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Audience: Marketing in the Age of Subscribers, Fans and Followers Hardcover – November 11, 2013
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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 manifestoa "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
"A highly practical book, Audience details the why-to and how-to of building your own brand's 'proprietary audience' of potential customers, supporters, fans, and advocates. Jeff Rohrs has written a succinct, to the point, and extremely useful book that should be on every marketer's desk today."
Don Peppers and Martha Rogers, PhD, coauthors of Extreme Trust: Honesty as a Competitive Advantage
"This is a strategic book, a plea to recognize (before it's too late) the value of earning audience engagement. In many ways, it's the latest chapter following the line of thought I introduced in Permission Marketing."
Seth Godin, author
"During a time of unprecedented change, volatility, and innovation, marketers would do well to rethink their obsession with quantity (eyeballs, impressions, likes) and, instead, focus on quality (human beings, employees, customers). Audience reminds, challenges, and inspires us to prioritize, connect, and truly engage."
Joseph Jaffe, author of Flip the Funnel and Z.E.R.O.
"This is the book I've been waiting for because it ignites a conversation that businesses desperately need to have. To be a 'publisher' in our social and digital world means that your audience matters more than everand is the key to your success. An audience for your content is your biggest marketing asset, and Jeff's book shows you not just why, but how to serve, honor, and delight the people in your audiencefirst, and relentlessly."
Ann Handley, Chief Content Officer, MarketingProfs; coauthor of Content Rules
"Without attention and connection, you've got a big pile of nothingespecially in social media and digital marketing. This book provides a unique and thorough analysis of the real motivations of the most important people to your company: your audience. Read it."
Jay Baer, New York Times best-selling author of Youtility: Why Smart Marketing Is About Help not Hype
"So many brands out there create content without a clear business goal. Jeff Rohrs has the answer: build loyal subscribers. This book will transform your content marketing strategy. Buy it, use it, and pass it on to your CMO."
Joe Pulizzi, founder, Content Marketing Institute; author of Epic Content Marketing
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Top Customer Reviews
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.Read more ›
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.Read more ›
Those who attract audiences rather than renting those of others using paid media are at a significant competitive advantage.
Jeff lays out a path to building audiences which first examines the different archetypes of SEEKERS, JOINERS and AMPLIFIERS and how they relate to SUBSCRIBERS, FANS and FOLLOWERS.
Filled with interesting examples and easy to follow thinking, Audience is a must for any marketer seeking to utilise content marketing or social media marketing or those looking to understand how to build earned media.
Most Recent Customer Reviews
Very insightful book and the right pace for those who are interested in building an audience and need to know where to begin.Published 13 months ago by Jeff Julian
Jeffrey's book should be a guiding light for all marketeers and other communication professionals for the coming years, I know it will be mine. Read morePublished 21 months ago by Hans van der Meulen
I've been in content marketing for nearly a decade and AUDIENCE has opened my eyes to the importance of audience development. Read morePublished 22 months ago by Chad White
Jeff Rohrs has illustrated a point we know from banking, every touch point with a customer is an opportunity to grow the relationship. Read morePublished on May 19, 2014 by Amazon Customer
Clarity, strategy and tactics. That's what Rohrs delivers to his readers. Part 1: The Audience Imperative clarifies many of the ambiguous terms using in today's digital marketing... Read morePublished on May 2, 2014 by Frank Moyer
Fantastic practical advice book that can let any level marketer put ideas into action in a matter of minutes. Read morePublished on April 18, 2014 by D. Heimbrock
If you only purchase one book this year I highly recommend Audience, Marketing in the Age of Subscribers, Fans and Followers. Read morePublished on April 10, 2014 by Adam Cooke