Why Growing, Engaging, and Retaining Customers Is Your #1 Audience Imperative

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Learn why audience development is at the core of marketing today, and why this focus is the core responsibility for each and every marketer, from the CEO and CMO, to marketing directors and managers, down to on-the-front-line staff.

Hear from "Audience" author Jeffery Rohrs, Vice President of Marketing with ExactTarget, about how marketing has changed over the past decade to one of subscribers, followers, and fans, and why consumers want more from companies than just services and products; they want content and thought leadership.

Learn some great reminders of why companies need to better understand and deliver upon their specific audience needs, in order to thrive and grow in today’s hyper-competitive industries.

Drawing from his new book, “Audience,” during this Econsultancy webcast, Jeffrey challenges companies to adopt The Audience Imperative focus – a mandate to use paid, earned and owned media to not only sell, but to engage and retain their audience long-term.

Mike Corak, executive vice president of strategy for ethology, joins the discussion, and provides insight on how “challenger brands” (those sitting in 3rd, 4th and 5th place) don't have to play behind anymore in this new audience-focused world. Mike discusses ways to better engage with your audience, build deeper relationships and loyalty, and attract new customers by successfully activating those customers who are your company's biggest promoters.

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  • Here to talk about one thing today. Audience.
  • 24.6M subscribers in June 201123.8M subscribers in Sept 2011As of June 2013, Netflix has 29.8M subscribers.
  • Econsultancy Quarterly Intelligence Briefing: Digital Trends for 2013Figure 1: What do you regard as the most important opportunity in 2013?
  • Econsultancy Quarterly Intelligence Briefing: Digital Trends for 2013Figure 1: What do you regard as the most important opportunity in 2013?
  • Econsultancy Quarterly Intelligence Briefing: Digital Trends for 2013Figure 1: What do you regard as the most important opportunity in 2013?
  • Econsultancy Quarterly Intelligence Briefing: Digital Trends for 2013Figure 1: What do you regard as the most important opportunity in 2013?
  • Scott Wade’s “Dirty Car Art”
  • Scott Wade’s “Dirty Car Art”
  • Scott Wade’s “Dirty Car Art”
  • Why Growing, Engaging, and Retaining Customers Is Your #1 Audience Imperative

    1. 1. 2014 Webinar Series Wednesday, February 12, 2014 Why Growing, Engaging, and Retaining Customers Is Your #1 Audience Imperative
    2. 2. Why Growing, Engaging, and Retaining Customers Is Your #1 Audience Imperative Learn why audience development is at the core of marketing today, and why this focus is the core responsibility for each and every marketer, from the CEO and CMO, to marketing directors and managers, down to on-the-front-line staff. Hear from "Audience" author Jeffery Rohrs, vice president of marketing with ExactTarget, how marketing has changed over the past decade to one of subscribers, followers, and fans, and why consumers want more from companies than just services and products; they want content and thought leadership. Drawing from his new book, “Audience,” during this eConsultancy webcast, Jeffrey will challenge companies to adopt The Audience Imperative focus – a mandate to use paid, earned and owned media to not only sell, but to engage and retain their audience long-term. Mike Corak, executive vice president of strategy for ethology, will join and discuss how “challenger brands” (those sitting in 3rd, 4th and 5th place) don't have to play behind anymore in this new audience-focused world. David Tradewell, vice president of client engagement with eConsultancy, will moderate the webcast. | 2 #audienceET
    3. 3. What We Hope You Learn Today! 1. How to start thinking about and adopting The Audience Imperative; 2. How Challengers Brands don't have to play from behind anymore; and 3. The importance of research and audience development to drive branding, sales and loyalty/retention. | 3 #audienceET
    4. 4. Today’s Speakers Jeffrey Rohrs, VP of Marketing | ExactTarget Jeff is a recovering attorney, bacon-lover, and Diet Coke addict who heads up ExactTarget’s Marketing Insights Team—a rag-tag bunch of awesome folks specializing in content marketing, social media, and thought-leadership. For the past four years, he has produced the award-winning SUBSCRIBERS, FANS & FOLLOWERS Research Series—the world’s first and longest-running examination of the changing nature of consumer relationships with brands through email, mobile, and social channels. His first book, AUDIENCE: Marketing in the Age of Subscribers, Fans & Followers, establishes audiences as critical business assets and challenges marketers to embrace a new, permanent responsibility: Proprietary Audience Development. When not pondering marketing’s complexities, Jeff can be found on the North Coast of Ohio bemoaning the state of his beloved Cleveland Browns. Twitter @jkrohrs of @ExactTarget Mike Corak – EVP, Strategy | ethology Mike Corak is the Executive Vice President of Strategy at ethology, leading the strategic planning and agency services teams. An agency veteran, Corak has developed and implemented winning digital and integrated strategies for hundreds of companies over his 12-year career, including Coca-Cola, ConAgra Foods, ConocoPhillips, FedEx, Fujitsu, Nike, Office Depot, and Walt Disney. Prior to ethology, Corak led the interactive services, strategy and client management teams at Off Madison Avenue and iCrossing. Corak serves on the board of SEMPO (Search Engine Marketing Professional Organization), helping drive the search industry’s trade group initiatives in research and best practices education. Twitter @mikecorak of @ethology | 4 #audienceET
    5. 5. Today’s Moderator DAVID ST. JOHN TRADEWELL – ECONSULTANCY David has been an advertising, marketing and media professional since the early 1990’s and has more than 17 years experience in digital. He founded the first online advertising team for the Times Supplements Group at News International before joining the original global search engine, AltaVista in 1999. He was part of the founding team of Europe’s leading search and social media specialists, Spannerworks and stayed with the firm after its sale to iCrossing. During his tenure the company became the largest independent digital marketing firm in the world, before being sold to Hearst Media in 2010. David has worked with dozens of global brands and Fortune 500 business such as Coca-Cola, Bank of America, Toyota, eBay, Dell, Pfizer and Unilever. | 5 #audienceET
    6. 6. AUDIENCE MARKETING IN THE AGE OF SUBSCRIBERS, FANS & FOLLOWERS
    7. 7. WWW.AUDIENCEPRO.COM
    8. 8. 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
    9. 9. TAKEAWAY #1: WE ARE THE HYBRID MARKETING GENERATION
    10. 10. FOSSIL FUEL
    11. 11. RENEWABLE ENERGY
    12. 12. KINETIC ENERGY @JKROHRS
    13. 13. HYBRID ENGINEERING
    14. 14. WHERE DOES BUSINESS ENERGY ORIGINATE?
    15. 15. CONSUMERS
    16. 16. WHAT IS MARKETING ENERGY COMPRISED OF?
    17. 17. ATTENTION
    18. 18. SO WHERE DO WE STORE CONSUMER ATTENTION?
    19. 19. AUDIENCES
    20. 20. CHANNEL (R)EVOLUTION Events Direct Fax Direct Mail Telephone IM Email Events Direct Fax Direct Mail Telephone IM Email Events Direct Fax Direct Mail Telephone <1990 Mobile Email SMS IM Email Events Direct Fax Direct Mail Telephone 1990s 1999 2000s TV Radio Print Display TV Radio Print Display Cable TV Website Search Online Display TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing TV Radio Print 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 Apps/Push Notifications Group Texting Social DM Voice Marketing Mobile Email SMS + MMS IM Events Email Direct Fax Direct Mail Telephone 2014 TV Radio Print 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 Twitter Mobile Apps Geolocation Pinterest Vine
    21. 21. PAID MEDIA
    22. 22. OWNED MEDIA
    23. 23. EARNED MEDIA
    24. 24. TAKEAWAY #1: WE ARE THE HYBRID MARKETING GENERATION
    25. 25. TAKEAWAY #2 #AUDIENCES ARE BUSINESS ASSETS @JKROHRS
    26. 26. $545 BILLION USD SOURCE: @EMARKETER
    27. 27. 30 SECONDS $4.5 MILLION USD @JKROHRS
    28. 28. $35B USD @JKROHRS
    29. 29. @JKROHRS
    30. 30. 24.6M 23.8M - 800,000 - 3.2%
    31. 31. $298.73 $64.53 - $234.20 - 78.4%
    32. 32. EMAIL SUBSCRIBERS ARE A BUSINESS ASSET
    33. 33. YOUTUBE SUBSCRIBERS ARE A BUSINESS ASSET
    34. 34. SMS SUBSCRIBERS ARE A BUSINESS ASSET
    35. 35. FACEBOOK FANS ARE A BUSINESS ASSET
    36. 36. TWITTER FOLLOWERS ARE A BUSINESS ASSET
    37. 37. INSTAGRAM FOLLOWERS ARE A BUSINESS ASSET
    38. 38. PINTEREST FOLLOWERS ARE A BUSINESS ASSET
    39. 39. TAKEAWAY #2 #AUDIENCES ARE BUSINESS ASSETS @JKROHRS
    40. 40. TAKEAWAY #3 #AUDIENCES DO NOT BUILD THEMSELVES
    41. 41. THE VALUE OF PROPRIETARY AUDIENCES IS NOT APPRECIATED BY THE AVERAGE C-SUITE
    42. 42. MARKETING AS COST-CENTER
    43. 43. MARKETING AS ASSET GENERATOR
    44. 44. WE FOCUS ON CAMPAIGN-BASED ROI @JKROHRS
    45. 45. INSTEAD OF BIG-PICTURE VALUE
    46. 46. 1,000,000 x $30.00 $30,000,000.00 ASSET
    47. 47. WE NEED MORE THAN COMMUNITY MANAGERS @JKROHRS
    48. 48. WE NEED ASSET MANAGERS @JKROHRS
    49. 49. WE NEED DIRECTORS OF AUDIENCE DEVELOPMENT
    50. 50. TAKEAWAY #3 #AUDIENCES DO NOT BUILD THEMSELVES
    51. 51. TAKEAWAY #4 #WE ARE ALL MEDIA COMPANIES
    52. 52. “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
    53. 53. CONTENT MARKETING & PROPRIETARY AUDIENCE DEVELOPMENT ARE DIFFERENT SIDES OF THE SAME COIN.
    54. 54. TAKEAWAY #4 #WE ARE ALL MEDIA COMPANIES
    55. 55. TAKEAWAY #5 #NO AUDIENCE IS OWNED
    56. 56. AUDIENCE SOVEREIGNITY
    57. 57. AUDIENCES CAN BE PROPREITARY
    58. 58. PROPRIETARY AUDIENCES ARE EXCLUSIVE
    59. 59. THEY ARE BUILT UPON INDIVIDUAL PERMISSION
    60. 60. PERMISSION CAN BE REVOKED
    61. 61. ATTENTION MUST CONSTANTLY BE EARNED
    62. 62. ABBA: ALWAYS BE BUILDING AUDIENCES
    63. 63. TAKEAWAY #5 #NO AUDIENCE IS OWNED
    64. 64. TAKEAWAY #6 #MOMENTS MATTER
    65. 65. @esurance • 200K+ entries in 1st minute • 5.4M hashtag uses • 2.6B social impr. on Twitter • +211K Twitter Followers • 12x web traffic
    66. 66. WE MUST DEMAND MORE FROM OUR PAID & OWNED MEDIA
    67. 67. TAKEAWAY #6 #MOMENTS MATTER
    68. 68. TAKEAWAY #7 #PAID & PROPRIETARY AUDIENCES ARE CONVERGING
    69. 69. TAKEAWAY #7 #PAID & PROPRIETARY AUDIENCES ARE CONVERGING
    70. 70. TAKEAWAY #8 #WINNING COMPANIES WILL STAND ON THEIR AUDIENCE’S SHOULDERS
    71. 71. @JKROHRS
    72. 72. @JKROHRS
    73. 73. TAKEAWAY #8 #WINNING COMPANIES WILL STAND ON THEIR AUDIENCE’S SHOULDERS
    74. 74. TAKEAWAY #9 #AUDIENCE GROWTH MEANS SIZE, ENGAGEMENT & VALUE
    75. 75. SIZE IS RELATIVE
    76. 76. SIZE ALSO MEANS ACTIONABLE DATA
    77. 77. AUDIENCE ENGAGEMENT
    78. 78. ENGAGEMENT = ATTENTION
    79. 79. CHANNEL EXPLOSION Events Direct Fax Direct Mail Telephone <1990 TV Radio Print Display IM Email Events Direct Fax Direct Mail Telephone IM Email Events Direct Fax Direct Mail Telephone 1990s 1999 TV TV Radio Radio Print Print Display Display Cable TV Website Website Search Search Online Display Online DisplayPaid Search Landing Pages Microsites Online Video Mobile Email SMS IM Email Events Direct Fax Direct Mail Telephone SnapChat/WeChat Apps/Push Notifications Group Texting Social DM Voice Marketing Mobile Email SMS + MMS IM Events Email Direct Fax Direct Mail Telephone 2000s 2014 TV TV Radio Print Display Radio Website Search Print Online Display Paid Search Display Landing Pages Microsites Website Online Video Affiliate Marketing Webinars Search Blogs/ RSS Online DisplayPodcasts Contextual Paid Search Wikis Networks Social Mobile Web Landing Behavioral Social Media & Ads Virtual Worlds Pages Widgets Twitter Microsites Mobile Apps Online Video Geolocation Pinterest Vine
    80. 80. PRIMING THE PUMP
    81. 81. AUDIENCE VALUE
    82. 82. VALUE = VALUE TO YOU
    83. 83. LCV: LIFETIME CUSTOMER VALUE
    84. 84. NEV: NET EQUIVALENCY VALUE
    85. 85. CIV: COMPARATIVE INCENTIVE VALUE
    86. 86. TAKEAWAY #9 #AUDIENCE GROWTH MEANS SIZE, ENGAGEMENT & VALUE
    87. 87. TAKEAWAY #10 #PROPRIETARY AUDIENCE DEVELOPMENT IS A LONG-TERM RESPONSIBILITY
    88. 88. WWW.AUDIENCEPRO.COM
    89. 89. JEFFREY K. ROHRS VP, MARKETING INSIGHTS - EXACTTARGET @JKROHRS
    90. 90. | 119 #audienceET
    91. 91. About ethology ethology is an integrated full-service digital marketing agency for evolving brands. The agency offers consumer research, strategy, planning, search, display and social media, email, content and web development, creative and analytic services. www.ethology.com | 120 #audienceET
    92. 92. Thanks for your time Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and ecommerce. Our hub has 180,000+ subscribers worldwide from clients, agencies and suppliers alike. We help our subscribers build their internal capabilities via a combination of research reports and how-to guides, training and development, face-to-face conferences, forums and professional networking. Since 1999 our resources have helped subscribers learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practices and innovation. www.econsultancy.com All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsulancy.com Ltd 2011. | 121

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