In Future Proof Your Marketing, Kevin Getch will help you see that the best way forward is with a customer-centric approach to marketing that focuses on long-term success. You’ll learn about the three macro trends that are changing the world of marketing, then be equipped with the knowledge you need to assess your current marketing efforts and see what’s actually driving results. In this presentation based on Kevin's book, he provides dozens of tools—many of them free—that will take you inside your customers’ minds and enable you to build a winning strategy that can evolve along with your business.

2. A Little
About Me

4. I’m the Founder + Director of Digital
Strategy at Webfor

6. SEO
Campaign of the Year

7. I’m the Board Chair at the Greater
Vancouver Chamber of Commerce.

8. Lemonade Day
Teaching our local youth leadership, financial literacy,
entrepreneurship and positive life skills.

9. I serve on the SEMpdx board
a nationally recognized non-profit focused on supporting and educating
the digital marketing community.

10. CURRENT STATE OF
MARKETING

11. FRAGMENTATION
@KevinGetch

15. CHALLENGES
@KevinGetch

20. NEW TECH
@KevinGetch

22. CONSUMER
@KevinGetch

23. @KevinGetch

25. THE FUTURE OF
MARKETING
@KevinGetch

26. Anticipatory Retaliation

27. M
O
B
I
L
E
AIPC WEB
@KevinGetch

28. @KevinGetch

29. @KevinGetch

30. @KevinGetch

31. @KevinGetch

32. @KevinGetch

33. @KevinGetch

34. LAW OF
ACCELERATING
RETURNS
@KevinGetch

35. @KevinGetch

36. @KevinGetch

37. @KevinGetch
P(3)
PERSONALIZED
PREDICTIVE
PROACTIVE

38. “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

39. @KevinGetch

40. @KevinGetch

41. @KevinGetch

42. @KevinGetch

44. Conversational Search

45. Conversational Search

46. @KevinGetch
ASSISTANCE

47. @KevinGetch
PROACTIVE ASSISTANCE
IS THE HOLY GRAIL

48. BUILDING A STRATEGIC
FOUNDATION
@KevinGetch

49. A comprehensive customer
centric strategy integrated
across channels, tactics and
teams can make your efforts
10x more effective.

50. ● Understand your customers
● Understand their customer journey
● Develop your brand to connect with them
● Deliver massive value
● Channel mix (Right message, right place, right time)
● Measure meaningful metrics
● Listen, learn, & adjust
7 Keys to Future Proofing

51. SUPER SECRET TECHNIQUES
FOR GETTING INTO THE MIND
OF YOUR CUSTOMER
@KevinGetch

52. PERSONA CUSTOMER
JOURNEY
&

53. U
D
F
D
ecision Making
esires
ncertainties
ears

54. Talk to Sales &
Customer Service

55. Mine information,
keywords, topics &
opportunities with
CallRail Scribe &
Keyword Spotting
@KevinGetch

56. @KevinGetch

57. @KevinGetch

58. @KevinGetch
http://bit.ly/1RlOGtD

59. @KevinGetch

61. @KevinGetch

62. @KevinGetch

63. Yes, Blunt is GOOD!

64. @KevinGetch

65. Webfor.com/resources

66. CUSTOMER
JOURNEY

67. CUSTOMER JOURNEY
A visual representation of what a person is
feeling, thinking & doing as they interact
across multiple channels and move through
different stages of the customer experience.

68. Excitement, Fear,
Anxiety, Hope,
Confident, Unsure
Wants, Desires,
Goals, Analysis,
Expectations,
Questions
Actions,
Experience,
Platform,
Channel, Device
feeling
thinking doing
@KevinGetch

69. @KevinGetch

70. @KevinGetch

72. @KevinGetch

73. @KevinGetch

75. @KevinGetch

76. @KevinGetch
UXPressia.com

77. DEVELOP YOUR
IDENTITY, BRAND, &
MESSAGING
@KevinGetch

78. Unique Value Proposition
Webfor.com/uvp

79. INTEGRATING CHANNELS
TACTICS & KEYWORDS
@KevinGetch

80. Your Customer is at the Center of
Your Marketing Strategy
Endorsers - (Media, Influencers,
Customers, Peers, Vendors, etc.)
Community

81. Direct
SocialSearch
@KevinGetch

82. 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

83. Direct
SocialSearch
● Organic SEO
● Paid Ads
@KevinGetch
Cross Channel
● Website/App
● Content/Value
● UX/CRO
● Brand
● PR/RM
● Measurement
● Email
● Text
● Chat Bots
● Push
● Organic Social
● Paid Ads

84. ● Organic SEO
● Paid Ads
@KevinGetch
Cross Channel
● Website/App
● Content/Value
● UX/CRO
● Brand
● PR/RM
● Measurement
● Email
● Text
● Push
● Organic Social
● Paid Ads
Direct
SocialSearch

85. Direct
Social
Search
@KevinGetch
● Organic SEO
● Paid Ads
Cross Channel
● Website/App
● Content/Value
● UX/CRO
● Brand
● PR/RM
● Measurement
● Email
● Text
● Chat Bots
● Push
● Organic Social
● Paid Ads

86. DELIVER MASSIVE
VALUE
@KevinGetch

87. @KevinGetch

88. @KevinGetch

89. @KevinGetch

90. @KevinGetch

91. MEASURE
MEANINGFUL
METRICS
@KevinGetch

92. Measurement &
Attribution

94. Our Story

95. Our Story

96. LISTEN,
LEARN,
ADJUST
@KevinGetch

97. Our Story

98. Our Story

99. Our Story

100. Our Story

101. questions?
@KevinGetch

102. Thank you for your time!
@KevinGetch | kevin@webfor.com
Webfor.com