talknote: the rise of audiences as brand assets
TRANSCRIPT
![Page 1: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/1.jpg)
AUDIENCE: THE FLIP-SIDE OF
CONTENT
MARKETING
APRIL 2014
![Page 2: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/2.jpg)
JEFFREY K. ROHRS
VP, MARKETING INSIGHTS – SALESFORCE
@JKROHRS
#imbsummit
![Page 3: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/3.jpg)
![Page 4: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/4.jpg)
![Page 5: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/5.jpg)
@JKROHRS #imbsummit
![Page 6: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/6.jpg)
@JKROHRS #imbsummit
![Page 7: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/7.jpg)
MATT FISH
@MELTBARGRILLED
#imbsummit
![Page 8: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/8.jpg)
#imbsummit
![Page 9: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/9.jpg)
#imbsummit
![Page 10: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/10.jpg)
#imbsummit
![Page 11: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/11.jpg)
![Page 12: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/12.jpg)
#imbsummit
![Page 13: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/13.jpg)
#imbsummit
![Page 14: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/14.jpg)
MATT GETS BRANDING
#imbsummit
![Page 15: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/15.jpg)
#imbsummit
![Page 16: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/16.jpg)
#imbsummit
![Page 17: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/17.jpg)
![Page 18: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/18.jpg)
BRANDS ARE ASSETS
![Page 19: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/19.jpg)
MATT ALSO GETS AUDIENCE
#imbsummit
![Page 20: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/20.jpg)
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
![Page 21: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/21.jpg)
AUDIENCES ARE ASSETS
#imbsummit
![Page 22: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/22.jpg)
EVERY COMPANY IS A MEDIA COMPANY
#imbsummit
![Page 23: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/23.jpg)
ALL MARKETING IS NOW DIRECT
#imbsummit
![Page 24: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/24.jpg)
WWW.AUDIENCEPRO.COM
#imbsummit
![Page 25: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/25.jpg)
AUDIENCE
ASSUMPTION
DISORDER
#imbsummit
![Page 26: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/26.jpg)
![Page 27: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/27.jpg)
![Page 28: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/28.jpg)
![Page 29: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/29.jpg)
![Page 30: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/30.jpg)
#imbsummit
![Page 31: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/31.jpg)
“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
#imbsummit
![Page 32: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/32.jpg)
CONTENT MARKETING & PROPRIETARY AUDIENCE DEVELOPMENT
ARE DIFFERENT SIDES OF THE SAME COIN.
![Page 33: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/33.jpg)
AUDIENCES ARE ASSETS
![Page 34: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/34.jpg)
30 SECONDS = $4.5 MILLION
#imbsummit
![Page 35: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/35.jpg)
$33 BILLION
#imbsummit
![Page 36: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/36.jpg)
@JKROHRS
$19B USD
![Page 37: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/37.jpg)
$545 BILLION
#imbsummit
![Page 38: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/38.jpg)
AUDIENCES ARE ASSETS
![Page 39: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/39.jpg)
<1990 1990s
Events
Direct Fax
Direct Mail
Telephone
1999 2000s 2015
TV
Radio
Display
IM
Events
Direct Fax
Direct Mail
Telephone
TV
Radio
Display
Cable TV
Website
Search
Online Display
IM
Events
Direct Fax
Direct Mail
Telephone
TV
Radio
Display
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Webinars
Affiliate Marketing
Mobile Email
SMS
IM
Events
Direct Fax
Direct Mail
Telephone
TV
Radio
Display
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Affiliate Marketing
Webinars
Blogs
RSS
Podcasts
Contextual
Wikis
Social Networks
Mobile Web
SnapChat/WeChat/Line
Apps/Push Notifications
Group Texting
Social DM
Voice Marketing
Mobile Email
SMS + MMS
IM
Events
Direct Fax
Direct Mail
Telephone
TV
Radio
Display
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Affiliate Marketing
Webinars
Blogs/ RSS
Podcasts
Contextual
Wikis
Social Networks
Mobile Web
Behavioral
Social Media & Ads
Virtual Worlds
In-Game Advertising
Widgets
Mobile Apps
Geolocation
Vine
Periscope/Meerkat
CHANNEL (R)EVOLUTION
![Page 40: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/40.jpg)
EMAIL SUBSCRIBERS
ARE A BUSINESS ASSET
#imbsummit
![Page 41: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/41.jpg)
SMS SUBSCRIBERS
ARE A BUSINESS ASSET
#imbsummit
![Page 42: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/42.jpg)
YOUTUBE SUBSCRIBERS
ARE A BUSINESS ASSET
![Page 43: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/43.jpg)
FACEBOOK FANS
ARE A BUSINESS ASSET
#imbsummit
![Page 44: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/44.jpg)
TWITTER FOLLOWERS
ARE A BUSINESS ASSET
#imbsummit
![Page 45: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/45.jpg)
INSTAGRAM FOLLOWERS
ARE A BUSINESS ASSET
![Page 46: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/46.jpg)
PINTEREST FOLLOWERS
ARE A BUSINESS ASSET
![Page 47: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/47.jpg)
LINE FANS ARE A BUSINESS ASSET
![Page 48: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/48.jpg)
COMMUNITIES ARE
A BUSINESS ASSET
![Page 49: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/49.jpg)
AUDIENCES ARE ASSETS
#imbsummit
![Page 50: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/50.jpg)
CXOs LOVE ASSETS
#imbsummit
![Page 51: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/51.jpg)
MOST C-SUITES DO NOT APPRECIATE THE
VALUE OF PROPRIETARY AUDIENCES
#imbsummit
![Page 52: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/52.jpg)
MARKETING AS COST-CENTER
#imbsummit
![Page 53: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/53.jpg)
MARKETING AS ASSET GENERATOR
#imbsummit
![Page 54: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/54.jpg)
@JKROHRS
WE FOCUS ON CAMPAIGN-BASED ROI
#imbsummit
![Page 55: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/55.jpg)
INSTEAD OF BIG-PICTURE VALUE
#imbsummit
![Page 56: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/56.jpg)
1,000,000 x $30.00 $30,000,000.00
ASSET #imbsummit
![Page 57: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/57.jpg)
#imbsummit
![Page 58: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/58.jpg)
#imbsummit
![Page 59: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/59.jpg)
#imbsummit
24.6M - 800,000 lost subscribers
- 3.2%
23.8M
![Page 60: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/60.jpg)
$298.73
$64.53
- $234.20 loss in value
- 78.4%
#imbsummit
![Page 61: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/61.jpg)
WHAT IF YOU REPORTED YOUR AUDIENCE
GROWTH & HEALTH TO INVESTORS?
#imbsummit
![Page 62: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/62.jpg)
IS PROPRIETARY AUDIENCE
DEVELOPMENT ONE OF YOUR KEY
MARKETING OBJECTIVES?
#imbsummit
![Page 63: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/63.jpg)
THE AUDIENCE
IMPERATIVE USE 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
![Page 64: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/64.jpg)
THE AUDIENCE
IMPERATIVE USE 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
![Page 65: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/65.jpg)
THE AUDIENCE
IMPERATIVE USE 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
![Page 66: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/66.jpg)
NO AUDIENCE IS OWNED.
#imbsummit
![Page 67: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/67.jpg)
PROPRIETARY AUDIENCES
ARE EXCLUSIVE
![Page 68: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/68.jpg)
THEY ARE BUILT UPON
INDIVIDUAL PERMISSION
#imbsummit
![Page 69: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/69.jpg)
PERMISSION CAN BE REVOKED
#imbsummit
![Page 70: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/70.jpg)
SEEKERS
AMPLIFIERS
&JOINERS
#imbsummit
![Page 71: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/71.jpg)
SEEKERS
BROWSERS
LISTENERS
READERS
SEARCHERS
SHOPPERS
VISITORS
VIEWERS
#imbsummit
![Page 72: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/72.jpg)
information
entertainment
#imbsummit
![Page 73: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/73.jpg)
#imbsummit
![Page 74: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/74.jpg)
#imbsummit
![Page 75: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/75.jpg)
#imbsummit
![Page 76: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/76.jpg)
@JKROHRS #imbsummit
![Page 77: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/77.jpg)
AMPLIFIERS
ADVOCATES
ANALYSTS
COMMENTERS
CREATORS
INFLUENCERS
REPORTERS
REVIEWERS
SHARERS
#imbsummit
![Page 78: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/78.jpg)
access
influence
#imbsummit
![Page 79: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/79.jpg)
AUDIENCES WITH AUDIENCES
#imbsummit
![Page 80: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/80.jpg)
JOINERS
SUBSCRIBERS
FANS
FOLLOWERS
CUSTOMERS
DINERS
DONORS
EMPLOYEES
PARTNERS
#imbsummit
![Page 81: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/81.jpg)
convenience
utility
#imbsummit
![Page 82: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/82.jpg)
93%
58%
12%
![Page 83: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/83.jpg)
#imbsummit
![Page 84: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/84.jpg)
SEEKERS
AMPLIFIERS
&JOINERS
#imbsummit
![Page 85: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/85.jpg)
YOU MUST DIVERSIFY YOUR
AUDIENCE PORTFOLIO
#imbsummit
![Page 86: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/86.jpg)
CHANNEL-DOMINANT PLAYERS
WITH EVER-SHIFTING RULES
#imbsummit
![Page 87: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/87.jpg)
PROPRIETARY AUDIENCE
DEVELOPMENT IS NOW A CORE
MARKETING RESPONSIBILITY.
#imbsummit
![Page 88: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/88.jpg)
THE AUDIENCE
IMPERATIVE USE 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
![Page 89: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/89.jpg)
1. AUDIENCE SIZE
#imbsummit
![Page 90: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/90.jpg)
SIZE IS RELATIVE
![Page 91: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/91.jpg)
#imbsummit
![Page 92: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/92.jpg)
@JKROHRS
![Page 93: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/93.jpg)
![Page 94: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/94.jpg)
![Page 95: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/95.jpg)
2. AUDIENCE ENGAGEMENT
#imbsummit
![Page 96: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/96.jpg)
ENGAGEMENT =
ATTENTION
#imbsummit
![Page 97: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/97.jpg)
ENGAGEMENT =
ACTIONABLE DATA
#imbsummit
![Page 98: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/98.jpg)
ENGAGEMENT =
VISIBILITY & DELIVERABILITY
#imbsummit
![Page 99: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/99.jpg)
3. AUDIENCE VALUE
#imbsummit
![Page 100: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/100.jpg)
VALUE = VALUE TO YOU
(OR YOUR CLIENTS)
#imbsummit
![Page 101: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/101.jpg)
![Page 102: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/102.jpg)
LCV: LIFETIME CUSTOMER VALUE
#imbsummit
![Page 103: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/103.jpg)
THE AUDIENCE
IMPERATIVE USE 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
![Page 104: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/104.jpg)
WHAT YOU MUST UNDERSTAND IS THAT MY VOICE
COMES FROM THE ENERGY OF THE AUDIENCE. THE
BETTER THEY ARE, THE BETTER I GET.
-- Freddy Mercury
#imbsummit
![Page 105: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/105.jpg)
THIS IS THE HYBRID
MARKETING ERA
#imbsummit
![Page 106: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/106.jpg)
PAID MEDIA
#imbsummit
![Page 107: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/107.jpg)
@JKROHRS FOSSIL FUEL
![Page 108: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/108.jpg)
OWNED MEDIA
![Page 109: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/109.jpg)
RENEWABLE ENERGY
![Page 110: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/110.jpg)
EARNED MEDIA
![Page 111: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/111.jpg)
@JKROHRS
KINETIC ENERGY
#imbsummit
![Page 112: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/112.jpg)
THE HYBRID MARKETING
ENERGY GENERATION
#imbsummit
![Page 113: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/113.jpg)
WE
MUST
DEMAND
MORE
FROM
OUR
PAID &
OWNED
MEDIA
#imbsummit
![Page 114: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/114.jpg)
MOMENTS MATTER!
![Page 115: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/115.jpg)
#imbsummit
![Page 116: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/116.jpg)
#imbsummit
![Page 117: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/117.jpg)
#imbsummit
![Page 118: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/118.jpg)
@JKROHRS
![Page 119: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/119.jpg)
![Page 120: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/120.jpg)
MOMENT MAKERS
![Page 121: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/121.jpg)
CONNECTIVITY MOBILE
SOCIAL DATA
![Page 122: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/122.jpg)
CONNECTIVITY
SOCIAL DATA
BILLION eMarketer Dec 2013
![Page 123: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/123.jpg)
SOCIAL DATA
BILLION ABI Research 2013 BILLION eMarketer Dec 2013
![Page 124: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/124.jpg)
DATA
BILLION ABI Research 2013 BILLION eMarketer Dec 2013
% Pew Research Sept
2013
![Page 125: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/125.jpg)
BILLION ABI Research 2013 BILLION eMarketer Dec 2013
% Pew Research Sept 2013
7% 1% IDC May 2014
34%
![Page 126: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/126.jpg)
CONNECTIVITY MOBILE
SOCIAL DATA
MOMENT MAKERS
![Page 127: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/127.jpg)
MAKE THE
SALE
BUILD YOUR
AUDIENCE
INCREASE BRAND
LOYALTY
![Page 128: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/128.jpg)
OPTIMIZE KNOWN MOMENTS
UNCOVER HIDDEN MOMENTS
CREATE
NEW MOMENTS
#imbsummit
![Page 129: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/129.jpg)
OPTIMIZE KNOWN MOMENTS
#imbsummit
![Page 130: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/130.jpg)
A moment that transforms fans into stars…
#imbsummit
![Page 131: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/131.jpg)
…and storytellers
…and brands into memes.
![Page 132: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/132.jpg)
A moment that yields 15K+ email subscribers per week ($450K value/wk)
#imbsummit
![Page 133: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/133.jpg)
A RESPONSIVE,
PERSONAL
MOMENT
• <30 seconds opt-in
to receipt
• 18% CTR boost
• 11-15% revenue lift
on design
• 12-18% rev lift on
personalization
@JKROHRS
![Page 134: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/134.jpg)
200K+ Entries in 60s
5.4M Hashtag Uses
2.6B TW Impressions
+211K TW Followers 12x Web Traffic
A moment that transforms passive viewers into active amplifiers.
@JKROHRS
![Page 135: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/135.jpg)
OPTIMIZE KNOWN MOMENTS
#imbsummit
![Page 136: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/136.jpg)
UNCOVER HIDDEN MOMENTS
![Page 137: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/137.jpg)
#imbsummit
![Page 138: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/138.jpg)
@JKROHRS #imbsummit
![Page 139: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/139.jpg)
A moment that generates “Super” sales and a proprietary audience.
#imbsummit
![Page 140: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/140.jpg)
#imbsummit
![Page 141: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/141.jpg)
#imbsummit
![Page 142: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/142.jpg)
$35 Online Sale Transformed
into $800 In-Store Upsell
A moment to connect, serve & upsell.
![Page 143: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/143.jpg)
#imbsummit
![Page 144: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/144.jpg)
@JKROHRS
![Page 145: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/145.jpg)
![Page 146: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/146.jpg)
A moment to network, increase reach & build an audience of business travelers.
![Page 147: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/147.jpg)
UNCOVER HIDDEN MOMENTS
#imbsummit
![Page 148: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/148.jpg)
CREATE
NEW MOMENTS
#imbsummit
![Page 149: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/149.jpg)
#imbsummit
![Page 150: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/150.jpg)
@JKROHRS
![Page 151: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/151.jpg)
#imbsummit
![Page 152: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/152.jpg)
A moment to steal the sale & increase customer loyalty.
#imbsummit
![Page 153: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/153.jpg)
![Page 154: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/154.jpg)
A moment to build loyalty, good will & a $5.7B economic impact
![Page 155: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/155.jpg)
#imbsummit
![Page 156: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/156.jpg)
![Page 157: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/157.jpg)
#imbsummit
![Page 158: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/158.jpg)
#imbsummit
![Page 159: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/159.jpg)
#imbsummit
![Page 160: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/160.jpg)
#imbsummit
![Page 161: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/161.jpg)
#imbsummit #imbsummit
![Page 162: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/162.jpg)
A moment to provide real-time inventory, increase sales, boost customer sat. & uncover new product opportunities.
![Page 163: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/163.jpg)
CONNECTIVITY MOBILE
SOCIAL DATA
MOMENT MAKERS
![Page 164: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/164.jpg)
OPTIMIZE KNOWN MOMENTS
UNCOVER HIDDEN MOMENTS
CREATE
NEW MOMENTS
#imbsummit
![Page 165: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/165.jpg)
MAKE THE
SALE
BUILD YOUR
AUDIENCE
INCREASE BRAND
LOYALTY
![Page 166: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/166.jpg)
THE HYBRID MARKETING
ENERGY GENERATION
@JKROHRS #imbsummit
![Page 167: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/167.jpg)
THE AUDIENCE
IMPERATIVE USE 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
![Page 168: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/168.jpg)
@JKROHRS #imbsummit
![Page 169: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/169.jpg)
#imbsummit
24.6M
23.8M
62.3M
![Page 170: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/170.jpg)
#imbsummit
![Page 171: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/171.jpg)
THE AUDIENCE
IMPERATIVE USE 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
![Page 172: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/172.jpg)
![Page 173: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/173.jpg)
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.
-- @Springsteen
![Page 174: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/174.jpg)
ABBA: ALWAYS BE
BUILDING AUDIENCES
#imbsummit
![Page 175: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/175.jpg)
WWW.AUDIENCEPRO.COM
![Page 176: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/176.jpg)
JEFFREY K. ROHRS
VP, MARKETING INSIGHTS – SALESFORCE
@JKROHRS
#imbsummit
![Page 177: Talknote: The Rise of Audiences as Brand Assets](https://reader030.vdocuments.us/reader030/viewer/2022032619/55c36d40bb61ebfe778b4730/html5/thumbnails/177.jpg)
AUDIENCE: THE FLIP-SIDE OF
CONTENT
MARKETING
APRIL 2014