AUDIENCE: THE FLIP-SIDE OF CONTENT MARKETING APRIL 2014
Aug 06, 2015
AUDIENCE: THE FLIP-SIDE OF
CONTENT
MARKETING
APRIL 2014
JEFFREY K. ROHRS
VP, MARKETING INSIGHTS – SALESFORCE
@JKROHRS
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@JKROHRS #imbsummit
@JKROHRS #imbsummit
MATT FISH
@MELTBARGRILLED
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MATT GETS BRANDING
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BRANDS ARE ASSETS
MATT ALSO GETS AUDIENCE
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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
AUDIENCES ARE ASSETS
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EVERY COMPANY IS A MEDIA COMPANY
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ALL MARKETING IS NOW DIRECT
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WWW.AUDIENCEPRO.COM
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AUDIENCE
ASSUMPTION
DISORDER
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“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
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CONTENT MARKETING & PROPRIETARY AUDIENCE DEVELOPMENT
ARE DIFFERENT SIDES OF THE SAME COIN.
AUDIENCES ARE ASSETS
30 SECONDS = $4.5 MILLION
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$33 BILLION
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@JKROHRS
$19B USD
$545 BILLION
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AUDIENCES ARE ASSETS
<1990 1990s
Events
Direct Fax
Direct Mail
Telephone
1999 2000s 2015
TV
Radio
Display
IM
Events
Direct Fax
Direct Mail
Telephone
TV
Radio
Display
Cable TV
Website
Search
Online Display
IM
Events
Direct Fax
Direct Mail
Telephone
TV
Radio
Display
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Webinars
Affiliate Marketing
Mobile Email
SMS
IM
Events
Direct Fax
Direct Mail
Telephone
TV
Radio
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/WeChat/Line
Apps/Push Notifications
Group Texting
Social DM
Voice Marketing
Mobile Email
SMS + MMS
IM
Events
Direct Fax
Direct Mail
Telephone
TV
Radio
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
Mobile Apps
Geolocation
Vine
Periscope/Meerkat
CHANNEL (R)EVOLUTION
EMAIL SUBSCRIBERS
ARE A BUSINESS ASSET
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SMS SUBSCRIBERS
ARE A BUSINESS ASSET
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YOUTUBE SUBSCRIBERS
ARE A BUSINESS ASSET
FACEBOOK FANS
ARE A BUSINESS ASSET
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TWITTER FOLLOWERS
ARE A BUSINESS ASSET
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INSTAGRAM FOLLOWERS
ARE A BUSINESS ASSET
PINTEREST FOLLOWERS
ARE A BUSINESS ASSET
LINE FANS ARE A BUSINESS ASSET
COMMUNITIES ARE
A BUSINESS ASSET
AUDIENCES ARE ASSETS
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CXOs LOVE ASSETS
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MOST C-SUITES DO NOT APPRECIATE THE
VALUE OF PROPRIETARY AUDIENCES
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MARKETING AS COST-CENTER
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MARKETING AS ASSET GENERATOR
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@JKROHRS
WE FOCUS ON CAMPAIGN-BASED ROI
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INSTEAD OF BIG-PICTURE VALUE
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1,000,000 x $30.00 $30,000,000.00
ASSET #imbsummit
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24.6M - 800,000 lost subscribers
- 3.2%
23.8M
$298.73
$64.53
- $234.20 loss in value
- 78.4%
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WHAT IF YOU REPORTED YOUR AUDIENCE
GROWTH & HEALTH TO INVESTORS?
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IS PROPRIETARY AUDIENCE
DEVELOPMENT ONE OF YOUR KEY
MARKETING OBJECTIVES?
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THE AUDIENCE
IMPERATIVE USE 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 AUDIENCE
IMPERATIVE USE 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 AUDIENCE
IMPERATIVE USE 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.
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PROPRIETARY AUDIENCES
ARE EXCLUSIVE
THEY ARE BUILT UPON
INDIVIDUAL PERMISSION
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PERMISSION CAN BE REVOKED
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SEEKERS
AMPLIFIERS
&JOINERS
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SEEKERS
BROWSERS
LISTENERS
READERS
SEARCHERS
SHOPPERS
VISITORS
VIEWERS
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information
entertainment
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@JKROHRS #imbsummit
AMPLIFIERS
ADVOCATES
ANALYSTS
COMMENTERS
CREATORS
INFLUENCERS
REPORTERS
REVIEWERS
SHARERS
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access
influence
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AUDIENCES WITH AUDIENCES
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JOINERS
SUBSCRIBERS
FANS
FOLLOWERS
CUSTOMERS
DINERS
DONORS
EMPLOYEES
PARTNERS
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convenience
utility
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93%
58%
12%
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SEEKERS
AMPLIFIERS
&JOINERS
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YOU MUST DIVERSIFY YOUR
AUDIENCE PORTFOLIO
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CHANNEL-DOMINANT PLAYERS
WITH EVER-SHIFTING RULES
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PROPRIETARY AUDIENCE
DEVELOPMENT IS NOW A CORE
MARKETING RESPONSIBILITY.
#imbsummit
THE AUDIENCE
IMPERATIVE USE 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
1. AUDIENCE SIZE
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SIZE IS RELATIVE
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@JKROHRS
2. AUDIENCE ENGAGEMENT
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ENGAGEMENT =
ATTENTION
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ENGAGEMENT =
ACTIONABLE DATA
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ENGAGEMENT =
VISIBILITY & DELIVERABILITY
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3. AUDIENCE VALUE
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VALUE = VALUE TO YOU
(OR YOUR CLIENTS)
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LCV: LIFETIME CUSTOMER VALUE
#imbsummit
THE AUDIENCE
IMPERATIVE USE 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
WHAT YOU MUST UNDERSTAND IS THAT MY VOICE
COMES FROM THE ENERGY OF THE AUDIENCE. THE
BETTER THEY ARE, THE BETTER I GET.
-- Freddy Mercury
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THIS IS THE HYBRID
MARKETING ERA
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PAID MEDIA
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@JKROHRS FOSSIL FUEL
OWNED MEDIA
RENEWABLE ENERGY
EARNED MEDIA
@JKROHRS
KINETIC ENERGY
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THE HYBRID MARKETING
ENERGY GENERATION
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WE
MUST
DEMAND
MORE
FROM
OUR
PAID &
OWNED
MEDIA
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MOMENTS MATTER!
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@JKROHRS
MOMENT MAKERS
CONNECTIVITY MOBILE
SOCIAL DATA
CONNECTIVITY
SOCIAL DATA
BILLION eMarketer Dec 2013
SOCIAL DATA
BILLION ABI Research 2013 BILLION eMarketer Dec 2013
DATA
BILLION ABI Research 2013 BILLION eMarketer Dec 2013
% Pew Research Sept
2013
BILLION ABI Research 2013 BILLION eMarketer Dec 2013
% Pew Research Sept 2013
7% 1% IDC May 2014
34%
CONNECTIVITY MOBILE
SOCIAL DATA
MOMENT MAKERS
MAKE THE
SALE
BUILD YOUR
AUDIENCE
INCREASE BRAND
LOYALTY
OPTIMIZE KNOWN MOMENTS
UNCOVER HIDDEN MOMENTS
CREATE
NEW MOMENTS
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OPTIMIZE KNOWN MOMENTS
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A moment that transforms fans into stars…
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…and storytellers
…and brands into memes.
A moment that yields 15K+ email subscribers per week ($450K value/wk)
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A RESPONSIVE,
PERSONAL
MOMENT
• <30 seconds opt-in
to receipt
• 18% CTR boost
• 11-15% revenue lift
on design
• 12-18% rev lift on
personalization
@JKROHRS
200K+ Entries in 60s
5.4M Hashtag Uses
2.6B TW Impressions
+211K TW Followers 12x Web Traffic
A moment that transforms passive viewers into active amplifiers.
@JKROHRS
OPTIMIZE KNOWN MOMENTS
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UNCOVER HIDDEN MOMENTS
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@JKROHRS #imbsummit
A moment that generates “Super” sales and a proprietary audience.
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$35 Online Sale Transformed
into $800 In-Store Upsell
A moment to connect, serve & upsell.
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@JKROHRS
A moment to network, increase reach & build an audience of business travelers.
UNCOVER HIDDEN MOMENTS
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CREATE
NEW MOMENTS
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@JKROHRS
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A moment to steal the sale & increase customer loyalty.
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A moment to build loyalty, good will & a $5.7B economic impact
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A moment to provide real-time inventory, increase sales, boost customer sat. & uncover new product opportunities.
CONNECTIVITY MOBILE
SOCIAL DATA
MOMENT MAKERS
OPTIMIZE KNOWN MOMENTS
UNCOVER HIDDEN MOMENTS
CREATE
NEW MOMENTS
#imbsummit
MAKE THE
SALE
BUILD YOUR
AUDIENCE
INCREASE BRAND
LOYALTY
THE HYBRID MARKETING
ENERGY GENERATION
@JKROHRS #imbsummit
THE AUDIENCE
IMPERATIVE USE 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 #imbsummit
#imbsummit
24.6M
23.8M
62.3M
#imbsummit
THE AUDIENCE
IMPERATIVE USE 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 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.
-- @Springsteen
ABBA: ALWAYS BE
BUILDING AUDIENCES
#imbsummit
WWW.AUDIENCEPRO.COM
JEFFREY K. ROHRS
VP, MARKETING INSIGHTS – SALESFORCE
@JKROHRS
#imbsummit
AUDIENCE: THE FLIP-SIDE OF
CONTENT
MARKETING
APRIL 2014