The document discusses how audiences are valuable assets for companies and should be treated as such. It emphasizes that companies need to focus on developing proprietary audiences through their content marketing, using paid, owned, and earned media to increase audience size, engagement, and value over the long term, not just for short term sales. Developing audiences requires taking a long term approach and treating audience growth and health as a core marketing responsibility on par with financial reporting.
7. “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
13. CONTENT MARKETING &
PROPRIETARY AUDIENCE DEVELOPMENT
ARE DIFFERENT SIDES OF THE SAME COIN.
14.
15. 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
53. 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.
54. 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
55. 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
78. 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
102. 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
118. Events
Direct Fax
Direct Mail
Telephone
<1990 1990s
1999 2000s 2014
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/WeChat
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
In-Game Advertising
Widgets
Twitter
Mobile Apps
Geolocation
Pinterest
Vine
CHANNEL (R)EVOLUTION
135. 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
140. 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.
148. 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.
-- @Springsteen
Editor's Notes
Econsultancy Quarterly Intelligence Briefing: Digital Trends for 2013
Figure 1: What do you regard as the most important opportunity in 2013?
24.6M subscribers in June 2011
23.8M subscribers in Sept 2011
As of June 2013, Netflix has 29.8M subscribers.
Here to talk about one thing today. Audience.
Here to talk about one thing today. Audience.
Here to talk about one thing today. Audience.
Here to talk about one thing today. Audience.
Seth Casteel, the photographer who with some of his last money in the bank purchased an underwater camera and shot pictures of underwater dogs. The day after he posted them, he had thousands of dollars in his account thanks to social sharing from those who found the pictures funny. A career was made.
Here to talk about one thing today. Audience.
Econsultancy Quarterly Intelligence Briefing: Digital Trends for 2013
Figure 1: What do you regard as the most important opportunity in 2013?
The YouTube personality with the most subscribers isn’t Justin Bieber (8 million) or Rihanna (12.5 million). That honor goes to a 24-year-old Swede named Felix Kjellberg, better known by his YouTube handle, PewDiePie.
PewDiePie doesn’t sing or dance, no. PewDiePie has made his name—and a fortune—posting videos of himself playing video games. In one November video, for instance, he plays the Xbox Indie game “Techno Kitten Adventure,” helping a feline avatar navigate dangerous terrain filled with unicorns and narwhals, and shrieking in frustration each time his cat crashes into an obstacle.
“What am I supposed to do?” he wails shortly before his grey kitten with a jetpack dies. “It doesn’t get more hardcore than this.”
http://www.theatlantic.com/business/archive/2014/03/this-guy-makes-millions-playing-video-games-on-youtube/284402/
Seth Herzog, warm-up comedian for Late Night with Jimmy Fallon.
Seth Herzog, warm-up comedian for Late Night with Jimmy Fallon.
Thanks to our volunteer
Here to talk about one thing today. Audience.
24.6M subscribers in June 2011
23.8M subscribers in Sept 2011
As of June 2013, Netflix has 29.8M subscribers.
