Keynote: Data-Driven Marketing -- Trends and Implications for Search Marketers
The Global Event for Data-Driven Marketers
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Transcript of The Global Event for Data-Driven Marketers
SUBSCRIBERS, FANS & FOLLOWERS:Marketing’s Audience-Building Imperative
Jeffrey K. RohrsVP, Marketing InsightsExactTarget, a salesforce.com company
AuthorAUDIENCE: Marketing in the Age of Subscribers, Fans & Followers
@JKROHRS
@JKROHRS@JKROHRS
@JKROHRS
WWW.EXACTTARGET.COM/SFF
NOV.
11TH
@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
<1990 1990s
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TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing
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SnapChat/PokeApps/Push NotificationsGroup TextingSocial DMVoice MarketingMobile EmailSMS + MMSIM EventsEmailDirect FaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogs/ RSSPodcastsContextual WikisSocial NetworksMobile WebBehavioral Social Media & AdsVirtual WorldsWidgetsTwitterMobile AppsGeolocationPinterest
MARKETING (R)EVOLUTION
PROPRIETARY AUDIENCE DEVELOPMENT IS NOW A CORE MARKETING RESPONSIBILITY.
(permission-based marketers will inherit the earth)
@JKROHRS
PROPRIETARY AUDIENCESARE 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
@JKROHRS
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
AUDIENCEIMPERATIVE!
THE
SIZEENGAGEMENT & VALUE
YOUR PROPRIETARYAUDIENCES
LONG-TERM
PAID OWNED& EARNEDMEDIA
WHO ARE THESE PROPRIETARY AUDIENCES?
@JKROHRS
SEEKERS
@JKROHRS
AMPLIFIERS
JOINERS
SUBSCRIBERS
FANS
FOLLOWERS
93%
58%
12%@JKROHRS
PAID OWNED& EARNEDMEDIA
@JKROHRS
PAID MEDIA
@JKROHRS
@JKROHRS@JKROHRS
OWNED MEDIA@JKROHRS
@JKROHRS
EARNED MEDIA @JKROHRS
@JKROHRS
THE HYBRID MARKETING ERA
@JKROHRS@EXACTTARGET@JKROHRS
@JKROHRS@JKROHRS
@JKROHRS
@JKROHRS
@JKROHRS
MOMENTSMATTER!
@JKROHRS
SIZE ENGAGEMENT & VALUE
@JKROHRS
SIZE
@JKROHRS
@JKROHRS
@JKROHRS
ENGAGEMENT
@JKROHRS
ENGAGEMENT EQUALSDELIVERABILITY
@JKROHRS
ENGAGEMENT EQUALSVISIBILITY
@JKROHRS
ENGAGEMENT EQUALSUSAGE
@JKROHRS
VALUE
@JKROHRS
@JKROHRS
VALUE = VALUE TO YOU
@JKROHRS
LONG-TERM
@JKROHRS
@JKROHRS
@JKROHRS
@JKROHRS
@JKROHRS
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
AUDIENCEIMPERATIVE!
THE
MY QUESTIONSFOR YOU
ARE YOU TREATING YOUR AUDIENCES AS ASSETS OR AFTERTHOUGHTS?
1
@JKROHRS
2 ARE YOU BUILDING AUDIENCES EVERY DAY?
@JKROHRS
WHO OWNS YOURAUDIENCE DEVELOPMENTEFFORTS?
3
@JKROHRS
@JKROHRS
NOV. 11TH
AUDIENCEPRO.COM@JKROHRS
