audience: the flip-side of content marketing by jeffrey k. rohrs
DESCRIPTION
Presentation by Jeffrey K. Rohrs, VP Marketing Insights, Salesforce Marketing Cloud, at the Business Marketing Association regional even in Kansas City on 10/28/14.TRANSCRIPT
AUDIENCE:THE FLIP-SIDE OF
CONTENT MARKETING
OCTOBER 2014
JEFFREY K. ROHRSVP, MARKETING INSIGHTS - SALESFORCE MARKETING CLOUD
@JKROHRS
@JKROHRS
@JKROHRS
@JKROHRS
“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
@JKROHRS
CONTENT MARKETING &PROPRIETARY AUDIENCE DEVELOPMENT
ARE DIFFERENT SIDES OF THE SAME COIN.
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
MATT FISH@MELTBARGRILLED
@JKROHRS
@JKROHRS
@JKROHRS
@JKROHRS
MATT GETS AUDIENCE
@JKROHRS
AUDIENCEASSUMPTIONDISORDER
@JKROHRS
AUDIENCES ARE ASSETS
30 SECONDS$4.0-$4.5 MILLION
@JKROHRS
@JKROHRS
$30 BILLION
@JKROHRS
$19B USD
$545 BILLION
@JKROHRS
AUDIENCES AREASSETS
EMAIL SUBSCRIBERS ARE A BUSINESS ASSET
@JKROHRS
SMS SUBSCRIBERS ARE A BUSINESS ASSET
@JKROHRS
YOUTUBE SUBSCRIBERS ARE A BUSINESS ASSET
FACEBOOK FANSARE A BUSINESS ASSET
@JKROHRS
TWITTER FOLLOWERSARE A BUSINESS ASSET
@JKROHRS
INSTAGRAM FOLLOWERSARE A BUSINESS ASSET
PINTEREST FOLLOWERSARE A BUSINESS ASSET
COMMUNITIES AREA BUSINESS ASSET
AUDIENCES AREASSETS
CXOs LOVE ASSETS
THE VALUE OFPROPRIETARY AUDIENCES IS NOT APPRECIATED BY MOST C-SUITES
MARKETING AS COST-CENTER
@JKROHRS
MARKETING AS ASSET MANAGEMENT
@JKROHRS
@JKROHRSWE FOCUS ON CAMPAIGN-BASED ROI
INSTEAD OF BIG-PICTURE VALUE
1,000,000 x $30.00$30,000,000.00
ASSET
@JKROHRS
@JKROHRS
24.6M- 800,000- 3.2%
23.8M
$298.73
$64.53
- $234.20- 78.4%
WHAT IF YOU REPORTED YOUR AUDIENCE GROWTH & HEALTH TO INVESTORS?
IS PROPRIETARY AUDIENCE DEVELOPMENT A KEY MARKETING
OBJECTIVE OR AN AFTERTHOUGHT?
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.
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
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
NO AUDIENCE IS OWNED.
@JKROHRS
PROPRIETARY AUDIENCESARE EXCLUSIVE
THEY ARE BUILT UPONINDIVIDUAL PERMISSION
PERMISSION CAN BE REVOKED
PROPRIETARY AUDIENCEDEVELOPMENT IS NOW A CORE MARKETING RESPONSIBILITY.
SEEKERSAMPLIFIERS&JOINERS
@JKROHRS
SEEKERSBROWSERSLISTENERSREADERS
SEARCHERSSHOPPERSVISITORSVIEWERS
informationentertainment
@JKROHRS
@JKROHRS
@JKROHRS
AMPLIFIERSADVOCATESANALYSTS
COMMENTERSCREATORS
INFLUENCERSREPORTERSREVIEWERSSHARERS
accessinfluence
AUDIENCES WITH AUDIENCES
JOINERSSUBSCRIBERS
FANSFOLLOWERS
CUSTOMERSDINERSDONORS
EMPLOYEESPARTNERS
convenienceutility
93%
58%
12%
SEEKERSAMPLIFIERS&JOINERS
YOU MUST DIVERSIFY YOUR AUDIENCE PORTFOLIO
CHANNEL-DOMINANT PLAYERSWITH EVER-SHIFTING RULES
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
THIS IS THE HYBRID MARKETING ERA
PAID MEDIA
@JKROHRSFOSSIL FUEL
OWNED MEDIA
RENEWABLE ENERGY
EARNED MEDIA
@JKROHRS
KINETIC ENERGY
THE HYBRID MARKETING ENERGY GENERATION
ALL MARKETING IS NOW DIRECT
@JKROHRS
MOMENTS MATTER!
@JKROHRS
@esurance•200K+ entries in 60s•5.4M hashtag uses•2.6B TW impressions•+211K TW Followers•12x web traffic
WE MUST DEMAND MORE FROM OUR PAID & OWNED MEDIA
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
WE NEED MORE THAN CONTENT MANAGERS
WE NEED MORE THAN EMAIL MANAGERS
WE NEED MORE THAN COMMUNITY MANAGERS
@JKROHRS
WE NEED ASSET MANAGERS
@JKROHRS
WE NEED DIRECTORS OF AUDIENCE DEVELOPMENT
ABBA: ALWAYS BEBUILDING AUDIENCES
1. AUDIENCE SIZE
@JKROHRS
SIZE IS RELATIVE
@JKROHRS
SIZE ALSO MEANSACTIONABLE DATA
2. 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 WorldsIn-Game AdvertisingWidgetsTwitterMobile AppsGeolocationPinterestVine
CHANNEL (R)EVOLUTION
SETH HERZOG
WARM UP THE AUDIENCE
ENGAGEMENT EQUALSDELIVERABILITY
@JKROHRS
@JKROHRS
ENGAGEMENT EQUALS
VISIBILITY
ENGAGEMENT EQUALSUSAGE
@JKROHRS
3. AUDIENCE VALUE
VALUE = VALUE TO YOU(OR YOUR CLIENTS)
LCV: LIFETIME CUSTOMER VALUE
NEV:NET EQUIVALENCY VALUE
CIV:COMPARATIVE INCENTIVE VALUE
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
@JKROHRS
24.6M
23.8M
33.42M
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.
NAME YOUR DIRECTOR OF AUDIENCE DEVELOPMENT
AUDIT CONSUMER TOUCHPOINTS
UN-SILO MARKETING
“EFFECTIVE MARKETINGNOW STANDS ON YOUR AUDIENCE’S SHOULDERS.”
- @LIEBLINK & @JOWYANG
WWW.AUDIENCEPRO.COM@AUDIENCEPRO
JEFFREY K. ROHRSVP, MARKETING INSIGHTS - SALESFORCE MARKETING CLOUD
@JKROHRS
AUDIENCE:THE FLIP-SIDE OF
CONTENT MARKETING
OCTOBER 2014
THE AUDIENCE IS NOT BROUGHT TO YOU OR GIVENTO YOU; IT'S SOMETHING THAT YOU FIGHT FOR. YOU CAN FORGET THAT, ESPECIALLY IF YOU'VE HAD SOME SUCCESS.
-- @Springsteen