Why Growing, Engaging, and Retaining Customers Is Your #1 Audience Imperative
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Transcript of Why Growing, Engaging, and Retaining Customers Is Your #1 Audience Imperative
Wednesday, February 12, 2014
2014 Webinar SeriesWhy Growing, Engaging, and Retaining Customers Is Your #1 Audience Imperative
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Why Growing, Engaging, and Retaining Customers Is Your #1 Audience Imperative
Learn why audience development is at the core of marketing today, and why this focus is the core responsibility for each and every marketer, from the CEO and CMO, to marketing directors and managers, down to on-the-front-line staff.
Hear from "Audience" author Jeffery Rohrs, vice president of marketing with ExactTarget, how marketing has changed over the past decade to one of subscribers, followers, and fans, and why consumers want more from companies than just services and products; they want content and thought leadership. Drawing from his new book, “Audience,” during this eConsultancy webcast, Jeffrey will challenge companies to adopt The Audience Imperative focus – a mandate to use paid, earned and owned media to not only sell, but to engage and retain their audience long-term.
Mike Corak, executive vice president of strategy for ethology, will join and discuss how “challenger brands” (those sitting in 3rd, 4th and 5th place) don't have to play behind anymore in this new audience-focused world.
David Tradewell, vice president of client engagement with eConsultancy, will moderate the webcast. #audienceET
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What We Hope You Learn Today!
1. How to start thinking about and adopting The Audience Imperative;
2. How Challengers Brands don't have to play from behind anymore; and
3. The importance of research and audience development to drive branding, sales and loyalty/retention.
#audienceET
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Today’s Speakers
Mike Corak – EVP, Strategy | ethologyMike Corak is the Executive Vice President of Strategy at ethology, leading the strategic planning and agency services teams. An agency veteran, Corak has developed and implemented winning digital and integrated strategies for hundreds of companies over his 12-year career, including Coca-Cola, ConAgra Foods, ConocoPhillips, FedEx, Fujitsu, Nike, Office Depot, and Walt Disney. Prior to ethology, Corak led the interactive services, strategy and client management teams at Off Madison Avenue and iCrossing. Corak serves on the board of SEMPO (Search Engine Marketing Professional Organization), helping drive the search industry’s trade group initiatives in research and best practices education.Twitter @mikecorak of @ethology
Jeffrey Rohrs, VP of Marketing | ExactTargetJeff is a recovering attorney, bacon-lover, and Diet Coke addict who heads up ExactTarget’s Marketing Insights Team—a rag-tag bunch of awesome folks specializing in content marketing, social media, and thought-leadership. For the past four years, he has produced the award-winning SUBSCRIBERS, FANS & FOLLOWERS Research Series—the world’s first and longest-running examination of the changing nature of consumer relationships with brands through email, mobile, and social channels. His first book, AUDIENCE: Marketing in the Age of Subscribers, Fans & Followers, establishes audiences as critical business assets and challenges marketers to embrace a new, permanent responsibility: Proprietary Audience Development. When not pondering marketing’s complexities, Jeff can be found on the North Coast of Ohio bemoaning the state of his beloved Cleveland Browns.Twitter @jkrohrs of @ExactTarget
#audienceET
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Today’s ModeratorDAVID ST. JOHN TRADEWELL – ECONSULTANCY
David has been an advertising, marketing and media professional since the early 1990’s and has more than 17 years experience in digital. He founded the first online advertising team for the Times Supplements Group at News International before joining the original global search engine, AltaVista in 1999. He was part of the founding team of Europe’s leading search and social media specialists, Spannerworks and stayed with the firm after its sale to iCrossing. During his tenure the company became the largest independent digital marketing firm in the world, before being sold to Hearst Media in 2010. David has worked with dozens of global brands and Fortune 500 business such as Coca-Cola, Bank of America, Toyota, eBay, Dell, Pfizer and Unilever.
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AUDIENCEMARKETING IN THE AGE OFSUBSCRIBERS, FANS & FOLLOWERS
WWW.AUDIENCEPRO.COM
THE AUDIENCEIMPERATIVEUSE 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
TAKEAWAY #1: WE ARE THE HYBRID MARKETING GENERATION
FOSSIL FUEL
RENEWABLEENERGY
@JKROHRS
KINETIC ENERGY
HYBRID ENGINEERING
WHERE DOES BUSINESS ENERGY ORIGINATE?
CONSUMERS
WHAT IS MARKETING ENERGYCOMPRISED OF?
ATTENTION
SO WHERE DO WE STORE CONSUMER ATTENTION?
AUDIENCES
<1990 1990s
EventsDirect FaxDirect MailTelephone
1999 2000s 2014TVRadioPrintDisplay
IMEmailEventsDirect FaxDirect MailTelephone
TVRadioPrintDisplayCable TVWebsiteSearchOnline Display
IMEmailEvents Direct FaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing
Mobile EmailSMSIMEmailEventsDirect FaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsContextualWikisSocial NetworksMobile Web
SnapChat/WeChatApps/Push NotificationsGroup TextingSocial DMVoice MarketingMobile EmailSMS + MMSIM EventsEmailDirect FaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogs/ RSSPodcastsContextual WikisSocial NetworksMobile WebBehavioral Social Media & AdsVirtual WorldsIn-Game AdvertisingWidgetsTwitterMobile AppsGeolocationPinterestVine
CHANNEL (R)EVOLUTION
PAID MEDIA
OWNED MEDIA
EARNED MEDIA
TAKEAWAY #1: WE ARE THE HYBRID MARKETING GENERATION
#AUDIENCES ARE BUSINESS ASSETS
TAKEAWAY #2
@JKROHRS
$545 BILLION
USDSOURCE: @EMARKETER
30 SECONDS$4.5 MILLION USD
@JKROHRS
@JKROHRS
$35B USD
@JKROHRS
24.6M - 800,000- 3.2%
23.8M
$298.73
$64.53
- $234.20- 78.4%
EMAIL SUBSCRIBERS ARE A BUSINESS ASSET
YOUTUBE SUBSCRIBERS ARE A BUSINESS ASSET
SMS SUBSCRIBERS ARE A BUSINESS ASSET
FACEBOOK FANSARE A BUSINESS ASSET
TWITTER FOLLOWERSARE A BUSINESS ASSET
INSTAGRAM FOLLOWERSARE A BUSINESS ASSET
PINTEREST FOLLOWERSARE A BUSINESS ASSET
#AUDIENCES ARE BUSINESS ASSETS
TAKEAWAY #2
@JKROHRS
TAKEAWAY #3
#AUDIENCES DO NOT BUILD THEMSELVES
THE VALUE OFPROPRIETARY AUDIENCES IS
NOT APPRECIATED BY THE AVERAGE C-SUITE
MARKETING AS COST-CENTER
MARKETING AS ASSET GENERATOR
@JKROHRSWE FOCUS ON CAMPAIGN-BASED ROI
INSTEAD OF BIG-PICTURE VALUE
1,000,000 x $30.00$30,000,000.00
ASSET
WE NEED MORE THAN COMMUNITY MANAGERS
@JKROHRS
WE NEED ASSET MANAGERS
@JKROHRS
WE NEED DIRECTORS OF AUDIENCE DEVELOPMENT
TAKEAWAY #3
#AUDIENCES DO NOT BUILD THEMSELVES
TAKEAWAY #4#WE ARE ALL MEDIA COMPANIES
“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
CONTENT MARKETING & PROPRIETARY AUDIENCE DEVELOPMENT ARE DIFFERENT SIDES OF THE SAME COIN.
TAKEAWAY #4#WE ARE ALL MEDIA COMPANIES
#NO AUDIENCE IS OWNED
TAKEAWAY #5
AUDIENCE SOVEREIGNITY
AUDIENCES CAN BE PROPREITARY
PROPRIETARY AUDIENCESARE EXCLUSIVE
THEY ARE BUILT UPONINDIVIDUAL PERMISSION
PERMISSION CAN BE REVOKED
ATTENTION MUST CONSTANTLY BE EARNED
ABBA: ALWAYS BEBUILDING AUDIENCES
#NO AUDIENCE IS OWNED
TAKEAWAY #5
#MOMENTS MATTER
TAKEAWAY #6
@esurance•200K+ entries in 1st minute
•5.4M hashtag uses•2.6B social impr. on Twitter
•+211K Twitter Followers
•12x web traffic
WE MUST DEMAND MORE FROM OUR PAID & OWNED MEDIA
#MOMENTS MATTER
TAKEAWAY #6
#PAID & PROPRIETARY AUDIENCES ARE CONVERGING
TAKEAWAY #7
#PAID & PROPRIETARY AUDIENCES ARE CONVERGING
TAKEAWAY #7
#WINNING COMPANIES WILL STAND ON THEIR
AUDIENCE’S SHOULDERS
TAKEAWAY #8
@JKROHRS
@JKROHRS
#WINNING COMPANIES WILL STAND ON THEIR
AUDIENCE’S SHOULDERS
TAKEAWAY #8
#AUDIENCE GROWTH MEANS SIZE, ENGAGEMENT & VALUE
TAKEAWAY #9
SIZE IS RELATIVE
SIZE ALSO MEANSACTIONABLE DATA
AUDIENCE ENGAGEMENT
ENGAGEMENT =ATTENTION
<1990 1990s
EventsDirect FaxDirect MailTelephone
1999 2000s 2014TVRadioPrintDisplay
IMEmailEventsDirect FaxDirect MailTelephone
TVRadioPrintDisplayCable TVWebsiteSearchOnline Display
IMEmailEvents Direct FaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing
Mobile EmailSMSIMEmailEventsDirect FaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsContextualWikisSocial NetworksMobile Web
SnapChat/WeChatApps/Push NotificationsGroup TextingSocial DMVoice MarketingMobile EmailSMS + MMSIM EventsEmailDirect FaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogs/ RSSPodcastsContextual WikisSocial NetworksMobile WebBehavioral Social Media & AdsVirtual WorldsWidgetsTwitterMobile AppsGeolocationPinterestVine
CHANNEL EXPLOSION
PRIMING THE PUMP
AUDIENCE VALUE
VALUE = VALUE TO YOU
LCV: LIFETIME CUSTOMER VALUE
NEV:NET EQUIVALENCY VALUE
CIV:COMPARATIVE INCENTIVE VALUE
#AUDIENCE GROWTH MEANS SIZE, ENGAGEMENT & VALUE
TAKEAWAY #9
#PROPRIETARY AUDIENCE DEVELOPMENT IS A
LONG-TERM RESPONSIBILITY
TAKEAWAY #10
WWW.AUDIENCEPRO.COM
JEFFREY K. ROHRSVP, MARKETING INSIGHTS - EXACTTARGET
@JKROHRS
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About ethology
ethology is an integrated full-service digital marketing agency for evolving brands. The agency offers consumer research, strategy, planning, search, display and social media, email, content and web development, creative and analytic services.
www.ethology.com
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