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Audience - Marketing in the Age of Subscribers, Fans & Followers: Marketing in the Age of Subscribers, Fans and Followers Hardcover – 6 December 2013

by JK Rohrs (Author)
4.3 4.3 out of 5 stars 131 ratings
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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.
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  1. Print length
    288 pages
  2. Language
    English
  3. Publisher
    John Wiley & Sons Inc
  4. Publication date
    6 December 2013
  5. Dimensions
    15.88 x 2.54 x 23.5 cm
  6. ISBN-10
    1118732731
  7. ISBN-13
    978-1118732731
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Product description

From the Inside Flap

Most companies are still taking one step forward and two steps back in their customer relationships because they don't understand how to build and engage a long-term online audience. The new job every marketer must learn is "Proprietary Audience Development." Audience is a manifesto a "call to arms" that every marketer can deliver to their C-Suite in order to permanently put an end to "spammy" digital marketing and social media strategies that may gain a few quick sales but lose a long-term audience.

This powerful mandate challenges all companies to treat their email, mobile, and social audiences like the corporate assets they are. In AUDIENCE, author Jeff Rohrs establishes The Audience Imperative for every company: to use your paid, owned, and earned media to not only sell in the short-term but also increase the size, engagement, and value of proprietary audiences over the long-term. To gain a lasting advantage over your competition, look no further than your email, Facebook, Google, Instagram, mobile app, SMS, Twitter, website, and YouTube, where you can start building audiences that last.

Through research data and case studies, this book details how marketers can gain a competitive advantage with proven strategies, including how to:

  • Embrace "Hybrid Marketing" to squeeze more value from "Fossil Fuel Marketing" (i.e., paid media)
  • Build "renewable energy sources" (owned email, mobile, and social audiences) that provide long-term competitive advantage
  • Create your own Proprietary Audience Development strategy
  • Market with the Red Velvet Touch: Serve the individual, honor their preferences, deliver relevant content, surprise them with access, and delight them with your company's humanity
  • Test and evolve your efforts on an ongoing basis

Every company needs audiences to survive. They are the source of new customers and more profitable relationships. It's time to restructure your marketing efforts to serve your most important asset. Master the art and the science of Proprietary Audience Development.

From the Back Cover

Most companies are still taking one step forward and two steps back in their customer relationships because they don’t understand how to build and engage a long-term online audience. The new job every marketer must learn is “Proprietary Audience Development.” AUDIENCE is a manifesto―a “call to arms”―that every marketer can deliver to their C-Suite in order to permanently put an end to “spammy” digital marketing and social media strategies that may gain a few quick sales but lose a long-term audience.

This powerful mandate challenges all companies to treat their email, mobile, and social audiences like the corporate assets they are. In AUDIENCE, author Jeff Rohrs establishes The Audience Imperative for every company: to use your paid, owned, and earned media to not only sell in the short-term but also increase the size, engagement, and value of proprietary audiences over the long-term. To gain a lasting advantage over your competition, look no further than your email, Facebook, Google, Instagram, mobile app, SMS, Twitter, website, and YouTube, where you can start building audiences that last.

Through research data and case studies, this book details how marketers can gain a competitive advantage with proven strategies, including how to:

  • Embrace “Hybrid Marketing” to squeeze more value from “Fossil Fuel Marketing” (i.e., paid media)
  • Build “renewable energy sources” (owned email, mobile, and social audiences) that provide long-term competitive advantage
  • Create your own Proprietary Audience Development strategy
  • Market with the Red Velvet Touch: Serve the individual, honor their preferences, deliver relevant content, surprise them with access, and delight them with your company’s humanity
  • Test and evolve your efforts on an ongoing basis

Every company needs audiences to survive. They are the source of new customers and more profitable relationships. It’s time to restructure your marketing efforts to serve your most important asset. Master the art and the science of Proprietary Audience Development.

Product details

  • Publisher ‏ : ‎ John Wiley & Sons Inc; 1st edition (6 December 2013)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 288 pages
  • ISBN-10 ‏ : ‎ 1118732731
  • ISBN-13 ‏ : ‎ 978-1118732731
  • Item Weight ‏ : ‎ 1 kg 50 g
  • Dimensions ‏ : ‎ 15.88 x 2.54 x 23.5 cm
  • Customer Reviews:
    4.3 4.3 out of 5 stars 131 ratings

About the author

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Jeffrey K. Rohrs

Jeffrey K. Rohrs

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Jeffrey K. Rohrs is a pied piper of marketing sensibilities. In his role as Vice President of Marketing Insights for ExactTarget, a salesforce.com company, he speaks around the globe on digital marketing topics while also leading ExactTarget's content marketing, research, social media, and thought-leadership teams. Jeff also co-created and continues to produce the award-winning SUBSCRIBERS, FANS & FOLLOWERS Research Series.

His first book, AUDIENCE: MARKETING IN THE AGE OF SUBSCRIBERS, FANS & FOLLOWERS, explores the emergence of Proprietary Audience Development as a core marketing responsibility. Informed by Jeff's deep knowledge of email, mobile, search engine, and social media marketing, the book is a must-read for CEOs and new marketers alike -- anyone looking to gain a competitive advantage in today's ever-expanding marketing universe.

Prior to joining ExactTarget, Jeff served as President of Optiem, a digital marketing agency where his clients included Calphalon, Insurance.com, and Sherwin-Williams. He's also a recovering attorney, bacon-lover, and die-hard Cleveland sports victim. Jeff lives in Lakewood, Ohio, with his crafty wife, two terribly entertaining kids, and a dog that thinks she's human. There's probably a book in that too.

Customer reviews

4.3 out of 5 stars
4.3 out of 5
131 global ratings

Top review from India

Amlin
4.0 out of 5 stars Great work
Reviewed in India on 28 June 2016
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Excellent
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Top reviews from other countries

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Greg carroll
4.0 out of 5 stars It’s great - just needs an update
Reviewed in the United Kingdom on 21 April 2019
Verified Purchase
A staple book that everybody in marketing should read. It’s interesting and worth the purchase price
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Jim Barry
5.0 out of 5 stars Highly recommended primary reading for an MBA courses in social media
Reviewed in the United States on 26 November 2014
Verified Purchase
For academics, Jeffrey Rohr's Audience should be seriously considered as the primary text for an MBA-level course in social media marketing. The author, Jeffrey Rohrs, nails the concepts covered in a curriculum aimed at transitioning traditional marketing to marketing in the age of subscribers, fans & followers. More importantly, the structure of the book is well integrated around audiences, as opposed to searchable content and social platforms, as a company's key asset.

The book, in my opinion, qualifies academically as the best primary reading for MBA level courses. The recommendation is based on the following:

1). Jeffrey's formula for discovering, engaging and capturing proprietary audiences offers a great baseline in which to introduce marketing in a social era. But rather than the typical topic progression from developing channels, searchable content, and social organizations, the author builds the entire market strategy around the development of proprietary audiences as manifested in cultivated audience seekers, amplifiers and joiners. In so doing, students understand why, how and where content and social media fits into an enterprise-wide marketing plan.
2). As readers are exposed to the goal of proprietary audience development from seekers through joiners, every social platform, channel and media format is covered with a sense of purpose. This alleviates the struggle professors have in dealing with SoLoMo, search, and content hairballs. As a bonus, each chapter ends in a detailed channel summary. This is a refreshing change from the typical "let's learn about social networking and content" before we dive into strategic initiatives. The latter often makes it difficult for professor to engage in critical thinking exercises until midway through the course.
3). Many credible insights are provided on proprietary audience development. The author goes into great detail on the keys to balancing paid, earned and owned media that are taken from successful entertainers as well as well documented empirical evidence.
4). Organization of the book is perfect for an MBA curriculum. Each chapter ends in a strategic foundation with email being the bedrock audience. More than just describing best practices, each chapter leaves a strategic message like using a website as a magnetic center; making things personal with Facebook; and capturing audiences on the go with apps. What may seem like an obvious course of action is often ignored in textbooks. The Seeker-to-Amplifier-to-Joiner framework, for example, gets students to focus more on audience goals and market opportunities than gaining proficiency in tool and social tactics.
5.) The book is highly current on the role of mobile apps, influence marketing, visual dominance and popular platforms used today.
6.) The book offers many case examples, strategy mapping and roadmaps to use as frameworks for students to follow in their audience strategies. Some of the frameworks fit well into critical thinking capstone projects and evidence of learning outcomes.
7.) Topics are sequenced in a learn-as-you-go format starting with proprietary audience rationale and progressing through audience channel development and the building of an audience roadmap.
8.) The book is easy to digest. It is one of the few on this topic where I could not put it down.
4 people found this helpful
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Cliente de Kindle
5.0 out of 5 stars Estupendo!
Reviewed in Spain on 15 June 2014
Verified Purchase
Este libro me ha enseñado muchas cosas de las audiencias.. Importante para todo aquel que busca que su Web tenga visibilidad online.. lo recomiendo..
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Kyle Lacy
5.0 out of 5 stars Audience is a Must Have!
Reviewed in the United States on 22 November 2013
Verified Purchase
I have spent the past two years working with Jeff Rohrs on the research series, Subscriber, Fans, and Followers, and I know first hand the brillance behind the man. The Audience Imperative is one of the more pressing strategies for any business looking to transform the way they "do marketing." The "audience" is going to be one of the more valuable assets to any business in the years to come and this book gives you the tactics and tools necessary to realize audience growth success. If you are a business owner, executive, manager or marketer I highly recommend this book. This is one step beyond social, email and mobile. It is the next step in marketing technology and strategy.
3 people found this helpful
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CK Syme
4.0 out of 5 stars Valuable read for marketers and personal brands
Reviewed in the United States on 23 August 2015
Verified Purchase
“Audience is the bedrock upon which every business is built.” That golden nugget is the thesis of the book.

All audiences are not created equal. Rohr maintains that marketers too often circumvent the harder work of building a proprietary audience and defer to a third party alternative. He writes, “It will always be far easier to call your media buyer, rattle off some target demographics, and rent audience attention than it will be to command your own.” Building a proprietary audience helps you deliver the right message to the right person at the right time.

Building a proprietary audience takes work. Rohr uses a Bruce Springsteen quote to drive the point home: “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.”

We fail to develop our own audiences for a number of different reasons. Rohr maintains that marketers are more focused on channel strategies than audience growth strategies—a critical error. Also, marketers focus on what Rohr calls “fossil fuel channels” or traditional marketing methods that rely on the reach of third parties that may or may not find the people we need.

Audiences are made up of differing segments: seekers, amplifiers, and joiners. Our marketing plans must include content for each group. The book offers valuable insight into the interaction habits and motivations of each group.

Make sure your marketing efforts are about more than selling products. What should the goals be? They are distilled in Rohr’s Audience Imperative: “Use you paid, owned, and earned media not only to sell in the short term but also increase the size, engagement, and value of your proprietary audiences over the long term.

The book is a good read. There is a section on value equations that might be bumpy for some, but overall the subject is timely and the content is helpful. The author also breaks down some of the major channels (websites, email marketing, Facebook, Twitter) and how they can help build your audience.
One person found this helpful
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