Psychology, Strategy, & The Future of Digital Marketing
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In this presentation I gave at DigiMarCon I shared a simple marketing strategy framework that should be incorporated in every businesses DNA. I show you how to leverage a data-driven approach with a deeper understanding of human psychology to develop a more effective integrated marketing strategy. We also explore what the future holds and how we can anticipate and adjust to remain relevant in the fast-changing world of digital marketing.
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Psychology, Strategy, & The Future of Digital Marketing
- 1. KEVIN GETCH CEO + Director of Digital Strategy PSYCHOLOGY, STRATEGY, & THE FUTURE OF DIGITAL MARKETING
- 4. A Simple Marketing Strategy Framework KNOW & LOVE YOUR CUSTOMER 01 ALIGN YOUR STRATEGY 02 MONITOR, MEASURE, & ADAPT 03
- 5. Winning the hearts and minds of your customers Know & Love Your Customer
- 6. The 4 C's of Audience Insights CUSTOMER COMPANY COMPETITOR CHANNEL
- 7. “The aim of marketing is to know and understand the customer so well the product or service fits them and sells itself” - Peter Drucker
- 8. Understanding the deeper psychological needs of your customers is key. Consumer Psychology 101
- 9. 5% Source: Gerald Zaltman Harvard Business School professor https://hbswk.hbs.edu/item/the-subconscious-mind-of-the-consumer-and-how-to-reach-it 95% 95% of purchase decisions are made in the subconscious mind Conscious mind is generally used to perceive logical explicit information
- 10. Neocortex: Rational or thinking brain Limbic: Emotional or feeling brain Reptilian (Old) Brain: Instinctual and driving force for decisions
- 11. Exchange sum = the difference between perceived value and perceived cost. PAIN PLEASURE
- 12. Think Maslow's Hierarchy of Needs, but slightly modified Core Human Psychological Needs
- 13. WiFi Certainty/Safety Feel Important Love & Connection Variety Progress Impact PAIN PLEASURE
- 17. Talk to Sales & Customer Service
- 18. Mine information, keywords, topics & opportunities with CallRail Scribe & Keyword Spotting @KevinGetch
- 19. @KevinGetch
- 20. @KevinGetch
- 22. @KevinGetch
- 24. @KevinGetch
- 27. @KevinGetch
- 28. Customer Journey
- 29. Customer Journey Outlines what a person is feeling, thinking & doing as they interact across multiple channels and move through different stages of the customer experience.
- 30. @KevinGetch
- 32. Close the gaps between the vision of our optimal customer experience and the current one. Align Your Strategy
- 33. Creating a comprehensive customer centered strategy integrated across channels, tactics and teams can make your efforts 10x more effective.
- 34. Channel Mix, Tactics, Prioritization, & Processes
- 35. Your Customer is always at the center of your marketing strategy Endorsers: Media, Influencers, Customers, Peers, Vendors, etc. Community: Local Community, Industry Groups, Charities, etc.
- 37. S You’ve been drinking… A LOT! You have to go to the bathroom, but there’s a minute left in the game and your team is about to score. What do you do? @KevinGetch
- 38. Channel Mix + Tactics SEARCH SOCIAL DIRECT Cross Channels • Website/App • Content/Value • UX/CRO • Brand/Messaging • PR/RM • Measurement • Organic SEO • Paid Media Search • Organic Social • Paid Media Social • Email • Text • Push Notifications • Chatbot Direct
- 39. Channel Mix, Prioritization, Process + Tactics (Misaligned) SOCIAL Cross Channels • Website/App • Content/Value • UX/CRO • Brand/Messaging • PR/RM • Measurement • Organic SEO • Paid Media • Organic Social • Paid Media • Email • Text • Push Notifications • Chatbot Search Social Direct DIRECT SEARCH
- 40. Channel Mix, Prioritization, Process + Tactics (Aligned) SEARCH SOCIAL DIRECT Cross Channels • Website/App • Content/Value • UX/CRO • Brand/Messaging • PR/RM • Measurement • Organic SEO • Paid Media • Organic Social • Paid Media • Email • Text • Push Notifications • Chatbot Search Social Direct
- 41. Brand Champions
- 42. Keep your finger on the pulse of your customers (4 C’s). KPI’s & Feedback Loops. Monitor, Measure, & Adapt
- 45. Feedback Loops
- 48. "When you obsess over your customer, develop a successful marketing strategy, execute it effectively, commit to providing the best product/service in your industry and you measure meaningful metrics your business will experience incredible success and so will your clients." Kevin Getch
- 49. The Future of Digital Marketing
- 50. • Artificial Intelligence • Machine Learning • Automation • Metaverse • Virtual Reality • Augmented Reality Glasses • NFT’s (Non-Fungible Tokens) • Digital Assistants • Computer Vision • Cookiepocolypse • Nanotechnology • On Device Identity/Data • Voice + Conversational Search • Visual Search • Search algorithm changes • Chatbots • AI Customer Service Agents • New social platforms • Blockchain • Web3 • Wearables • IOT (internet of things) • Quantum Computing • Robotics Emerging Technology & Trends
- 52. ZoomInfo
- 53. The 4 P's: Macro Trends in Digital Marketing PERSONALIZED PREDICTIVE PROACTIVE PRIVATE
- 55. Kevin Getch Thank You! CEO + Director of Digital Strategy Webfor.com @KevinGetch
Notes de l'éditeur
- I’m going to give you a basic lesson in human psychological needs. I’m not going to get into the reptilian brain and Maslow’s hierarchy of needs We tend to move away from things that we associate with loss of these, that take away or cause pain, etc. And we move towards things that we associate with giving us more… of the feeling… gain/pleasure.. Certainty - If i went to buy something… and I read a lot of reviews that said I never even got the product… I’m going to probably stay away (no certainty). If I see positive reviews and a shipping/product satisfaction guarantee.. Importance - Love & Connection - Variety - Progress (Growth) - Impact - WiFi -
- This is one of the number one areas for opportunity if you don’t have access to talking to the customer. For a small business you can literally create a google spreadsheet and have your customer service or sales people put in common questions, concerns (fears), desires, etc. You should be looking at this and cross referencing your website (online presence) to see how ell it is currently addressing these areas for your customer.
- Extracting keywords, opportunities, topics… areas to improve the experience via call recording/transcribing…
- Claritas can be used to better understand your target customer.
- Besides being able to access all of the most recent census information online which does provide a lot of valuable information… Nielsen has created what they call the Nielsen PRISM which is a system that categorizes U.S. consumers into 14 distinct groups and 68 demographically and behaviorally distinct types, or "segments," to help marketers better understand those consumers’ likes, dislikes, lifestyles and purchase behaviors. You can write down this url if you want, but it is also available at the url I gave you at the beginning of the presentation. I’ll show it once again prior to the end as well. Besides being able to browse these different profile types for inspiration you can also pop in a zip code and see the list of these profiles that are more prevalent in that zip code. This is especially important for brick and mortar stores or anyone that draws their clients from the local area. So, now you know thyself… and you also know thine peeps. So, what is the next W in the 5 W’s……. What?
- PollFish is another option - cheaper - but it doesn’t give you the ability to regine down to a local state like say Seattle. You can select country though so if that’s not important is is probably half as much. Surveying your customers can be extremely helpful, but don’t let it replace actual individual customer interviews. Now, if you haven’t been building your list (like you’re supposed to)… Or if you have no customer base you can also use a tool like survey monkey to for market/audience research. They have millions of people and you can choose people with specific demographic traits to ask your questions to.
- If you’re in B2B this is a great tool to give you a little insight into the personality of your customer. It uses the DISC personality assessment along with information available about your customer to develop a profile… and it’s eerily accurate!
- If you’re in B2B this is a great tool to give you a little insight into the personality of your customer. It uses the DISC personality assessment along with information available about your customer to develop a profile… and it’s eerily accurate!
- If you’re in B2B this is a great tool to give you a little insight into the personality of your customer. It uses the DISC personality assessment along with information available about your customer to develop a profile… and it’s eerily accurate!
- If you’re in B2B this is a great tool to give you a little insight into the personality of your customer. It uses the DISC personality assessment along with information available about your customer to develop a profile… and it’s eerily accurate!
- This is an example of a persona. So, how do you get the information to build your persona(s)?
- Depends Joke (Should be near discussing social. Maybe intro through there are a few general rules of thumb. Search… there needs to be a demand for your product. //again not always true// Social… The more social your business/product is the more social media will benefit you. The opposite is also true. If your product is not something most people would want to be associated with or maybe even embarrassed to “Like”... something like say Adult Diapers. Again… I’m a rule breaker. Tell me I can’t do something and I will show you. #ManGoals