Audience
Marketing in the Age of Subscribers, Fans and Followers
Editorial Review
What are the most important assets of your business today? Your brand? Intellectual property? Physical facilities? Inventory? Employees? All of these are likely answers; however, there’s one asset that is constantly missing when we ask companies this very question: Audiences. The equation is simple: Bigger audiences = more revenue. You may think that this equation doesn’t apply to you if you work outside of an audience-centric industry, but it does. Do you pay for advertising? Then audience matters. Do you have a website? Then audience matters. Do you want to grow your business? Then audience matters. Audience is the bedrock upon which every business is built.
Book Reviews
Books on Related Topics
Chuck Martin takes readers on a journey from the creation of the first screen to the revolutionary third. Martin describes the cultural and social changes incurred by the first screen (the television) and the second screen (the personal computer), opening up his discussion of how the third screen—the mobile device—is redefining
In Exceptional Service, Exceptional Profit insiders Leonardo Inghilleri and Micah Solomon reveal the secrets of providing online and offline customer service so superior it nearly guarantees loyalty.
Customers don’t simply buy products or services; they hire them to do a job. Understanding customers does not drive innovation success. Understanding customer jobs does. If you build your foundation on the pursuit of understanding your customers’ jobs, your strategy will no longer need to rely on luck. In fact, you’ll
Brands want to be talked about so people will buy their products and services. Consumers want to interact with brands that make the products and services they purchase. Brands also want consumers to relate to them, become highly loyal, and buy that same brand for the rest of their lives. They
Have a passion project you want to share with the world? Something amazing you always wanted to do, but don't know how to reach an audience? Then let this Gundi Gabrielle walk you through SassyZenGirl's proven 7-STEP FORMULA to go from ZERO (followers) to INFLUENCER STATUS in just a few months!
Wisdom to Share
Proprietary audience development is a comprehensive, collaborative, and cross-channel effort to build audiences that your company alone can access.
When you build bigger and better proprietary audiences than your competition, you gain a tremendous advantage in the marketplace.
The amplifier audience has the potential to spread your messaging to people you could never reach otherwise.
Your most vocal amplifiers are probably not strangers. Happy customers can serve double duty as amplifiers as can employees and partners.
Subscribers provide something of value to receive exclusive information delivered to the channel of their choosing.
Organizational value is one other value to keep in mind as you seek to build your proprietary audiences: The value they command in the eyes of your company.
Thanks to social and mobile, we’re all in a boat that’s taking on the weight of additional consumer channels and expectations, and it’s going to take all hands on deck to stay afloat.
Respond to results, not headlines. Instead of reading headlines, we must focus on and use actual marketing results to guide our hand.
The game of marketing today is so complex because it is not one game; it is many—each with a set of rules evolving in real time that serve to confuse the uninitiated.
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