This document discusses strategies for growing revenue by either doubling the audience through scale or converting more existing audience members into buyers through efficiency. While doubling the audience via scale through advertising is cheaper, doubling the audience via efficiency through sophisticated customer relationship marketing is more difficult. New technologies allow pursuing both strategies by first using data to understand customer motivations and improve efficiency, then applying those insights at scale through algorithms and analytics to acquire new audiences likely to purchase. However, the document cautions that audiences may not scale indefinitely and a balanced approach considering awareness, relationships, and social factors is ultimately needed.

1. This is 100% of your current audience

2. Not all of them buy your products and servicesSome of them bought once but have not done so again Some like your advertising and have clicked on banners Some come to your site to look at contentSome just browse

3. Most of your revenue comes from a small group, say 33%

4. So, how do you grow?

6. The solution: Technology to the rescue!The phenomena of real time bidding (RTB), supply side platforms (SSPs) and demand side platforms (DSPs) and a host of other alphabetic technologies were supposed to allow marketers to do both…first via efficiency, then through scale

7. First get efficient: Learn what motivates your audience to buy Through testing, you can understand what motivate these folks to buy, then… …apply those lessons to the rest of the audience, and, Voila!... You have the insights and data you need to convert more browsers into buyers...there’s your efficiency

8. Now Scale it! Apply algorithms, appended data and smart analytics to acquire new audiences that are more likely to buy your products and services.In other words, stop wasting your money attracting the people who merely browse. Only acquire the buyers…and get them every time!

9. Point your rtb/ssp/dsp at more profitable audiences Media buying and selling technologies give you efficiency in buying at scale

10. One day, and soon!, you can be 100% efficient Machine: “Only acquire purchasing customers”

11. The things is…the audiences don’t scale Yikes! You’re only more efficient.

12. There is no magic potion, or technology Media buying and selling technologies help you manage your marketing portfolio

13. Manage your portfolio. You need to do it all! You need to raise awarenessYou need to get audiences at scale You need to be efficientYou need to build relationshipsYou need to be social