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@JKROHRS
<1990 1990s
Events
Direct Fax
Direct Mail
Telephone
1999 2000s 2013
TV
Radio
Print
Display
IM
Email
Events
Direct Fax
Dire...
THINGS
TENAUDIENCE
IMPERATIVE!
THE
JEFFREY K. ROHRS
VP, MARKETING
@JKROHRS
@JKROHRS
@JKROHRS
WWW.EXACTTARGET.COM/SFF
@JKROHRS
NOV.
11TH
The audience is not
brought to you or given to
you; it's something that
you fight for. You can
forget that, especially if
...
@JKROHRS
<1990 1990s
Events
Direct Fax
Direct Mail
Telephone
1999 2000s 2013
TV
Radio
Print
Display
IM
Email
Events
Direct Fax
Dire...
PROPRIETARY
AUDIENCE
DEVELOPMENT IS
NOW A CORE
MARKETING
RESPONSIBILITY.
@JKROHRS
(permission-based email marketers
will inherit the earth)
PROPRIETARY
AUDIENCES
ARE NOT OWNED.
THEY ARE
EARNED.
THEY ARE BUILT.
THEY ARE
NURTURED.
@JKROHRS
THEY ARE
DIRECT AND
COST-EFFECTIVE.
THE BEST
OFFER
ATTENTION
AT THE
PUSH OF
A BUTTON.
THEY ARE
CRITICAL
BUSINESS
ASSETS.
@JKROHRS
TO USE PAID, OWNED & EARNED
MEDIA NOT ONLY TO SELL BUT
ALSO TO INCREASE THE SIZE,
ENGAGEMENT & VALUE OF YOUR
PROPRIETARY A...
SIZEENGAGEMENT
& VALUE
YOUR PROPRIETARY
AUDIENCES
LONG-
TERM
PAIDOWNED
& EARNED
MEDIA
WHAT ARE THESE
PROPRIETARY
AUDIENCES?
@JKROHRS
SEEKERS
AMPLIFIERS
JOINERS
SUBSCRIBERS
FANS
FOLLOWERS
93%
58%
12%
TO USE PAID, OWNED & EARNED
MEDIA NOT ONLY TO SELL BUT
ALSO TO INCREASE THE SIZE,
ENGAGEMENT & VALUE OF YOUR
PROPRIETARY A...
@JKROHRS
NOV.
11TH
@JKROHRS
@JKROHRS
PAIDOWNED
& EARNED
MEDIA
PAID MEDIA
@JKROHRS
OWNED MEDIA
EARNED MEDIA
THE HYBRID
MARKETING ERA
@JKROHRS
@EXACTTARGET
@JKROHRS
MOMENTS
MATTER!
@JKROHRS
SIZEENGAGEMENT
& VALUE
@JKROHRS
SIZE
@JKROHRS
@JKROHRS
ENGAGEMENT
@JKROHRS
ENGAGEMENT EQUALS
DELIVERABILITY
@JKROHRS
ENGAGEMENT EQUALS
VISIBILITY
@JKROHRS
ENGAGEMENT
EQUALS
USAGE
@JKROHRS
VALUE
@JKROHRS
@JKROHRS
VALUE =VALUE
TO YOU
@JKROHRS
LONG-TERM
TO USE PAID, OWNED & EARNED
MEDIA NOT ONLY TO SELL BUT
ALSO TO INCREASE THE SIZE,
ENGAGEMENT & VALUE OF YOUR
PROPRIETARY A...
MY
QUESTIONS
FOR YOU
ARE YOU TREATING
YOUR AUDIENCES
AS ASSETS OR
AFTERTHOUGHTS?
1
@JKROHRS
2 ARE YOU
BUILDING
AUDIENCES
EVERY DAY?
@JKROHRS
WHO OWNS YOUR
AUDIENCE
DEVELOPMENT
EFFORTS?
@JKROHRS
3
THINGS
TENAUDIENCE
IMPERATIVE!
THE
JEFFREY K. ROHRS
VP, MARKETING
@JKROHRS
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
8-22-13 Presentation by ExactTarget's Jeff Rohrs
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8-22-13 Presentation by ExactTarget's Jeff Rohrs

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8-22-13 Presentation by ExactTarget's Jeff Rohrs

  1. 1. @JKROHRS
  2. 2. <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
  3. 3. THINGS TENAUDIENCE IMPERATIVE! THE JEFFREY K. ROHRS VP, MARKETING @JKROHRS
  4. 4. @JKROHRS
  5. 5. @JKROHRS
  6. 6. WWW.EXACTTARGET.COM/SFF
  7. 7. @JKROHRS NOV. 11TH
  8. 8. 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
  9. 9. @JKROHRS
  10. 10. <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
  11. 11. PROPRIETARY AUDIENCE DEVELOPMENT IS NOW A CORE MARKETING RESPONSIBILITY.
  12. 12. @JKROHRS (permission-based email marketers will inherit the earth)
  13. 13. PROPRIETARY AUDIENCES ARE NOT OWNED. THEY ARE EARNED.
  14. 14. THEY ARE BUILT.
  15. 15. THEY ARE NURTURED.
  16. 16. @JKROHRS THEY ARE DIRECT AND COST-EFFECTIVE.
  17. 17. THE BEST OFFER ATTENTION AT THE PUSH OF A BUTTON.
  18. 18. THEY ARE CRITICAL BUSINESS ASSETS.
  19. 19. @JKROHRS
  20. 20. 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
  21. 21. SIZEENGAGEMENT & VALUE YOUR PROPRIETARY AUDIENCES LONG- TERM PAIDOWNED & EARNED MEDIA
  22. 22. WHAT ARE THESE PROPRIETARY AUDIENCES? @JKROHRS
  23. 23. SEEKERS
  24. 24. AMPLIFIERS
  25. 25. JOINERS
  26. 26. SUBSCRIBERS
  27. 27. FANS
  28. 28. FOLLOWERS
  29. 29. 93% 58% 12%
  30. 30. 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
  31. 31. @JKROHRS NOV. 11TH @JKROHRS
  32. 32. @JKROHRS PAIDOWNED & EARNED MEDIA
  33. 33. PAID MEDIA
  34. 34. @JKROHRS
  35. 35. OWNED MEDIA
  36. 36. EARNED MEDIA
  37. 37. THE HYBRID MARKETING ERA
  38. 38. @JKROHRS @EXACTTARGET
  39. 39. @JKROHRS
  40. 40. MOMENTS MATTER!
  41. 41. @JKROHRS SIZEENGAGEMENT & VALUE
  42. 42. @JKROHRS SIZE
  43. 43. @JKROHRS
  44. 44. @JKROHRS ENGAGEMENT
  45. 45. @JKROHRS ENGAGEMENT EQUALS DELIVERABILITY
  46. 46. @JKROHRS ENGAGEMENT EQUALS VISIBILITY
  47. 47. @JKROHRS ENGAGEMENT EQUALS USAGE
  48. 48. @JKROHRS VALUE
  49. 49. @JKROHRS
  50. 50. @JKROHRS VALUE =VALUE TO YOU
  51. 51. @JKROHRS LONG-TERM
  52. 52. 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
  53. 53. MY QUESTIONS FOR YOU
  54. 54. ARE YOU TREATING YOUR AUDIENCES AS ASSETS OR AFTERTHOUGHTS? 1 @JKROHRS
  55. 55. 2 ARE YOU BUILDING AUDIENCES EVERY DAY? @JKROHRS
  56. 56. WHO OWNS YOUR AUDIENCE DEVELOPMENT EFFORTS? @JKROHRS 3
  57. 57. THINGS TENAUDIENCE IMPERATIVE! THE JEFFREY K. ROHRS VP, MARKETING @JKROHRS

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