This document discusses the importance of audiences for businesses. It defines different types of audiences like seekers, amplifiers, and joiners. Amplifiers are people with their own audiences who can help spread your message. The key challenges are acquiring audiences, sustaining them over time, and turning audiences into customers or donors. Attention is a scarce resource that companies compete for. The goals of marketing should be to increase engagement, sales, efficiency and customer satisfaction while decreasing costs. Building and engaging the right audiences through owned, earned and paid media is important for long term business success.

1. PRESENTED BY
KAJAL SHARMA
PGDM2/1515
UNIVERSAL BUSINESS
SCHOOL,MUMBAI

2. JEFFREY K.ROHRS
MARKETIN G IN
THE AGE OF
SUBSCRIBER,
FANS &
FOLLOWERS

3. Who is audience?
A group of people within hearing; specifically a group of people
listening to a performance, speech etc. ; the crowd seeing a
stage performance.

4. • create a link to establish common ground
between you and the audience
Why audience
• Proprietary audience development s important
for product development
• to determine segments of consumers truly
support your business and whether they are going
to become more than one-purchase customer

5. The audience is not brought to you or given to you ;its something that
you fight for .you can forget that ,specially if you have 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

6. Audience are valuable business assets
:think like boss
Right message to right person can change
proprietary audience to paying customers
No audience is owned :they can leave any
time they want

7. The audience imperative :our hybrid source of
business energy
Consumers are the fundamental source of business energy
Attention is the precious natural resource that all companies are
struggling to acquire and retain. Advertising is the fossil fuel of
marketing.
 Proprietary audience
 Paid,owned and earned media
 size,engaemnet and value
 The long term
key concepts

8. browser
s
listener
s
readers
visitors
viewers
searcher
s
shopper
s
SEEKERS

9. Amplifiers
are the
audience with
audience
,and they want
to be heard
Amplifiers
Personal benefit
analysts
creators
influencers
advocates
sharers
reviewers

10. joiners
customers
donors
employees
Fans
followers
subscribers

11. WEBSITES:MARKETING’S MAGNETIC CENTRE

13. THE BEDROCK AUDIENCE
MAKING IT
PERSONAL

14. THE REAL
TIME
CHARACTERS

15. ABOUT US

16. AUDIENCE
ON
THE
GO

17. THE PROFESSIONAL AUDIENCE

18. WEBSITES

19. Paid media

20. OWNED
MEDIA

21. EARNED MEDIA

22. Better and bigger
Size
engagement
value

23. The Audience Is The Most Revered Member Of The
Theatre Without Audience There Is No THEATRE
---------------VIOLA SPOLIN

24. TEAM
MAP
STARTEGY

25. o Increase earned media
o Increase marketing generated sales
o Increase marketing efficiency
o Increase customer satisfaction
o Decrease customer service cost
PAD goals

26. ARTICULATE PAD STARTEGY

27. The red velvet touch
SERVE
HONOUR
DELIVER
SURPRIZE
DELIGHT

28. AUDIENCE IS STILL ELECTRIC TODAY .THEY ARE
WILING TO GENERATE ALL OF THE ENERGY
YOUR COMPANY NEED TO THRIVE .YOUR
CHALLENGE –AND THAT OF EVERY
MARKETERER IS TO STEP OFF THE STAGE EACH
NIGHT WITH MORE SEEKERS ,AMPLIFIERS AND
JOINERS THAT YOU START WITH