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Marketingland.Com Digital Summit Session #Smx #Ms5 - Email & The Audience Imperative Presentation By Jeffrey K. Rohrs @Jkrohrs Of Exacttarget Watch the video of this presentation here: http://marketingland.com/email-audience-imperative-78443
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AND THE
AUDIENCE
IMPERATIVE
JEFFREY K. ROHRS
VP, MARKETING INSIGHTS – EXACTTARGET
@JKROHRS
WWW.AUDIENCEPRO.COM
@AUDIENCEPRO
AUDIENCE
DIRECT - LOW-COST - IMMEDIATE
MEASURABLE - SHAREABLE
MATT FISH
@MELTBARGRILLED
MATT GETS AUDIENCE
AUDIENCE
ASSUMPTION
DISORDER
@JKROHRS
@JKROHRS
PUBLICATION
IS NOT
DISTRIBUTION
“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
CONTENT MARKETING & PROPRIETARY AUDIENCE DEVELOPMENT ARE DIFFERENT
SIDES OF THE SAME COIN.
@JKROHRS
PROPRIETARY AUDIENCE DEVELOPMENT
IS A COMPREHENSIVE, COLLABORATIVE
& CROSS-CHANNEL EFFORT TO BUILD
DIRECT AUDIENCES THAT YOUR
COMPANY ALONE CAN ACCESS
AUDIENCES ARE ASSETS
EMAIL SUBSCRIBERS
ARE A BUSINESS ASSET
SMS SUBSCRIBERS
ARE A BUSINESS ASSET
YOUTUBE SUBSCRIBERS
ARE A BUSINESS ASSET
FACEBOOK FANS
ARE A BUSINESS ASSET
TWITTER FOLLOWERS
ARE A BUSINESS ASSET
INSTAGRAM FOLLOWERS
ARE A BUSINESS ASSET
PINTEREST FOLLOWERS
ARE A BUSINESS ASSET
1,000,000x $30.00
$30,000,000.00ASSET
THESE GUYS LOVE ASSETS
THE VALUE OF
PROPRIETARY AUDIENCES IS NOT
APPRECIATED BY MOST C-SUITES
MARKETING AS COST-CENTER
MARKETING AS ASSET-GENERATOR
THE AUDIENCE
IMPERATIVEUSE YOUR PAID, OWNED & EARNED
MEDIA TO NOT ONLY SELL IN THE
SHORT TERM BUT ALSO TO INCREASE
THE SIZE, ENGAGEMENT & VALUE OF
YOUR PROPRIETARY AUDIENCES
OVER THE LONG TERM.
<1990 1990s
Events
Direct Fax
Direct Mail
Telephone
1999 2000s 2014TV
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
WhatsApp/SnapChat
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
CHANNEL (R)EVOLUTION
WHAT HAS EMAIL TAUGHT US?
NO AUDIENCE IS PERMANENT
WE MUST ABBA.
(ALWAYS BE BUILDING AUDIENCES)
BIG DATA IS ABOUT BIG RELEVANCE
HEADLINES CAN MISLEAD YOU
93%
58%
12%
IT’S NOT JUST SIZE
(IT’S ENGAGEMENT & VALUE TOO!)
ALL MARKETING IS NOW DIRECT
ATTENTION IS AT A PREMIUM
SPAM IS AN INTERNET PROBLEM
1978
1994
EVOLUTION IS THE KEY TO SURVIVAL
1971
1979
WE NEED MORE THAN EMAIL
MANAGERS
WE NEED MORE THAN COMMUNITY MANAGERS
@JKROHRS
WE NEED ASSET MANAGERS
@JKROHRS
WE NEED DIRECTORS OF
AUDIENCE DEVELOPMENT
@JKROHRS
THE AUDIENCE
IMPERATIVEUSE YOUR PAID, OWNED & EARNED
MEDIA TO NOT ONLY SELL IN THE
SHORT TERM BUT ALSO TO INCREASE
THE SIZE, ENGAGEMENT & VALUE OF
YOUR PROPRIETARY AUDIENCES
OVER THE LONG TERM.
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
JEFFREY K. ROHRS
VP, MARKETING INSIGHTS – EXACTTARGET
@JKROHRS
WWW.AUDIENCEPRO.COM
AND THE
AUDIENCE
IMPERATIVE
