8-22-13 presentation by exacttarget's jeff rohrs
DESCRIPTION
TRANSCRIPT
@JKROHRS
<1990 1990s
Events Direct Fax Direct Mail Telephone
1999 2000s 2013 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
SnapChat/Poke 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 Widgets Twitter Mobile Apps Geolocation Pinterest
MARKETING (R)EVOLUTION
THINGS TEN AUDIENCE
IMPERATIVE! TH
E
JEFFREY K. ROHRS VP, MARKETING
@JKROHRS
@JKROHRS
@JKROHRS
WWW.EXACTTARGET.COM/SFF
@JKROHRS
NOV. 11TH
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
Events Direct Fax Direct Mail Telephone
1999 2000s 2013 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
SnapChat/Poke 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 Widgets Twitter Mobile Apps Geolocation Pinterest
MARKETING (R)EVOLUTION
PROPRIETARY AUDIENCE DEVELOPMENT IS NOW A CORE MARKETING RESPONSIBILITY.
@JKROHRS
(permission-based email marketers will inherit the earth)
PROPRIETARY AUDIENCES ARE NOT OWNED. THEY ARE EARNED.
THEY ARE BUILT.
THEY ARE NURTURED.
@JKROHRS
THEY ARE DIRECT AND COST-EFFECTIVE.
THE BEST OFFER ATTENTION AT THE PUSH OF A BUTTON.
THEY ARE CRITICAL BUSINESS ASSETS.
@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
AUDIENCE IMPERATIVE!
THE
SIZE ENGAGEMENT & VALUE
YOUR PROPRIETARY AUDIENCES
LONG- TERM
PAID OWNED & EARNED MEDIA
WHAT ARE THESE PROPRIETARY AUDIENCES?
@JKROHRS
SEEKERS
AMPLIFIERS
JOINERS
SUBSCRIBERS
FANS
FOLLOWERS
93%
58%
12%
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
AUDIENCE IMPERATIVE!
THE
@JKROHRS
NOV. 11TH
@JKROHRS
@JKROHRS
PAID OWNED & EARNED MEDIA
PAID MEDIA
@JKROHRS
OWNED MEDIA
EARNED MEDIA
THE HYBRID MARKETING ERA
@JKROHRS @EXACTTARGET
@JKROHRS
MOMENTS MATTER!
@JKROHRS
SIZE ENGAGEMENT & VALUE
@JKROHRS
SIZE
@JKROHRS
@JKROHRS
ENGAGEMENT
@JKROHRS
ENGAGEMENT EQUALS DELIVERABILITY
@JKROHRS
ENGAGEMENT EQUALS
VISIBILITY
@JKROHRS
ENGAGEMENT EQUALS USAGE
@JKROHRS
VALUE
@JKROHRS
@JKROHRS
VALUE = VALUE TO YOU
@JKROHRS
LONG-TERM
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
AUDIENCE IMPERATIVE!
THE
MY QUESTIONS FOR YOU
ARE YOU TREATING YOUR AUDIENCES AS ASSETS OR AFTERTHOUGHTS?
1
@JKROHRS
2 ARE YOU BUILDING AUDIENCES EVERY DAY?
@JKROHRS
WHO OWNS YOUR AUDIENCE DEVELOPMENT EFFORTS?
@JKROHRS
3
THINGS TEN AUDIENCE
IMPERATIVE! TH
E
JEFFREY K. ROHRS VP, MARKETING
@JKROHRS