Marketing in the Age of Subscribers, Fans and Followers

by Jeffrey Rohrs

Number of pages: 288

Publisher: Wiley

BBB Library: Sales and Marketing

ISBN: 9781118732731

About the Author

Jeffrey K. Rohrs is a pied piper of marketing sensibilities. 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.


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

"Speaking to email, social, and mobile marketers, you might think the concept of audience growth would be old hat. But Jeff asserted that few marketers are approaching audience development as the foundational responsibility connecting all of their efforts. If marketers are not building proprietary audiences in a strategic fashion, then they're broadcasting content to an empty room." salesforce

"Jeff Rohrs really gets the complex world and nuances of customers, prospects, subscribers, fans, and followers and what makes them valuable to your company. Rohrs is a veteran executive of ExactTarget and author of the new bookAudience, Marketing in the Age of Subscribers, Fans & Followers, and I was thrilled to talk to him about his new book, what brands are doing well in terms of audience development, and related trends."

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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.

Customers are the be-all and the end-all of joiner audiences.

Subscribers provide something of value to receive exclusive information delivered to the channel of their choosing.

Media companies themselves are a driving force behind the rise of converged media.

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.

Ditch any “not my job” attitude.

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.

Never stop learning; this is the only way to remain relevant as a marketer.

Your challenge is to open your eyes to the value of all of your company’s proprietary audiences.

Those who don’t know their history are doomed to repeat it.

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.

Channels may rise and fall, but seekers, amplifiers, and joiners will always be assets that the smartest companies build, nurture, and value in order to beat the competition.