This document summarizes a presentation on psychology, strategy, and the future of digital marketing. The presentation discusses how understanding customer psychology is key to developing an effective marketing strategy. It advocates getting to know customers through insights on them, their company, competitors, and channels. The presentation outlines a three-step marketing strategy framework: know your customer, align your strategy, and monitor/measure/adapt. It provides examples of how to analyze customer journeys and personas, align tactics across channels, and implement feedback loops to continually adapt the strategy. Emerging technologies that will impact digital marketing are also highlighted.

1. Psychology, Strategy,
and the Future of Digital
Marketing
MASTER
CLASS
Kevin Getch
FOUNDER & DIRECTOR
WEBFOR
SEATTLE, WA ~ MAY 5 - 6, 2022
DIGIMARCONPACIFICNORTHWEST.COM | #DigiMarConPacificNorthwest

2. A Little
About Me

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”

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

14. Customer Journey
Personas

15. F
U
D
D
ears
ncertainties
esires
ecisions

16. Talk to
Your Customers

17. Talk to Sales
& Customer Service

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

19. @KevinGetch

20. @KevinGetch

21. @KevinGetch
https://claritas360.claritas.com/mybestsegments/

22. @KevinGetch

24. @KevinGetch

26. Yes, Blunt’s GOOD!

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

31. @KevinGetch
UXPressia.com

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.

36. Channel Mix
SEARCH SOCIAL
DIRECT

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

43. 201
8
201
9
202
0
202
1
202
2
125
100
75
50
25
0
Dashboard
of Key Performance
Indicators

44. Close the
Attribution Gap

45. Feedback Loops

46. officevibe
Feedback Loop

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

54. Download this Presentation
Slideshare.net/webfor

55. Kevin Getch
Thank You!
CEO + Director of Digital Strategy
Webfor.com
@KevinGetch