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AUDIENCE: Marketing in the Age of Subscribers, Fans and Followers
     

AUDIENCE: Marketing in the Age of Subscribers, Fans and Followers

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by Jeffrey K. Rohrs
 

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Proprietary audience development is now a core marketing responsibility.

Every company needs audiences to survive.  They are where you find new customers and develop more profitable relationships.  And yet, most companies today treat their email, mobile, and social media audiences like afterthoughts instead of the corporate assets they are. 

Overview

Proprietary audience development is now a core marketing responsibility.

Every company needs audiences to survive.  They are where you find new customers and develop more profitable relationships.  And yet, most companies today treat their email, mobile, and social media audiences like afterthoughts instead of the corporate assets they are. 

With AUDIENCE, Jeff Rohrs seeks to change this dynamic through adoption of The Audience Imperative.  This powerful mandate challenges all companies to use their paid, owned, and earned media to not only sell in the short-term but also increase the size, engagement, and value of their proprietary audiences over the long-term. 

As content marketing professionals have discovered, the days of “build it and they will come” are long gone.  If you’re looking for a way to gain a lasting advantage over your competition, look no further and start building your email, Facebook, Google, Instagram, mobile app, SMS, Twitter, website, and YouTube audiences to last.

Product Details

ISBN-13:
9781118732731
Publisher:
Wiley
Publication date:
11/18/2013
Pages:
288
Sales rank:
685,880
Product dimensions:
8.20(w) x 12.00(h) x 1.60(d)

Meet the Author

JEFFREY K. ROHRS is a recovering attorney, life-long Cleveland sports fan/victim, and pied piper of common-sense marketing advice. As VP of Marketing Insights for ExactTarget, a salesforce.com company, he co-created and produces the award-winning SUBSCRIBERS, FANS & FOLLOWERS Research Series—the world's first and longest-running examination of consumer relationships with brands through email, mobile, and social channels.

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Audience: Marketing in the Age of Subscribers, Fans and Followers 5 out of 5 based on 0 ratings. 1 reviews.
Anonymous More than 1 year ago
Our modern society is connected and defined through the internet and social media websites such as Facebook and Twitter. When you think of these websites in the context of audience development for products, you may think that every logistic has been figured out. This is contrary to what Jeffery Rohrs, author of Audience: Marketing in the Age of Subscribers, Fans & Followers, believes to be true. Jeffery believes that very few marketers make audience development their main priority, along with the backbone of their marketing strategy. In his book, Jeffery talks about the importance of audience in the field of marketing and how the internet is changing the tide for a new wave of advertising.  Jeffery firmly believes that if you do not build your audience in a strategic manner, then you are advertising to no one. When addressing content marketing in relation to an audience, if you do not have an audience, then no one will view your content. With the creation and ever expanding prevalence of the internet, marketers can be self-sustaining. What I am insinuating by stating this is that marketers can create and distribute their own content. The internet is democratized, and this can be extremely beneficial for marketers. On the topic of audience and technology, Jeffery makes another argument that due to the transparency of the technological age that we live in, audiences should be seen as assets by marketers. He firmly believes that marketers that take this standpoint will earn more respect, along with opportunity and success.  Our modern technological age has facilitated advertising in a positive manner. Technology, especially the internet, has created a plethora of platforms to advertise on. Jeffery is frustrated that although we have readily available platforms that are easy to use, along with the fact that advertising spending as a whole went up in 2013 but marketers and businesses as a whole do not get the most out of their advertising. For example, most businesses have to rely on a third party to get their advertisements out there, such as a TV network. Jeffery uses the analogy of advertising being like fossil fuels, where paying third parties to spread your message is not renewable, where internet audiences are.  Throughout this book, Jeffery stresses that in this day and age, very few marketers are properly utilizing the budgets and platforms that are presented to them. Jeffery eloquently explains his thoughts through easy to understand examples such as the aforementioned fossil fuel example. As for successfully relaying his themes to his audience, which is assumed to be those within the marketing field, Jeffery was extremely successful. In the book, he talks about the ever-emerging internet and technology platforms and how they are rarely properly utilized by marketers. Jeffery clearly states the problems with the marketing field as a whole, then proceeds to find solutions to the problems. One fantastic way that Jeffery sums up his ideas is when he refers to an audience as an asset. Assets are components within the company that are always budgeted and strategized to yield the most profit possible and when audience is seen as an asset, breadth of reach and profit are honed to create success.   This book was a fantastic read that opened my eyes to the world of multi-platform marketing and how to successfully mold an audience in the most efficient way possible.  The book was easy to read, informative, and enjoyable, one that I would highly recommend.