Proprietary audience development is now a core marketing responsibility. Every company needs audiences to survive. They are where you find new customers and develop more profitable relationships. And yet most companies today treat their email, mobile and social media audiences like afterthoughts, instead of the corporate assets they are.
With this book, Jeff Rohrs seeks to change this dynamic through adoption of 'The Audience Imperative'. This powerful mandate challenges all companies to use their paid, owned and earned media to not only sell in the short-term, but also increase the size, engagement and value of their proprietary audiences over the long-term.
As content marketing professionals have discovered, the days of 'build it and they will come' are long gone. If you're looking for a way to gain a lasting advantage over your competition, look no further and start building your email, Facebook, Google, Instagram, mobile app, SMS, Twitter, website and YouTube audiences to last.
Foreword Scott Dorsey
Introduction: Why AUDIENCE?
Part I: The Audience Imperative
Chapter 1 Audiences as Assets: Think Like the Boss
Chapter 2 The Audience Imperative: Our Hybrid Source of Business Energy
Chapter 3 Your Proprietary Audiences: Seekers, Amplifiers & Joiners
Chapter 4 The VIP Joiners: Subscribers, Fans & Followers
Chapter 5 Beyond Don Draper: Paid, Owned & Earned Media
Chapter 6 Increase What Matters: Size, Engagement & Value
Chapter 7 A Larger Font: Our Long-Term Responsibilities
Part II: The Audience Channels
Chapter 8 Website: Marketing's Magnetic Center
Chapter 9 Email: The Bedrock Audience
Chapter 10 Facebook: Making It Personal
Chapter 11 Twitter: Real-Time Characters
Chapter 12 Blogs: A Website by Another Name
Chapter 13 Mobile Apps: Audiences on the Go
Chapter 14 LinkedIn: The Professional Audience
Chapter 15 YouTube: Internet Built the Video Star
Chapter 16 Google+: The Great Unknown
Chapter 17 Pinterest: A Collection of Beautiful Followers
Chapter 18 SMS: Cutting Through the Clutter
Chapter 19 Instagram: Moving Pictures
Chapter 20 Podcasts: Listen Carefully
Chapter 21 Other Audience Channels: More? You Want More?!?
Part III: The Audience Roadmap
Chapter 22 Map & Align: Strategy and Team
Chapter 23 Build & Engage: Audiences on Demand
Chapter 24 Serve, Honor, Deliver, Surprise & Delight: The Red Velvet Touch
Chapter 25 Test & Evolve: What Marketers Can Learn from 5,000 Years of Football
Conclusion
Notes
Acknowledgments
Index
