Without an audience, your marketing is a tree falling in the forest that nobody hears. Every single business needs an audience to succeed, and that’s exactly why we pay to reach them through advertising. But what about your proprietary audiences—subscribers, fans, and followers that your company alone can reach? Who is in charge of their development? Their management? Their long-term growth? Join author Jeff Rohrs as he demonstrates why audience may just be one of the most important assets you can build for your brand today.
20. 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
31. “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
#imbsummit
39. <1990 1990s
Events
Direct Fax
Direct Mail
Telephone
1999 2000s 2015
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/Line
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
Periscope/Meerkat
CHANNEL (R)EVOLUTION
63. THE AUDIENCE
IMPERATIVEUSE 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
64. THE AUDIENCE
IMPERATIVEUSE 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
65. THE AUDIENCE
IMPERATIVEUSE 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
88. THE AUDIENCE
IMPERATIVEUSE 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
103. THE AUDIENCE
IMPERATIVEUSE 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
104. WHAT YOU MUST UNDERSTAND IS THAT MY VOICE
COMES FROM THE ENERGY OF THE AUDIENCE. THE
BETTER THEY ARE, THE BETTER I GET.
-- Freddy Mercury
#imbsummit
132. A moment that yields 15K+ email
subscribers per week ($450K value/wk)
#imbsummit
133. A RESPONSIVE,
PERSONAL
MOMENT
• <30 seconds opt-in
to receipt
• 18% CTR boost
• 11-15% revenue lift
on design
• 12-18% rev lift on
personalization
@JKROHRS
134. 200K+ Entries in 60s
5.4M Hashtag Uses
2.6B TW Impressions
+211K TW Followers
12x Web TrafficA moment that transforms passive
viewers into active amplifiers.
@JKROHRS
167. THE AUDIENCE
IMPERATIVEUSE 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
171. THE AUDIENCE
IMPERATIVEUSE 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
172.
173. 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