevinGetch#SIC16
Changing
Landscape
@KevinGetch#SIC16
@KevinGetch#SIC16
Proactive@KevinGetch#SIC16
SAVE $75 with Discount Code: SIC2016@KevinGetch#SIC16
Kevin GetchFounder + Director of Digital Strategy
kevin@webfor.com
webfor.com/strategy
Thanks!
@KevinGetch#SIC16
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