audience: the flip-side of content marketing by jeffrey k. rohrs
DESCRIPTION
Presentation by Jeffrey K. Rohrs, VP Marketing Insights, Salesforce Marketing Cloud, at the Business Marketing Association regional even in Kansas City on 10/28/14.TRANSCRIPT
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AUDIENCE:THE FLIP-SIDE OF
CONTENT MARKETING
OCTOBER 2014
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JEFFREY K. ROHRSVP, MARKETING INSIGHTS - SALESFORCE MARKETING CLOUD
@JKROHRS
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@JKROHRS
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@JKROHRS
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@JKROHRS
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“CONTENT MARKETING IS A MARKETING TECHNIQUE OF CREATING & DISTRIBUTING RELEVANT & VALUABLE CONTENT TO ATTRACT, ACQUIRE & ENGAGE A CLEARLY DEFINED & UNDERSTOOD TARGET AUDIENCE WITH THE OBJECTIVE OF DRIVING PROFITABLE CUSTOMER ACTION.” -- @JOEPULIZZI
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@JKROHRS
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CONTENT MARKETING &PROPRIETARY AUDIENCE DEVELOPMENT
ARE DIFFERENT SIDES OF THE SAME COIN.
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GETTING AN AUDIENCE IS HARD. SUSTAINING AN AUDIENCE IS HARD. IT DEMANDS A CONSISTENCY OF THOUGHT, OF PURPOSE, AND OF ACTION OVER A LONG PERIOD OF TIME.
-- @Springsteen
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MATT FISH@MELTBARGRILLED
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@JKROHRS
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@JKROHRS
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@JKROHRS
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@JKROHRS
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MATT GETS AUDIENCE
@JKROHRS
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AUDIENCEASSUMPTIONDISORDER
@JKROHRS
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AUDIENCES ARE ASSETS
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30 SECONDS$4.0-$4.5 MILLION
@JKROHRS
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@JKROHRS
$30 BILLION
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@JKROHRS
$19B USD
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$545 BILLION
@JKROHRS
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AUDIENCES AREASSETS
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EMAIL SUBSCRIBERS ARE A BUSINESS ASSET
@JKROHRS
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SMS SUBSCRIBERS ARE A BUSINESS ASSET
@JKROHRS
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YOUTUBE SUBSCRIBERS ARE A BUSINESS ASSET
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FACEBOOK FANSARE A BUSINESS ASSET
@JKROHRS
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TWITTER FOLLOWERSARE A BUSINESS ASSET
@JKROHRS
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INSTAGRAM FOLLOWERSARE A BUSINESS ASSET
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PINTEREST FOLLOWERSARE A BUSINESS ASSET
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COMMUNITIES AREA BUSINESS ASSET
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AUDIENCES AREASSETS
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CXOs LOVE ASSETS
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THE VALUE OFPROPRIETARY AUDIENCES IS NOT APPRECIATED BY MOST C-SUITES
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MARKETING AS COST-CENTER
@JKROHRS
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MARKETING AS ASSET MANAGEMENT
@JKROHRS
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@JKROHRSWE FOCUS ON CAMPAIGN-BASED ROI
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INSTEAD OF BIG-PICTURE VALUE
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1,000,000 x $30.00$30,000,000.00
ASSET
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@JKROHRS
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@JKROHRS
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24.6M- 800,000- 3.2%
23.8M
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$298.73
$64.53
- $234.20- 78.4%
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WHAT IF YOU REPORTED YOUR AUDIENCE GROWTH & HEALTH TO INVESTORS?
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IS PROPRIETARY AUDIENCE DEVELOPMENT A KEY MARKETING
OBJECTIVE OR AN AFTERTHOUGHT?
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THE AUDIENCEIMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM.
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THE AUDIENCEIMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM.
@JKROHRS
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THE AUDIENCEIMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM.
@JKROHRS
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NO AUDIENCE IS OWNED.
@JKROHRS
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PROPRIETARY AUDIENCESARE EXCLUSIVE
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THEY ARE BUILT UPONINDIVIDUAL PERMISSION
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PERMISSION CAN BE REVOKED
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PROPRIETARY AUDIENCEDEVELOPMENT IS NOW A CORE MARKETING RESPONSIBILITY.
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SEEKERSAMPLIFIERS&JOINERS
@JKROHRS
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SEEKERSBROWSERSLISTENERSREADERS
SEARCHERSSHOPPERSVISITORSVIEWERS
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informationentertainment
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@JKROHRS
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@JKROHRS
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@JKROHRS
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AMPLIFIERSADVOCATESANALYSTS
COMMENTERSCREATORS
INFLUENCERSREPORTERSREVIEWERSSHARERS
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accessinfluence
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AUDIENCES WITH AUDIENCES
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JOINERSSUBSCRIBERS
FANSFOLLOWERS
CUSTOMERSDINERSDONORS
EMPLOYEESPARTNERS
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convenienceutility
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93%
58%
12%
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SEEKERSAMPLIFIERS&JOINERS
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YOU MUST DIVERSIFY YOUR AUDIENCE PORTFOLIO
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CHANNEL-DOMINANT PLAYERSWITH EVER-SHIFTING RULES
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THE AUDIENCEIMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM.
@JKROHRS
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THIS IS THE HYBRID MARKETING ERA
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PAID MEDIA
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@JKROHRSFOSSIL FUEL
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OWNED MEDIA
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RENEWABLE ENERGY
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EARNED MEDIA
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@JKROHRS
KINETIC ENERGY
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THE HYBRID MARKETING ENERGY GENERATION
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ALL MARKETING IS NOW DIRECT
@JKROHRS
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MOMENTS MATTER!
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@JKROHRS
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@esurance•200K+ entries in 60s•5.4M hashtag uses•2.6B TW impressions•+211K TW Followers•12x web traffic
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WE MUST DEMAND MORE FROM OUR PAID & OWNED MEDIA
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THE AUDIENCEIMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM.
@JKROHRS
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WE NEED MORE THAN CONTENT MANAGERS
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WE NEED MORE THAN EMAIL MANAGERS
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WE NEED MORE THAN COMMUNITY MANAGERS
@JKROHRS
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WE NEED ASSET MANAGERS
@JKROHRS
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WE NEED DIRECTORS OF AUDIENCE DEVELOPMENT
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ABBA: ALWAYS BEBUILDING AUDIENCES
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1. AUDIENCE SIZE
@JKROHRS
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SIZE IS RELATIVE
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@JKROHRS
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SIZE ALSO MEANSACTIONABLE DATA
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2. AUDIENCE ENGAGEMENT
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ENGAGEMENT =ATTENTION
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<1990 1990s
EventsDirect FaxDirect MailTelephone
1999 2000s 2014TVRadioPrintDisplay
IMEmailEventsDirect FaxDirect MailTelephone
TVRadioPrintDisplayCable TVWebsiteSearchOnline Display
IMEmailEvents Direct FaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing
Mobile EmailSMSIMEmailEventsDirect FaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsContextualWikisSocial NetworksMobile Web
SnapChat/WeChatApps/Push NotificationsGroup TextingSocial DMVoice MarketingMobile EmailSMS + MMSIM EventsEmailDirect FaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogs/ RSSPodcastsContextual WikisSocial NetworksMobile WebBehavioral Social Media & AdsVirtual WorldsIn-Game AdvertisingWidgetsTwitterMobile AppsGeolocationPinterestVine
CHANNEL (R)EVOLUTION
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SETH HERZOG
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WARM UP THE AUDIENCE
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ENGAGEMENT EQUALSDELIVERABILITY
@JKROHRS
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@JKROHRS
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ENGAGEMENT EQUALS
VISIBILITY
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ENGAGEMENT EQUALSUSAGE
@JKROHRS
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3. AUDIENCE VALUE
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VALUE = VALUE TO YOU(OR YOUR CLIENTS)
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LCV: LIFETIME CUSTOMER VALUE
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NEV:NET EQUIVALENCY VALUE
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CIV:COMPARATIVE INCENTIVE VALUE
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THE AUDIENCEIMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM.
@JKROHRS
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@JKROHRS
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24.6M
23.8M
33.42M
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THE AUDIENCEIMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM.
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NAME YOUR DIRECTOR OF AUDIENCE DEVELOPMENT
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AUDIT CONSUMER TOUCHPOINTS
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UN-SILO MARKETING
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“EFFECTIVE MARKETINGNOW STANDS ON YOUR AUDIENCE’S SHOULDERS.”
- @LIEBLINK & @JOWYANG
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WWW.AUDIENCEPRO.COM@AUDIENCEPRO
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JEFFREY K. ROHRSVP, MARKETING INSIGHTS - SALESFORCE MARKETING CLOUD
@JKROHRS
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AUDIENCE:THE FLIP-SIDE OF
CONTENT MARKETING
OCTOBER 2014
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THE AUDIENCE IS NOT BROUGHT TO YOU OR GIVENTO YOU; IT'S SOMETHING THAT YOU FIGHT FOR. YOU CAN FORGET THAT, ESPECIALLY IF YOU'VE HAD SOME SUCCESS.
-- @Springsteen