Email and The Audience Imperative by Jeffrey Rohrs

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Information about Email and The Audience Imperative by Jeffrey Rohrs
Marketing

Published on March 11, 2014

Author: SearchMarketingExpo

Source: slideshare.net

Description

Marketingland.Com Digital Summit Session #Smx #Ms5 - Email & The Audience Imperative Presentation By Jeffrey K. Rohrs @Jkrohrs Of Exacttarget

EMAIL AND THE AUDIENCE IMPERATIVE

JEFFREY K. ROHRS VP, MARKETING INSIGHTS – EXACTTARGET @JKROHRS

WWW.AUDIENCEPRO.COM @AUDIENCEPRO

AUDIENCE

DIRECT - LOW-COST - IMMEDIATE MEASURABLE - SHAREABLE

MATT FISH @MELTBARGRILLED

MATT GETS AUDIENCE

AUDIENCE ASSUMPTION DISORDER

@JKROHRS

@JKROHRS PUBLICATION IS NOT DISTRIBUTION

“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. @JKROHRS

PROPRIETARY AUDIENCE DEVELOPMENT IS A COMPREHENSIVE, COLLABORATIVE & CROSS-CHANNEL EFFORT TO BUILD DIRECT AUDIENCES THAT YOUR COMPANY ALONE CAN ACCESS

AUDIENCES ARE ASSETS

EMAIL SUBSCRIBERS ARE A BUSINESS ASSET

SMS SUBSCRIBERS ARE A BUSINESS ASSET

YOUTUBE SUBSCRIBERS ARE A BUSINESS ASSET

FACEBOOK FANS ARE A BUSINESS ASSET

TWITTER FOLLOWERS ARE A BUSINESS ASSET

INSTAGRAM FOLLOWERS ARE A BUSINESS ASSET

PINTEREST FOLLOWERS ARE A BUSINESS ASSET

1,000,000 x $30.00 $30,000,000.00 ASSET

THESE GUYS LOVE ASSETS

THE VALUE OF PROPRIETARY AUDIENCES IS NOT APPRECIATED BY MOST C-SUITES

MARKETING AS COST-CENTER

MARKETING AS ASSET-GENERATOR

THE AUDIENCE IMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA TO NOT ONLY SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM.

<1990 1990s Events Direct Fax Direct Mail Telephone 1999 2000s 2014 TV Radio Print Display IM Email Events Direct Fax Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display IM Email Events Direct Fax Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing Mobile Email SMS IM Email Events Direct Fax Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Contextual Wikis Social Networks Mobile Web WhatsApp/SnapChat Apps/Push Notifications Group Texting Social DM Voice Marketing Mobile Email SMS + MMS IM Events Email Direct Fax Direct Mail Telephone TV Radio Print 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 Twitter Mobile Apps Geolocation Pinterest Vine CHANNEL (R)EVOLUTION

WHAT HAS EMAIL TAUGHT US?

NO AUDIENCE IS PERMANENT

WE MUST ABBA. (ALWAYS BE BUILDING AUDIENCES)

BIG DATA IS ABOUT BIG RELEVANCE

HEADLINES CAN MISLEAD YOU

93% 58% 12%

IT’S NOT JUST SIZE (IT’S ENGAGEMENT & VALUE TOO!)

ALL MARKETING IS NOW DIRECT

ATTENTION IS AT A PREMIUM

SPAM IS AN INTERNET PROBLEM

1978

1994

EVOLUTION IS THE KEY TO SURVIVAL

1971

1979

WE NEED MORE THAN EMAIL MANAGERS

WE NEED MORE THAN COMMUNITY MANAGERS @JKROHRS

WE NEED ASSET MANAGERS @JKROHRS

WE NEED DIRECTORS OF AUDIENCE DEVELOPMENT @JKROHRS

THE AUDIENCE IMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA TO NOT ONLY SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM.

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

JEFFREY K. ROHRS VP, MARKETING INSIGHTS – EXACTTARGET @JKROHRS

WWW.AUDIENCEPRO.COM

EMAIL AND THE AUDIENCE IMPERATIVE

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