Email and The Audience Imperative by Jeffrey Rohrs

13,378 views

Published on

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

Published in: Marketing

Email and The Audience Imperative by Jeffrey Rohrs

  1. EMAIL AND THE AUDIENCE IMPERATIVE
  2. JEFFREY K. ROHRS VP, MARKETING INSIGHTS – EXACTTARGET @JKROHRS
  3. WWW.AUDIENCEPRO.COM @AUDIENCEPRO
  4. AUDIENCE
  5. DIRECT - LOW-COST - IMMEDIATE MEASURABLE - SHAREABLE
  6. MATT FISH @MELTBARGRILLED
  7. MATT GETS AUDIENCE
  8. AUDIENCE ASSUMPTION DISORDER
  9. @JKROHRS
  10. @JKROHRS PUBLICATION IS NOT DISTRIBUTION
  11. “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
  12. CONTENT MARKETING & PROPRIETARY AUDIENCE DEVELOPMENT ARE DIFFERENT SIDES OF THE SAME COIN. @JKROHRS
  13. PROPRIETARY AUDIENCE DEVELOPMENT IS A COMPREHENSIVE, COLLABORATIVE & CROSS-CHANNEL EFFORT TO BUILD DIRECT AUDIENCES THAT YOUR COMPANY ALONE CAN ACCESS
  14. AUDIENCES ARE ASSETS
  15. EMAIL SUBSCRIBERS ARE A BUSINESS ASSET
  16. SMS SUBSCRIBERS ARE A BUSINESS ASSET
  17. YOUTUBE SUBSCRIBERS ARE A BUSINESS ASSET
  18. FACEBOOK FANS ARE A BUSINESS ASSET
  19. TWITTER FOLLOWERS ARE A BUSINESS ASSET
  20. INSTAGRAM FOLLOWERS ARE A BUSINESS ASSET
  21. PINTEREST FOLLOWERS ARE A BUSINESS ASSET
  22. 1,000,000 x $30.00 $30,000,000.00 ASSET
  23. THESE GUYS LOVE ASSETS
  24. THE VALUE OF PROPRIETARY AUDIENCES IS NOT APPRECIATED BY MOST C-SUITES
  25. MARKETING AS COST-CENTER
  26. MARKETING AS ASSET-GENERATOR
  27. 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.
  28. <1990 1990s Events Direct Fax Direct Mail Telephone 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 WhatsApp/SnapChat 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
  29. WHAT HAS EMAIL TAUGHT US?
  30. NO AUDIENCE IS PERMANENT
  31. WE MUST ABBA. (ALWAYS BE BUILDING AUDIENCES)
  32. BIG DATA IS ABOUT BIG RELEVANCE
  33. HEADLINES CAN MISLEAD YOU
  34. 93% 58% 12%
  35. IT’S NOT JUST SIZE (IT’S ENGAGEMENT & VALUE TOO!)
  36. ALL MARKETING IS NOW DIRECT
  37. ATTENTION IS AT A PREMIUM
  38. SPAM IS AN INTERNET PROBLEM
  39. 1978
  40. 1994
  41. EVOLUTION IS THE KEY TO SURVIVAL
  42. 1971
  43. 1979
  44. WE NEED MORE THAN EMAIL MANAGERS
  45. WE NEED MORE THAN COMMUNITY MANAGERS @JKROHRS
  46. WE NEED ASSET MANAGERS @JKROHRS
  47. WE NEED DIRECTORS OF AUDIENCE DEVELOPMENT @JKROHRS
  48. 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.
  49. 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
  50. JEFFREY K. ROHRS VP, MARKETING INSIGHTS – EXACTTARGET @JKROHRS
  51. WWW.AUDIENCEPRO.COM
  52. EMAIL AND THE AUDIENCE IMPERATIVE

×