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More About This Title AUDIENCE: Marketing in the Age of Subscribers, Fans & Followers
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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.
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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.
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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
