THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS ....
Transcript of THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS ....
![Page 1: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/1.jpg)
THE RISE OF
AUDIENCE
AS ASSET
22 MAY 2014
![Page 2: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/2.jpg)
JEFFREY K. ROHRS
VP, MARKETING INSIGHTS – EXACTTARGET
@JKROHRS
![Page 3: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/3.jpg)
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.
--
![Page 4: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/4.jpg)
DO YOU OR YOUR CLIENTS SUFFER
FROM ANY OF THE FOLLOWING?
@JKROHRS
![Page 5: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/5.jpg)
RASH OF SELFISHNESS
![Page 6: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/6.jpg)
CROSS-CHANNEL
BLINDNESS
![Page 7: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/7.jpg)
AUDIENCE
ASSUMPTION
DISORDER
@JKROHRS
![Page 8: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/8.jpg)
IRRITABLE
REVENUE
SYNDROME
@JKROHRS
![Page 9: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/9.jpg)
THEN DO I HAVE A
CURE FOR YOU!
![Page 10: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/10.jpg)
AUDIENCE
@JKROHRS
![Page 11: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/11.jpg)
WWW.AUDIENCEPRO.COM
@AUDIENCEPRO
![Page 12: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/12.jpg)
@JKROHRS
![Page 13: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/13.jpg)
MATT FISH
@MELTBARGRILLED
![Page 14: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/14.jpg)
@JKROHRS
![Page 15: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/15.jpg)
@JKROHRS
![Page 16: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/16.jpg)
@JKROHRS
![Page 17: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/17.jpg)
![Page 18: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/18.jpg)
![Page 19: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/19.jpg)
@JKROHRS
![Page 20: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/20.jpg)
MATT FEEDS HIS AUDIENCE
@JKROHRS
![Page 21: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/21.jpg)
THE AUDIENCE
IMPERATIVE USE 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.
![Page 22: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/22.jpg)
WHY AUDIENCE?
@JKROHRS
![Page 23: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/23.jpg)
WHERE DOES BUSINESS
ENERGY ORIGINATE?
@JKROHRS
![Page 24: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/24.jpg)
CONSUMERS
@JKROHRS
![Page 25: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/25.jpg)
WHAT IS MARKETING ENERGY
COMPRISED OF?
![Page 26: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/26.jpg)
ATTENTION
![Page 27: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/27.jpg)
SO WHERE DO WE STORE
CONSUMER ATTENTION?
@JKROHRS
![Page 28: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/28.jpg)
AUDIENCES
![Page 29: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/29.jpg)
FRAGMENTED
@JKROHRS
![Page 30: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/30.jpg)
MOBILE
![Page 31: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/31.jpg)
MULTI-SCREEN
![Page 32: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/32.jpg)
PARTICIPATORY
![Page 33: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/33.jpg)
AUDIENCES ARE
ASSETS
![Page 34: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/34.jpg)
30 SECONDS
$4.0-$4.5 MILLION
@JKROHRS
![Page 35: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/35.jpg)
@JKROHRS
$20 BILLION
![Page 36: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/36.jpg)
@JKROHRS
$19B USD
![Page 37: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/37.jpg)
$545 BILLION
@JKROHRS
![Page 38: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/38.jpg)
THE COST OF ATTENTION
IS ONLY GOING UP
![Page 39: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/39.jpg)
AUDIENCES ARE
ASSETS
![Page 40: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/40.jpg)
EMAIL SUBSCRIBERS
ARE A BUSINESS ASSET
@JKROHRS
![Page 41: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/41.jpg)
SMS SUBSCRIBERS
ARE A BUSINESS ASSET
@JKROHRS
![Page 42: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/42.jpg)
YOUTUBE SUBSCRIBERS
ARE A BUSINESS ASSET
![Page 43: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/43.jpg)
FACEBOOK FANS
ARE A BUSINESS ASSET
@JKROHRS
![Page 44: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/44.jpg)
TWITTER FOLLOWERS
ARE A BUSINESS ASSET
@JKROHRS
![Page 45: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/45.jpg)
INSTAGRAM FOLLOWERS
ARE A BUSINESS ASSET
![Page 46: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/46.jpg)
PINTEREST FOLLOWERS
ARE A BUSINESS ASSET
![Page 47: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/47.jpg)
COMMUNITIES ARE
A BUSINESS ASSET
![Page 48: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/48.jpg)
AUDIENCES ARE
ASSETS
![Page 49: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/49.jpg)
CXOs LOVE ASSETS
![Page 50: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/50.jpg)
THE VALUE OF
PROPRIETARY AUDIENCES IS NOT
APPRECIATED BY MOST C-SUITES
![Page 51: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/51.jpg)
MARKETING AS COST-CENTER
@JKROHRS
![Page 52: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/52.jpg)
MARKETING AS INVESTMENT
@JKROHRS
![Page 53: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/53.jpg)
@JKROHRS WE FOCUS ON CAMPAIGN-BASED ROI
![Page 54: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/54.jpg)
INSTEAD OF BIG-PICTURE VALUE
![Page 55: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/55.jpg)
1,000,000 x $30.00 $30,000,000.00
ASSET
![Page 56: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/56.jpg)
@JKROHRS
![Page 57: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/57.jpg)
@JKROHRS
![Page 58: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/58.jpg)
24.6M - 800,000
- 3.2%
23.8M
![Page 59: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/59.jpg)
$298.73
$64.53
- $234.20
- 78.4%
![Page 60: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/60.jpg)
WHAT IF YOU REPORTED YOUR AUDIENCE
GROWTH & HEALTH TO INVESTORS?
![Page 61: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/61.jpg)
IS PROPRIETARY AUDIENCE
DEVELOPMENT A KEY MARKETING
OBJECTIVE OR AN AFTERTHOUGHT?
![Page 62: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/62.jpg)
![Page 63: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/63.jpg)
![Page 64: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/64.jpg)
![Page 65: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/65.jpg)
![Page 66: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/66.jpg)
@JKROHRS
![Page 67: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/67.jpg)
![Page 68: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/68.jpg)
“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
![Page 69: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/69.jpg)
CONTENT MARKETING & PROPRIETARY AUDIENCE DEVELOPMENT
ARE DIFFERENT SIDES OF THE SAME COIN.
![Page 70: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/70.jpg)
@JKROHRS
PUBLICATION
IS NOT
DISTRIBUTION
![Page 71: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/71.jpg)
THE AUDIENCE
IMPERATIVE USE 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
![Page 72: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/72.jpg)
THE AUDIENCE
IMPERATIVE USE 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
![Page 73: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/73.jpg)
NO AUDIENCE IS OWNED.
@JKROHRS
![Page 74: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/74.jpg)
PROPRIETARY AUDIENCES
ARE EXCLUSIVE
![Page 75: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/75.jpg)
THEY ARE BUILT UPON
INDIVIDUAL PERMISSION
![Page 76: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/76.jpg)
PERMISSION
CAN BE REVOKED
![Page 77: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/77.jpg)
AUDIENCE Marketing in the Age of Subscribers, Fans & Followers
![Page 78: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/78.jpg)
VISUAL STORYTELLING
THE AUDIENCE OF MANY
THE AUDIENCE OF ONE
![Page 79: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/79.jpg)
PROPRIETARY AUDIENCE
DEVELOPMENT IS NOW A CORE
MARKETING RESPONSIBILITY.
![Page 80: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/80.jpg)
SEEKERS
AMPLIFIERS
&JOINERS
@JKROHRS
![Page 81: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/81.jpg)
SEEKERS BROWSERS
LISTENERS
READERS
SEARCHERS
SHOPPERS
VISITORS
VIEWERS
![Page 82: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/82.jpg)
information
entertainment
![Page 83: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/83.jpg)
![Page 84: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/84.jpg)
@JKROHRS
![Page 85: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/85.jpg)
@JKROHRS
![Page 86: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/86.jpg)
@JKROHRS
![Page 87: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/87.jpg)
AMPLIFIERS
ADVOCATES
ANALYSTS
COMMENTERS
CREATORS
INFLUENCERS
REPORTERS
REVIEWERS
SHARERS
![Page 88: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/88.jpg)
access
influence
![Page 89: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/89.jpg)
AUDIENCES WITH AUDIENCES
![Page 90: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/90.jpg)
JOINERS
SUBSCRIBERS
FANS
FOLLOWERS
CUSTOMERS
DINERS
DONORS
EMPLOYEES
PARTNERS
![Page 91: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/91.jpg)
convenience
utility
![Page 92: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/92.jpg)
93%
58%
12%
![Page 93: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/93.jpg)
![Page 94: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/94.jpg)
SEEKERS
AMPLIFIERS
&JOINERS
![Page 95: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/95.jpg)
YOU MUST DIVERSIFY YOUR
AUDIENCE PORTFOLIO
![Page 96: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/96.jpg)
CHANNEL-DOMINANT PLAYERS
WITH EVER-SHIFTING RULES
![Page 97: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/97.jpg)
ALL MARKETING IS NOW DIRECT
@JKROHRS
![Page 98: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/98.jpg)
THE AUDIENCE
IMPERATIVE USE 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
![Page 99: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/99.jpg)
THIS IS THE HYBRID
MARKETING ERA
![Page 100: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/100.jpg)
PAID MEDIA
![Page 101: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/101.jpg)
@JKROHRS
FOSSIL FUEL
![Page 102: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/102.jpg)
OWNED MEDIA
![Page 103: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/103.jpg)
RENEWABLE ENERGY
![Page 104: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/104.jpg)
EARNED MEDIA
![Page 105: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/105.jpg)
@JKROHRS
KINETIC ENERGY
![Page 106: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/106.jpg)
THE HYBRID MARKETING
ENERGY GENERATION
![Page 107: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/107.jpg)
MOMENTS MATTER!
![Page 108: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/108.jpg)
![Page 109: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/109.jpg)
![Page 110: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/110.jpg)
![Page 111: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/111.jpg)
@JKROHRS
![Page 112: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/112.jpg)
@esurance
•200K+ entries in 60s
•5.4M hashtag uses
•2.6B TW impressions
•+211K TW Followers
•12x web traffic
![Page 113: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/113.jpg)
![Page 114: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/114.jpg)
![Page 115: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/115.jpg)
![Page 116: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/116.jpg)
WE
MUST
DEMAND
MORE
FROM
OUR
PAID &
OWNED
MEDIA
![Page 117: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/117.jpg)
![Page 118: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/118.jpg)
![Page 119: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/119.jpg)
![Page 120: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/120.jpg)
![Page 121: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/121.jpg)
UN-SILO MARKETING
![Page 122: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/122.jpg)
AUDIT CONSUMER TOUCHPOINTS
![Page 123: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/123.jpg)
THE AUDIENCE
IMPERATIVE USE 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
![Page 124: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/124.jpg)
WE NEED MORE THAN CONTENT
MANAGERS
![Page 125: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/125.jpg)
WE NEED MORE THAN EMAIL MANAGERS
![Page 126: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/126.jpg)
WE NEED MORE THAN COMMUNITY MANAGERS
@JKROHRS
![Page 127: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/127.jpg)
WE NEED ASSET MANAGERS
@JKROHRS
![Page 128: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/128.jpg)
WE NEED DIRECTORS OF
AUDIENCE DEVELOPMENT
![Page 129: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/129.jpg)
ABBA: ALWAYS BE
BUILDING AUDIENCES
![Page 130: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/130.jpg)
1. AUDIENCE SIZE
@JKROHRS
![Page 131: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/131.jpg)
SIZE IS RELATIVE
![Page 132: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/132.jpg)
![Page 133: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/133.jpg)
@JKROHRS
![Page 134: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/134.jpg)
![Page 135: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/135.jpg)
![Page 136: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/136.jpg)
SIZE ALSO MEANS
ACTIONABLE DATA
![Page 137: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/137.jpg)
2. AUDIENCE ENGAGEMENT
![Page 138: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/138.jpg)
ENGAGEMENT =
ATTENTION
![Page 139: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/139.jpg)
<199
0 1990
s
Events
Direct Fax
Direct Mail
Telephone
199
9
2000
s 201
4 TV
Radio
Displa
y
IM
Events
Direct Fax
Direct Mail
Telephone
TV
Radio
Display
Cable
TV
Website
Search
Online
IM
Events
Direct Fax
Direct Mail
Telephone
TV
Radio
Display
Website
Search
Online
Display
Paid
Mobile Email
SMS
IM
Events
Direct Fax
Direct Mail
Telephone
TV
Radio
Display
Website
Search
Online
Display
Paid
SnapChat/WeChat
Apps/Push Notifications
Group Texting
Social DM
Voice Marketing
Mobile Email
SMS + MMS
IM
Events
Direct Fax
Direct Mail
Telephone
TV
Radio
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
Mobile Apps
Geolocation
Vine
CHANNEL (R)EVOLUTION
![Page 140: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/140.jpg)
PRIMING THE PUMP
![Page 141: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/141.jpg)
SETH HERZOG
![Page 142: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/142.jpg)
![Page 143: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/143.jpg)
WARM UP THE AUDIENCE
![Page 144: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/144.jpg)
ENGAGEMENT EQUALS
DELIVERABILITY
@JKROHRS
![Page 145: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/145.jpg)
@JKROHRS
![Page 146: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/146.jpg)
ENGAGEMENT EQUALS
VISIBILITY
![Page 147: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/147.jpg)
![Page 148: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/148.jpg)
ENGAGEMENT
EQUALS
USAGE
@JKROHRS
![Page 149: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/149.jpg)
![Page 150: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/150.jpg)
3. AUDIENCE VALUE
![Page 151: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/151.jpg)
VALUE = VALUE TO YOU
(OR YOUR CLIENTS)
![Page 152: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/152.jpg)
![Page 153: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/153.jpg)
![Page 154: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/154.jpg)
LCV:
LIFETIME CUSTOMER VALUE
![Page 155: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/155.jpg)
NEV:
NET EQUIVALENCY VALUE
![Page 156: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/156.jpg)
CIV:
COMPARATIVE INCENTIVE VALUE
![Page 157: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/157.jpg)
THE AUDIENCE
IMPERATIVE USE 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
![Page 158: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/158.jpg)
![Page 159: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/159.jpg)
@JKROHRS
![Page 160: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/160.jpg)
24.6M
23.8M
33.42M
![Page 161: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/161.jpg)
![Page 162: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/162.jpg)
THE AUDIENCE
IMPERATIVE USE 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.
![Page 163: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/163.jpg)
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
![Page 164: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/164.jpg)
“EFFECTIVE MARKETING
NOW STANDS ON YOUR
AUDIENCE’S SHOULDERS.”
- @LIEBLINK & @JOWYANG
![Page 165: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/165.jpg)
WWW.AUDIENCEPRO.COM
@AUDIENCEPRO
![Page 166: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/166.jpg)
JEFFREY K. ROHRS
VP, MARKETING INSIGHTS – EXACTTARGET
@JKROHRS
![Page 167: THE RISE OF AUDIENCE AS ASSET - AMA Atlanta · EMAIL SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . SMS SUBSCRIBERS ARE A BUSINESS ASSET @JKROHRS . ... DRIVING PROFITABLE CUSTOMER ACTION.”](https://reader033.fdocuments.in/reader033/viewer/2022050206/5f595db1c5dbba5f110e69aa/html5/thumbnails/167.jpg)
THE RISE OF
AUDIENCE
AS ASSET
22 MAY 2014