Mike Corak & Jeffrey Rohrs talk up the importance of audiences in the age of content marketing.

1. 2014 Webinar Series
Wednesday, February 12, 2014
Why Growing, Engaging, and Retaining
Customers Is Your #1 Audience Imperative

2. Why Growing, Engaging, and Retaining
Customers Is Your #1 Audience Imperative
Learn why audience development is at the core of marketing today, and why this focus is the core
responsibility for each and every marketer, from the CEO and CMO, to marketing directors and
managers, down to on-the-front-line staff.
Hear from "Audience" author Jeffery Rohrs, vice president of marketing with ExactTarget, how
marketing has changed over the past decade to one of subscribers, followers, and fans, and why
consumers want more from companies than just services and products; they want content and
thought leadership. Drawing from his new book, “Audience,” during this eConsultancy webcast,
Jeffrey will challenge companies to adopt The Audience Imperative focus – a mandate to use
paid, earned and owned media to not only sell, but to engage and retain their audience long-term.
Mike Corak, executive vice president of strategy for ethology, will join and discuss how “challenger
brands” (those sitting in 3rd, 4th and 5th place) don't have to play behind anymore in this new
audience-focused world.
David Tradewell, vice president of client engagement with eConsultancy, will moderate the
webcast.
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3. What We Hope You Learn Today!
1. How to start thinking about and adopting The
Audience Imperative;
2. How Challengers Brands don't have to play from
behind anymore; and
3. The importance of research and audience
development to drive branding, sales and
loyalty/retention.
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4. Today’s Speakers
Jeffrey Rohrs, VP of Marketing | ExactTarget
Jeff is a recovering attorney, bacon-lover, and Diet Coke addict who heads up ExactTarget’s Marketing Insights
Team—a rag-tag bunch of awesome folks specializing in content marketing, social media, and thought-leadership.
For the past four years, he has produced the award-winning SUBSCRIBERS, FANS & FOLLOWERS Research
Series—the world’s first and longest-running examination of the changing nature of consumer relationships with
brands through email, mobile, and social channels. His first book, AUDIENCE: Marketing in the Age of Subscribers,
Fans & Followers, establishes audiences as critical business assets and challenges marketers to embrace a new,
permanent responsibility: Proprietary Audience Development. When not pondering marketing’s complexities, Jeff
can be found on the North Coast of Ohio bemoaning the state of his beloved Cleveland Browns.
Twitter @jkrohrs of @ExactTarget
Mike Corak – EVP, Strategy | ethology
Mike Corak is the Executive Vice President of Strategy at ethology, leading the strategic planning and agency
services teams. An agency veteran, Corak has developed and implemented winning digital and integrated
strategies for hundreds of companies over his 12-year career, including Coca-Cola, ConAgra Foods,
ConocoPhillips, FedEx, Fujitsu, Nike, Office Depot, and Walt Disney. Prior to ethology, Corak led the interactive
services, strategy and client management teams at Off Madison Avenue and iCrossing. Corak serves on the board
of SEMPO (Search Engine Marketing Professional Organization), helping drive the search industry’s trade group
initiatives in research and best practices education.
Twitter @mikecorak of @ethology
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5. Today’s Moderator
DAVID ST. JOHN TRADEWELL – ECONSULTANCY
David has been an advertising, marketing and media professional since the early 1990’s and has
more than 17 years experience in digital. He founded the first online advertising team for the
Times Supplements Group at News International before joining the original global search engine,
AltaVista in 1999. He was part of the founding team of Europe’s leading search and social media
specialists, Spannerworks and stayed with the firm after its sale to iCrossing. During his tenure
the company became the largest independent digital marketing firm in the world, before being
sold to Hearst Media in 2010. David has worked with dozens of global brands and Fortune 500
business such as Coca-Cola, Bank of America, Toyota, eBay, Dell, Pfizer and Unilever.
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6. AUDIENCE
MARKETING IN THE AGE OF
SUBSCRIBERS, FANS & FOLLOWERS

7. WWW.AUDIENCEPRO.COM

8. 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

9. TAKEAWAY #1:
WE ARE THE
HYBRID MARKETING
GENERATION

11. FOSSIL FUEL

12. RENEWABLE
ENERGY

13. KINETIC ENERGY
@JKROHRS

14. HYBRID ENGINEERING

15. WHERE DOES BUSINESS
ENERGY ORIGINATE?

16. CONSUMERS

17. WHAT IS MARKETING ENERGY
COMPRISED OF?

18. ATTENTION

19. SO WHERE DO WE STORE
CONSUMER ATTENTION?

20. AUDIENCES

21. CHANNEL (R)EVOLUTION
Events
Direct Fax
Direct Mail
Telephone
IM
Email
Events
Direct Fax
Direct Mail
Telephone
IM
Email
Events
Direct Fax
Direct Mail
Telephone
<1990
Mobile Email
SMS
IM
Email
Events
Direct Fax
Direct Mail
Telephone
1990s
1999
2000s
TV
Radio
Print
Display
TV
Radio
Print
Display
Cable TV
Website
Search
Online Display
TV
Radio
Print
Display
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Webinars
Affiliate Marketing
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/WeChat
Apps/Push Notifications
Group Texting
Social DM
Voice Marketing
Mobile Email
SMS + MMS
IM
Events
Email
Direct Fax
Direct Mail
Telephone
2014
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

22. PAID
MEDIA

23. OWNED MEDIA

24. EARNED MEDIA

25. TAKEAWAY #1:
WE ARE THE
HYBRID MARKETING
GENERATION

26. TAKEAWAY #2
#AUDIENCES ARE
BUSINESS ASSETS
@JKROHRS

27. $545
BILLION
USD
SOURCE: @EMARKETER

28. 30 SECONDS
$4.5 MILLION USD
@JKROHRS

29. $35B USD
@JKROHRS

31. @JKROHRS

32. 24.6M
23.8M
- 800,000
- 3.2%

33. $298.73
$64.53
- $234.20
- 78.4%

34. EMAIL SUBSCRIBERS
ARE A BUSINESS ASSET

35. YOUTUBE SUBSCRIBERS
ARE A BUSINESS ASSET

36. SMS SUBSCRIBERS
ARE A BUSINESS ASSET

37. FACEBOOK FANS
ARE A BUSINESS ASSET

38. TWITTER FOLLOWERS
ARE A BUSINESS ASSET

39. INSTAGRAM FOLLOWERS
ARE A BUSINESS ASSET

40. PINTEREST FOLLOWERS
ARE A BUSINESS ASSET

41. TAKEAWAY #2
#AUDIENCES ARE
BUSINESS ASSETS
@JKROHRS

42. TAKEAWAY #3
#AUDIENCES DO NOT
BUILD THEMSELVES

44. THE VALUE OF
PROPRIETARY AUDIENCES IS
NOT APPRECIATED
BY THE AVERAGE C-SUITE

45. MARKETING AS COST-CENTER

46. MARKETING AS ASSET GENERATOR

47. WE FOCUS ON CAMPAIGN-BASED ROI
@JKROHRS

48. INSTEAD OF BIG-PICTURE VALUE

49. 1,000,000
x $30.00
$30,000,000.00
ASSET

50. WE NEED MORE THAN COMMUNITY MANAGERS
@JKROHRS

51. WE NEED ASSET MANAGERS
@JKROHRS

52. WE NEED DIRECTORS OF
AUDIENCE DEVELOPMENT

53. TAKEAWAY #3
#AUDIENCES DO NOT
BUILD THEMSELVES

54. TAKEAWAY #4
#WE ARE ALL
MEDIA COMPANIES

62. “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

63. CONTENT MARKETING & PROPRIETARY
AUDIENCE DEVELOPMENT ARE DIFFERENT
SIDES OF THE SAME COIN.

64. TAKEAWAY #4
#WE ARE ALL
MEDIA COMPANIES

65. TAKEAWAY #5
#NO AUDIENCE IS OWNED

66. AUDIENCE SOVEREIGNITY

67. AUDIENCES CAN
BE PROPREITARY

68. PROPRIETARY AUDIENCES
ARE EXCLUSIVE

69. THEY ARE BUILT UPON
INDIVIDUAL PERMISSION

70. PERMISSION
CAN BE REVOKED

71. ATTENTION MUST
CONSTANTLY BE EARNED

72. ABBA: ALWAYS BE
BUILDING AUDIENCES

73. TAKEAWAY #5
#NO AUDIENCE IS OWNED

74. TAKEAWAY #6
#MOMENTS MATTER

78. @esurance
• 200K+ entries in
1st minute
• 5.4M hashtag uses
• 2.6B social impr.
on Twitter
• +211K Twitter
Followers
• 12x web traffic

82. WE
MUST
DEMAND
MORE
FROM
OUR
PAID &
OWNED
MEDIA

86. TAKEAWAY #6
#MOMENTS MATTER

87. TAKEAWAY #7
#PAID & PROPRIETARY
AUDIENCES ARE CONVERGING

89. TAKEAWAY #7
#PAID & PROPRIETARY
AUDIENCES ARE CONVERGING

90. TAKEAWAY #8
#WINNING COMPANIES
WILL STAND ON THEIR
AUDIENCE’S SHOULDERS

91. @JKROHRS

92. @JKROHRS

100. TAKEAWAY #8
#WINNING COMPANIES
WILL STAND ON THEIR
AUDIENCE’S SHOULDERS

101. TAKEAWAY #9
#AUDIENCE GROWTH MEANS
SIZE, ENGAGEMENT & VALUE

102. SIZE IS RELATIVE

103. SIZE ALSO MEANS
ACTIONABLE DATA

104. AUDIENCE ENGAGEMENT

105. ENGAGEMENT =
ATTENTION

106. CHANNEL EXPLOSION
Events
Direct Fax
Direct Mail
Telephone
<1990
TV
Radio
Print
Display
IM
Email
Events
Direct Fax
Direct Mail
Telephone
IM
Email
Events
Direct Fax
Direct Mail
Telephone
1990s
1999
TV
TV
Radio
Radio
Print
Print
Display
Display
Cable TV
Website
Website
Search
Search
Online Display
Online DisplayPaid Search
Landing
Pages
Microsites
Online Video
Mobile Email
SMS
IM
Email
Events
Direct Fax
Direct Mail
Telephone
SnapChat/WeChat
Apps/Push Notifications
Group Texting
Social DM
Voice Marketing
Mobile Email
SMS + MMS
IM
Events
Email
Direct Fax
Direct Mail
Telephone
2000s
2014
TV
TV
Radio
Print
Display
Radio
Website
Search
Print
Online Display
Paid Search
Display
Landing Pages
Microsites
Website
Online Video
Affiliate Marketing
Webinars
Search
Blogs/ RSS
Online DisplayPodcasts
Contextual
Paid Search Wikis Networks
Social
Mobile Web
Landing
Behavioral
Social Media & Ads
Virtual Worlds
Pages
Widgets
Twitter
Microsites
Mobile Apps
Online Video Geolocation
Pinterest
Vine

107. PRIMING THE PUMP

109. AUDIENCE VALUE

110. VALUE = VALUE TO YOU

112. LCV:
LIFETIME CUSTOMER VALUE

113. NEV:
NET EQUIVALENCY VALUE

114. CIV:
COMPARATIVE INCENTIVE VALUE

115. TAKEAWAY #9
#AUDIENCE GROWTH MEANS
SIZE, ENGAGEMENT & VALUE

116. TAKEAWAY #10
#PROPRIETARY AUDIENCE
DEVELOPMENT IS A
LONG-TERM RESPONSIBILITY

117. WWW.AUDIENCEPRO.COM

118. JEFFREY K. ROHRS
VP, MARKETING INSIGHTS - EXACTTARGET
@JKROHRS

119. | 119
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120. About ethology
ethology is an integrated full-service digital marketing agency for
evolving brands. The agency offers consumer research, strategy,
planning, search, display and social media, email, content and web
development, creative and analytic services.
www.ethology.com
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121. Thanks for your time
Econsultancy is a global independent community-based publisher, focused on best
practice digital marketing and ecommerce. Our hub has 180,000+ subscribers
worldwide from clients, agencies and suppliers alike. We help our subscribers build
their internal capabilities via a combination of research reports and how-to guides,
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networking.
Since 1999 our resources have helped subscribers learn, make better decisions, build
business cases, find the best suppliers, accelerate their careers and lead the way in
best practices and innovation.
www.econsultancy.com
All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical,
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Copyright © Econsulancy.com Ltd 2011.
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