SUBSCRIBERS, FANS & FOLLOWERS:

Marketing’s Audience-Building Imperative

Jeffrey K. Rohrs
VP, Marketing Insights
ExactTarget, a salesforce.com company

Author
AUDIENCE: Marketing in the Age of
Subscribers, Fans & Followers
@JKROHRS
@JKROHRS
@JKROHRS
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WWW.EXACTTARGET.COM/SFF
NOV
.
11T
H

@JKROHRS
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
@JKROHRS
MARKETING (R)EVOLUTION
SnapChat/Poke
Mobile Email Apps/Push Notifications
Group Texting
SMS Social DM
IM IM IM Voice Marketing
Mobile Email
Email Email Email
Events SMS + MMS
Events Events Events IM
Direct Fax Direct Fax Direct Fax Direct Fax Events
Email
Direct Mail Direct Mail Direct Mail Direct Mail Direct Fax
Telephone Telephone Telephone Telephone Direct Mail
Telephone

<1990 1990s 1999 2000s 2013

TV TV TV TV TV
Radio Radio
Radio Radio Radio Print
Print Print Print Print Display
Display Display Display Display Website
Cable TV Website Website Search
Online Display
Website Search Search Paid Search
Search Online Display Online Display Landing Pages
Online Display Paid Search Paid Search Microsites
Landing Pages Landing Pages Online Video
Affiliate Marketing
Microsites Microsites Webinars
Online Video Online Video Blogs/ RSS
Webinars Affiliate Marketing Podcasts
Contextual
Affiliate Marketing Webinars Wikis
Blogs Social Networks
RSS Mobile Web
Podcasts Behavioral
Social Media & Ads
Contextual Virtual Worlds
Wikis Widgets
Social Networks Twitter
Mobile Web Mobile Apps
Geolocation
Pinterest
PROPRIETARY
AUDIENCE
DEVELOPMENT
IS NOW A CORE
MARKETING
RESPONSIBILITY.
(permission-based marketers
will inherit the earth)

@JKROHRS
PROPRIETARY
AUDIENCES
ARE NOT OWNED.

THEY ARE
EARNED. @JKROHRS
THEY ARE BUILT.
 THEY ARE
NURTURED.
@JKROHRS
THEY ARE
DIRECT AND
COST-EFFECTIVE.

@JKROHRS
THE
BEST
OFFER
ATTENTION AT
THE PUSH OF
A BUTTON.
@JKROHRS
THEY
ARE
CRITICAL
BUSINESS
ASSETS.
@JKROHRS
 @JKROHRS
@JKROHR
 AUDIENCE
THE

IMPERATIVE!
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
YOUR
PROPRIETARY PAID
OWNED
AUDIENC
SIZ
ES
E
& EARNED
MEDIA
LONG-
ENGAGEME
NT TERM
WHO ARE THESE
PROPRIETARY
AUDIENCES?

@JKROHRS
SEEKERS

@JKROHRS
AMPLIFIERS
JOINERS
SUBSCRIBERS
FANS
FOLLOWERS
93%

58%

12%
@JKROHRS
PAID
OWNED
& EARNED
MEDIA
@JKROHRS
 PAID
MEDIA

@JKROHRS
@JKROHR
@JKROHRS
OWNED MEDIA
@JKROHRS
@JKROHRS
EARNED
MEDIA @JKROHRS
THE HYBRID
MARKETING ERA

@JKROHRS
 @JKROHRS
@EXACTTARGET
@JKROHRS
@JKROHRS
@JKROHRS
@JKROHRS
@JKROHRS
@JKROHRS
MOMENTS
MATTER!

@JKROHRS
 ENGAGEME
SIZ
NT
E &
VALUE

@JKROHRS
SIZE

@JKROHRS
@JKROHR
@JKROHRS
ENGAGEMENT
@JKROHRS
ENGAGEMENT EQUALS
DELIVERABILITY

@JKROHRS
ENGAGEMENT EQUALS
VISIBILITY

@JKROHRS
ENGAGEMENT
EQUALS
USAGE

@JKROHRS
VALUE
@JKROHRS
@JKROHR
 VALUE
VALUE = TO YOU

@JKROHRS
LONG-TERM

@JKROHRS
@JKROHRS
@JKROHRS
@JKROHRS
@JKROHRS
 AUDIENCE
THE

IMPERATIVE!
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
MY
QUESTIONS
FOR YOU
1
ARE YOU
TREATING YOUR
AUDIENCES AS
ASSETS OR
AFTERTHOUGHTS?
@JKROHRS
2 ARE YOU
BUILDING
AUDIENCES
EVERY DAY?

@JKROHRS
3 WHO OWNS
YOUR
AUDIENCE
DEVELOPMENT
EFFORTS?

@JKROHRS
NOV. 11 TH
AUDIENCEPRO.COM
@JKROHRS

@JKROHR