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PRESENTED BY KAJAL SHARMA PGDM2/1515
UNIVERSAL BUSINESS SCHOOL,MUMBAI
JEFFREY K.ROHRSMARKETIN G IN THE AGE
OF SUBSCRIBER,
FANS & FOLLOWERS
Who is audience?
A group of people within hearing; specifically a group of people listening to a performance, speech etc. ; the crowd seeing a stage performance.
• create a link to establish common ground between you and the audience
Why audience
• Proprietary audience development s important for product development
• to determine segments of consumers truly support your business and whether they are going to become more than one-purchase customer
The audience is not brought to you or given to you ;its something that you fight for .you can forget that ,specially if you have 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
Audience are valuable business assets :think like bossRight message to right person can
change proprietary audience to paying customers
No audience is owned :they can leave any time they want
The audience imperative :our hybrid source of business energy
Consumers are the fundamental source of business energyAttention is the precious natural resource that all companies are struggling to acquire and retain. Advertising is the fossil fuel of marketing.
Proprietary audience Paid,owned and earned media size,engaemnet and value The long term
key concepts
browsers
listeners
readers
visitors
viewers
searchers
shoppers
SEEKERS
Amplifiers are the audience with audience ,and they want to be heard
AmplifiersPersonal benefit
analysts
creatorsinfluence
rs
advocates
sharers
reviewers
joiners
customers
donors
employees
Fans
followers
subscribers
WEBSITES:MARKETING’S MAGNETIC CENTRE
THE BEDROCK AUDIENCE
MAKING IT PERSONAL
THE REAL TIME
CHARACTERS
ABOUT US
AUDIENCE ON THE GO
THE PROFESSIONAL AUDIENCE
WEBSITES
Paid media
OWNED MEDIA
EARNED MEDIA
Better and bigger
Size
engagement
value
The Audience Is The Most Revered Member Of The Theatre Without Audience There Is No THEATRE
---------------VIOLA SPOLIN
TEAMMAP
STARTEGY
o Increase earned media
o Increase marketing generated sales
o Increase marketing efficiencyo Increase customer satisfactiono Decrease customer service cost
PAD goals
ARTICULATE PAD STARTEGY
The red velvet touchSERVE
HONOUR
DELIVER
SURPRIZEDELIGHT
AUDIENCE IS STILL ELECTRIC TODAY .THEY ARE WILING TO GENERATE ALL OF THE ENERGY YOUR COMPANY NEED TO THRIVE .YOUR CHALLENGE –
AND THAT OF EVERY MARKETERER IS TO STEP OFF THE STAGE EACH NIGHT WITH MORE
SEEKERS ,AMPLIFIERS AND JOINERS THAT YOU START WITH