Proprietary audience development is now a core marketing responsibility. Every company needs audiences to survive. They are where you find new customers and develop more profitable relationships. And yet, most companies today treat their email, mobile, and social media audiences like afterthoughts instead of the corporate assets they are. With AUDIENCE, Jeff Rohrs seeks to change this dynamic through adoption of The Audience Imperative. This powerful mandate challenges all companies to use their paid, owned, and earned media to not only sell in the short-term but also increase the size, engagement, and value of their proprietary audiences over the long-term. As content marketing professionals have discovered, the days of build it and they will come are long gone. If you re looking for a way to gain a lasting advantage over your competition, look no further and start building your email, Facebook, Google, Instagram, mobile app, SMS, Twitter, website, and YouTube audiences to last.
JEFFREY K. ROHRS is a recovering attorney, life-long Cleveland sports fan/victim, and pied piper of common-sense marketing advice. As VP of Marketing Insights for ExactTarget, a salesforce.com company, he co-created and produces the award-winning SUBSCRIBERS, FANS & FOLLOWERS Research Series the world's first and longest-running examination of consumer relationships with brands through email, mobile, and social channels.
Foreword Scott Dorsey ix Introduction: Why AUDIENCE? 1 Part I: The Audience Imperative 5 Chapter 1 Audiences as Assets: Think Like The Boss 7 Chapter 2 The Audience Imperative: Our Hybrid Source of Business Energy 17 Chapter3 Your Proprietary Audiences: Seekers, Amplifi ers & Joiners 26 Chapter 4 The VIP Joiners: Subscribers, Fans & Followers 41 Chapter 5 Beyond Don Draper: Paid, Owned & Earned Media 56 Chapter 6 Increase What Matters: Size, Engagement & Value 70 Chapter 7 A Larger Font: Our Long-Term Responsibilities 91 Part II: The Audience Channels 101 Chapter 8 Website: Marketing s Magnetic Center 103 Chapter 9 Email: The Bedrock Audience 109 Chapter 10 Facebook: Making It Personal 114 Chapter 11 Twitter: Real-Time Characters 121 Chapter 12 Blogs: A Website by Another Name 127 Chapter 13 Mobile Apps: Audiences on the Go 133 Chapter 14 LinkedIn: The Professional Audience 139 Chapter 15 YouTube: Internet Built the Video Star 144 Chapter 16 Google+: The Great Unknown 149 Chapter 17 Pinterest: A Collection of Beautiful Followers 153 Chapter 18 SMS: Cutting through the Clutter 158 Chapter 19 Instagram: Moving Pictures 163 Chapter 20 Podcasts: Listen Carefully 168 Chapter 21 Other Audience Channels: More? You Want More?!? 172 Part III: The Audience Roadmap 177 Chapter 22 Map & Align: Strategy and Team 179 Chapter 23 Build & Engage: Audiences on Demand 200 Chapter 24 Serve, Honor, Deliver, Surprise & Delight: The Red Velvet Touch 228 Chapter 25 Test & Evolve: What Marketers Can Learn from 5,000 Years of Football 238 Conclusion 247 Notes 249 Acknowledgments 273 Index 275