Download - The Global Event for Data-Driven Marketers
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SUBSCRIBERS, FANS & FOLLOWERS:Marketing’s Audience-Building Imperative
Jeffrey K. RohrsVP, Marketing InsightsExactTarget, a salesforce.com company
AuthorAUDIENCE: Marketing in the Age of Subscribers, Fans & Followers
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@JKROHRS
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@JKROHRS@JKROHRS
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@JKROHRS
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WWW.EXACTTARGET.COM/SFF
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NOV.
11TH
@JKROHRS
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The audience is not brought to you or given to you; it's something that you fight for. You can forget that, especially if you've had some success. 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.
-- Bruce Springsteen
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@JKROHRS
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<1990 1990s
EventsDirect FaxDirect MailTelephone
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IMEmailEventsDirect FaxDirect MailTelephone
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IMEmailEvents Direct FaxDirect MailTelephone
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Mobile EmailSMSIMEmailEventsDirect FaxDirect MailTelephone
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SnapChat/PokeApps/Push NotificationsGroup TextingSocial DMVoice MarketingMobile EmailSMS + MMSIM EventsEmailDirect FaxDirect MailTelephone
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MARKETING (R)EVOLUTION
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PROPRIETARY AUDIENCE DEVELOPMENT IS NOW A CORE MARKETING RESPONSIBILITY.
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(permission-based marketers will inherit the earth)
@JKROHRS
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PROPRIETARY AUDIENCESARE NOT OWNED.
THEY ARE EARNED. @JKROHRS
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THEY ARE BUILT.
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THEY ARE NURTURED.
@JKROHRS
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THEY ARE DIRECT AND COST-EFFECTIVE.
@JKROHRS
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THE BEST OFFER ATTENTION AT THE PUSH OF A BUTTON.
@JKROHRS
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THEY ARE CRITICAL BUSINESS ASSETS.
@JKROHRS
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@JKROHRS
@JKROHRS
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TO USE PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG-TERM.
@JKROHRS
AUDIENCEIMPERATIVE!
THE
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SIZEENGAGEMENT & VALUE
YOUR PROPRIETARYAUDIENCES
LONG-TERM
PAID OWNED& EARNEDMEDIA
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WHO ARE THESE PROPRIETARY AUDIENCES?
@JKROHRS
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SEEKERS
@JKROHRS
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AMPLIFIERS
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JOINERS
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SUBSCRIBERS
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FANS
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FOLLOWERS
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93%
58%
12%@JKROHRS
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PAID OWNED& EARNEDMEDIA
@JKROHRS
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PAID MEDIA
@JKROHRS
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@JKROHRS@JKROHRS
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OWNED MEDIA@JKROHRS
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@JKROHRS
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EARNED MEDIA @JKROHRS
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@JKROHRS
THE HYBRID MARKETING ERA
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@JKROHRS@EXACTTARGET@JKROHRS
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@JKROHRS@JKROHRS
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@JKROHRS
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@JKROHRS
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@JKROHRS
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MOMENTSMATTER!
@JKROHRS
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SIZE ENGAGEMENT & VALUE
@JKROHRS
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SIZE
@JKROHRS
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@JKROHRS
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@JKROHRS
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ENGAGEMENT
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@JKROHRS
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ENGAGEMENT EQUALSDELIVERABILITY
@JKROHRS
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ENGAGEMENT EQUALSVISIBILITY
@JKROHRS
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ENGAGEMENT EQUALSUSAGE
@JKROHRS
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VALUE
@JKROHRS
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@JKROHRS
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VALUE = VALUE TO YOU
@JKROHRS
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LONG-TERM
@JKROHRS
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@JKROHRS
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@JKROHRS
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@JKROHRS
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@JKROHRS
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TO USE PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG-TERM.
@JKROHRS
AUDIENCEIMPERATIVE!
THE
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MY QUESTIONSFOR YOU
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ARE YOU TREATING YOUR AUDIENCES AS ASSETS OR AFTERTHOUGHTS?
1
@JKROHRS
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2 ARE YOU BUILDING AUDIENCES EVERY DAY?
@JKROHRS
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WHO OWNS YOURAUDIENCE DEVELOPMENTEFFORTS?
3
@JKROHRS
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@JKROHRS
NOV. 11TH
AUDIENCEPRO.COM@JKROHRS