The Global Event for Data-Driven Marketers

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The Global Event for Data-Driven Marketers

  1. 1. SUBSCRIBERS, FANS & FOLLOWERS: Marketing’s Audience-Building Imperative Jeffrey K. Rohrs VP, Marketing Insights ExactTarget, a salesforce.com company Author AUDIENCE: Marketing in the Age of Subscribers, Fans & Followers
  2. 2. @JKROHRS
  3. 3. @JKROHRS @JKROHRS
  4. 4. @JKROHRS
  5. 5. WWW.EXACTTARGET.COM/SFF
  6. 6. NOV . 11T H @JKROHRS
  7. 7. The audience is not brought to you or given to you; it's something that you fight for. You can forget that, especially if you've 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
  8. 8. @JKROHRS
  9. 9. <1990 1990s Events Direct Fax Direct Mail Telephone 1999 2000s 2013 TV Radio Print Display IM Email Events Direct Fax Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display IM Email Events Direct Fax Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing Mobile Email SMS IM Email Events Direct Fax Direct Mail Telephone 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/Poke Apps/Push Notifications Group Texting Social DM Voice Marketing Mobile Email SMS + MMS IM Events Email Direct Fax Direct Mail Telephone 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 Widgets Twitter Mobile Apps Geolocation Pinterest MARKETING (R)EVOLUTION
  10. 10. PROPRIETARY AUDIENCE DEVELOPMENT IS NOW A CORE MARKETING RESPONSIBILITY.
  11. 11. (permission-based marketers will inherit the earth) @JKROHRS
  12. 12. PROPRIETARY AUDIENCES ARE NOT OWNED. THEY ARE EARNED. @JKROHRS
  13. 13. THEY ARE BUILT.
  14. 14. THEY ARE NURTURED. @JKROHRS
  15. 15. THEY ARE DIRECT AND COST-EFFECTIVE. @JKROHRS
  16. 16. THE BEST OFFER ATTENTION AT THE PUSH OF A BUTTON. @JKROHRS
  17. 17. THEY ARE CRITICAL BUSINESS ASSETS. @JKROHRS
  18. 18. @JKROHR@JKROHRS
  19. 19. TO USE PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG-TERM. @JKROHRS AUDIENCE IMPERATIVE! THE
  20. 20. SIZEENGAGEME NT YOUR PROPRIETARY AUDIENC ES LONG- TERM PAIDOWNED & EARNED MEDIA
  21. 21. WHO ARE THESE PROPRIETARY AUDIENCES? @JKROHRS
  22. 22. SEEKERS @JKROHRS
  23. 23. AMPLIFIERS
  24. 24. JOINERS
  25. 25. SUBSCRIBERS
  26. 26. FANS
  27. 27. FOLLOWERS
  28. 28. 93% 58% 12% @JKROHRS
  29. 29. PAIDOWNED & EARNED MEDIA @JKROHRS
  30. 30. PAID MEDIA @JKROHRS
  31. 31. @JKROHR @JKROHRS
  32. 32. OWNED MEDIA @JKROHRS
  33. 33. @JKROHRS
  34. 34. EARNED MEDIA @JKROHRS
  35. 35. @JKROHRS THE HYBRID MARKETING ERA
  36. 36. @JKROHRS @EXACTTARGET @JKROHRS
  37. 37. @JKROHRS @JKROHRS
  38. 38. @JKROHRS
  39. 39. @JKROHRS
  40. 40. @JKROHRS
  41. 41. MOMENTS MATTER! @JKROHRS
  42. 42. SIZE ENGAGEME NT & VALUE @JKROHRS
  43. 43. SIZE @JKROHRS
  44. 44. @JKROHR
  45. 45. @JKROHRS
  46. 46. ENGAGEMENT
  47. 47. @JKROHRS
  48. 48. ENGAGEMENT EQUALS DELIVERABILITY @JKROHRS
  49. 49. ENGAGEMENT EQUALS VISIBILITY @JKROHRS
  50. 50. ENGAGEMENT EQUALS USAGE @JKROHRS
  51. 51. VALUE @JKROHRS
  52. 52. @JKROHR
  53. 53. VALUE =VALUE TO YOU @JKROHRS
  54. 54. LONG-TERM @JKROHRS
  55. 55. @JKROHRS
  56. 56. @JKROHRS
  57. 57. @JKROHRS
  58. 58. @JKROHRS
  59. 59. TO USE PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG-TERM. @JKROHRS AUDIENCE IMPERATIVE! THE
  60. 60. MY QUESTIONS FOR YOU
  61. 61. ARE YOU TREATING YOUR AUDIENCES AS ASSETS OR AFTERTHOUGHTS? 1 @JKROHRS
  62. 62. 2 ARE YOU BUILDING AUDIENCES EVERY DAY? @JKROHRS
  63. 63. WHO OWNS YOUR AUDIENCE DEVELOPMENT EFFORTS? 3 @JKROHRS
  64. 64. @JKROHR NOV. 11TH AUDIENCEPRO.COM @JKROHRS

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