Wednesday, February 12, 2014

2014 Webinar SeriesWhy Growing, Engaging, and Retaining Customers Is Your #1 Audience Imperative

| 2

Why Growing, Engaging, and Retaining Customers Is Your #1 Audience Imperative

Learn why audience development is at the core of marketing today, and why this focus is the core responsibility for each and every marketer, from the CEO and CMO, to marketing directors and managers, down to on-the-front-line staff.   

Hear from "Audience" author Jeffery Rohrs, vice president of marketing with ExactTarget, how marketing has changed over the past decade to one of subscribers, followers, and fans, and why consumers want more from companies than just services and products; they want content and thought leadership. Drawing from his new book, “Audience,” during this eConsultancy webcast, Jeffrey will challenge companies to adopt The Audience Imperative focus – a mandate to use paid, earned and owned media to not only sell, but to engage and retain their audience long-term.

Mike Corak, executive vice president of strategy for ethology, will join and discuss how “challenger brands” (those sitting in 3rd, 4th and 5th place) don't have to play behind anymore in this new audience-focused world. 

David Tradewell, vice president of client engagement with eConsultancy, will moderate the webcast. #audienceET

| 3

What We Hope You Learn Today!

1. How to start thinking about and adopting The Audience Imperative; 

2. How Challengers Brands don't have to play from behind anymore; and

3. The importance of research and audience development to drive branding, sales and loyalty/retention.

#audienceET

| 4

Today’s Speakers

Mike Corak – EVP, Strategy | ethologyMike Corak is the Executive Vice President of Strategy at ethology, leading the strategic planning and agency services teams. An agency veteran, Corak has developed and implemented winning digital and integrated strategies for hundreds of companies over his 12-year career, including Coca-Cola, ConAgra Foods, ConocoPhillips, FedEx, Fujitsu, Nike, Office Depot, and Walt Disney. Prior to ethology, Corak led the interactive services, strategy and client management teams at Off Madison Avenue and iCrossing. Corak serves on the board of SEMPO (Search Engine Marketing Professional Organization), helping drive the search industry’s trade group initiatives in research and best practices education.Twitter @mikecorak of @ethology

Jeffrey Rohrs, VP of Marketing | ExactTargetJeff is a recovering attorney, bacon-lover, and Diet Coke addict who heads up ExactTarget’s Marketing Insights Team—a rag-tag bunch of awesome folks specializing in content marketing, social media, and thought-leadership. For the past four years, he has produced the award-winning SUBSCRIBERS, FANS & FOLLOWERS Research Series—the world’s first and longest-running examination of the changing nature of consumer relationships with brands through email, mobile, and social channels. His first book, AUDIENCE: Marketing in the Age of Subscribers, Fans & Followers, establishes audiences as critical business assets and challenges marketers to embrace a new, permanent responsibility: Proprietary Audience Development. When not pondering marketing’s complexities, Jeff can be found on the North Coast of Ohio bemoaning the state of his beloved Cleveland Browns.Twitter @jkrohrs of @ExactTarget

#audienceET

| 5

Today’s ModeratorDAVID ST. JOHN TRADEWELL – ECONSULTANCY

David has been an advertising, marketing and media professional since the early 1990’s and has more than 17 years experience in digital. He founded the first online advertising team for the Times Supplements Group at News International before joining the original global search engine, AltaVista in 1999. He was part of the founding team of Europe’s leading search and social media specialists, Spannerworks and stayed with the firm after its sale to iCrossing. During his tenure the company became the largest independent digital marketing firm in the world, before being sold to Hearst Media in 2010. David has worked with dozens of global brands and Fortune 500 business such as Coca-Cola, Bank of America, Toyota, eBay, Dell, Pfizer and Unilever.

#audienceET

AUDIENCEMARKETING IN THE AGE OFSUBSCRIBERS, FANS & FOLLOWERS

WWW.AUDIENCEPRO.COM

THE AUDIENCEIMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM.

@JKROHRS

TAKEAWAY #1: WE ARE THE HYBRID MARKETING GENERATION

FOSSIL FUEL

RENEWABLEENERGY

@JKROHRS

KINETIC ENERGY

HYBRID ENGINEERING

WHERE DOES BUSINESS ENERGY ORIGINATE?

CONSUMERS

WHAT IS MARKETING ENERGYCOMPRISED OF?

ATTENTION

SO WHERE DO WE STORE CONSUMER ATTENTION?

AUDIENCES

<1990 1990s

EventsDirect FaxDirect MailTelephone

1999 2000s 2014TVRadioPrintDisplay

IMEmailEventsDirect FaxDirect MailTelephone

TVRadioPrintDisplayCable TVWebsiteSearchOnline Display

IMEmailEvents Direct FaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing

Mobile EmailSMSIMEmailEventsDirect FaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsContextualWikisSocial NetworksMobile Web

SnapChat/WeChatApps/Push NotificationsGroup TextingSocial DMVoice MarketingMobile EmailSMS + MMSIM EventsEmailDirect FaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogs/ RSSPodcastsContextual WikisSocial NetworksMobile WebBehavioral Social Media & AdsVirtual WorldsIn-Game AdvertisingWidgetsTwitterMobile AppsGeolocationPinterestVine

CHANNEL (R)EVOLUTION

PAID MEDIA

OWNED MEDIA

EARNED MEDIA

TAKEAWAY #1: WE ARE THE HYBRID MARKETING GENERATION

#AUDIENCES ARE BUSINESS ASSETS

TAKEAWAY #2

@JKROHRS

$545 BILLION

USDSOURCE: @EMARKETER

30 SECONDS$4.5 MILLION USD

@JKROHRS

@JKROHRS

$35B USD

@JKROHRS

24.6M - 800,000- 3.2%

23.8M

$298.73

$64.53

- $234.20- 78.4%

EMAIL SUBSCRIBERS ARE A BUSINESS ASSET

YOUTUBE SUBSCRIBERS ARE A BUSINESS ASSET

SMS SUBSCRIBERS ARE A BUSINESS ASSET

FACEBOOK FANSARE A BUSINESS ASSET

TWITTER FOLLOWERSARE A BUSINESS ASSET

INSTAGRAM FOLLOWERSARE A BUSINESS ASSET

PINTEREST FOLLOWERSARE A BUSINESS ASSET

#AUDIENCES ARE BUSINESS ASSETS

TAKEAWAY #2

@JKROHRS

TAKEAWAY #3

#AUDIENCES DO NOT BUILD THEMSELVES

THE VALUE OFPROPRIETARY AUDIENCES IS

NOT APPRECIATED BY THE AVERAGE C-SUITE

MARKETING AS COST-CENTER

MARKETING AS ASSET GENERATOR

@JKROHRSWE FOCUS ON CAMPAIGN-BASED ROI

INSTEAD OF BIG-PICTURE VALUE

1,000,000 x $30.00$30,000,000.00

ASSET

WE NEED MORE THAN COMMUNITY MANAGERS

@JKROHRS

WE NEED ASSET MANAGERS

@JKROHRS

WE NEED DIRECTORS OF AUDIENCE DEVELOPMENT

TAKEAWAY #3

#AUDIENCES DO NOT BUILD THEMSELVES

TAKEAWAY #4#WE ARE ALL MEDIA COMPANIES

“CONTENT MARKETING IS A MARKETING TECHNIQUE OF CREATING & DISTRIBUTING RELEVANT & VALUABLE CONTENT TO ATTRACT, ACQUIRE & ENGAGE A CLEARLY DEFINED & UNDERSTOOD TARGET AUDIENCE WITH THE OBJECTIVE OF DRIVING PROFITABLE CUSTOMER ACTION.” -- @JOEPULIZZI

CONTENT MARKETING & PROPRIETARY AUDIENCE DEVELOPMENT ARE DIFFERENT SIDES OF THE SAME COIN.

TAKEAWAY #4#WE ARE ALL MEDIA COMPANIES

#NO AUDIENCE IS OWNED

TAKEAWAY #5

AUDIENCE SOVEREIGNITY

AUDIENCES CAN BE PROPREITARY

PROPRIETARY AUDIENCESARE EXCLUSIVE

THEY ARE BUILT UPONINDIVIDUAL PERMISSION

PERMISSION CAN BE REVOKED

ATTENTION MUST CONSTANTLY BE EARNED

ABBA: ALWAYS BEBUILDING AUDIENCES

#NO AUDIENCE IS OWNED

TAKEAWAY #5

#MOMENTS MATTER

TAKEAWAY #6

@esurance•200K+ entries in 1st minute

•5.4M hashtag uses•2.6B social impr. on Twitter

•+211K Twitter Followers

•12x web traffic

WE MUST DEMAND MORE FROM OUR PAID & OWNED MEDIA

#MOMENTS MATTER

TAKEAWAY #6

#PAID & PROPRIETARY AUDIENCES ARE CONVERGING

TAKEAWAY #7

#PAID & PROPRIETARY AUDIENCES ARE CONVERGING

TAKEAWAY #7

#WINNING COMPANIES WILL STAND ON THEIR

AUDIENCE’S SHOULDERS

TAKEAWAY #8

@JKROHRS

@JKROHRS

#WINNING COMPANIES WILL STAND ON THEIR

AUDIENCE’S SHOULDERS

TAKEAWAY #8

#AUDIENCE GROWTH MEANS SIZE, ENGAGEMENT & VALUE

TAKEAWAY #9

SIZE IS RELATIVE

SIZE ALSO MEANSACTIONABLE DATA

AUDIENCE ENGAGEMENT

ENGAGEMENT =ATTENTION

<1990 1990s

EventsDirect FaxDirect MailTelephone

1999 2000s 2014TVRadioPrintDisplay

IMEmailEventsDirect FaxDirect MailTelephone

TVRadioPrintDisplayCable TVWebsiteSearchOnline Display

IMEmailEvents Direct FaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing

Mobile EmailSMSIMEmailEventsDirect FaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsContextualWikisSocial NetworksMobile Web

SnapChat/WeChatApps/Push NotificationsGroup TextingSocial DMVoice MarketingMobile EmailSMS + MMSIM EventsEmailDirect FaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogs/ RSSPodcastsContextual WikisSocial NetworksMobile WebBehavioral Social Media & AdsVirtual WorldsWidgetsTwitterMobile AppsGeolocationPinterestVine

CHANNEL EXPLOSION

PRIMING THE PUMP

AUDIENCE VALUE

VALUE = VALUE TO YOU

LCV: LIFETIME CUSTOMER VALUE

NEV:NET EQUIVALENCY VALUE

CIV:COMPARATIVE INCENTIVE VALUE

#AUDIENCE GROWTH MEANS SIZE, ENGAGEMENT & VALUE

TAKEAWAY #9

#PROPRIETARY AUDIENCE DEVELOPMENT IS A

LONG-TERM RESPONSIBILITY

TAKEAWAY #10

WWW.AUDIENCEPRO.COM

JEFFREY K. ROHRSVP, MARKETING INSIGHTS - EXACTTARGET

@JKROHRS

| 119 #audienceET

About ethology

ethology is an integrated full-service digital marketing agency for evolving brands. The agency offers consumer research, strategy, planning, search, display and social media, email, content and web development, creative and analytic services.

www.ethology.com

| 120 #audienceET

Thanks for your time Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and ecommerce. Our hub has 180,000+ subscribers worldwide from clients, agencies and suppliers alike. We help our subscribers build their internal capabilities via a combination of research reports and how-to guides, training and development, face-to-face conferences, forums and professional networking.

Since 1999 our resources have helped subscribers learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practices and innovation.

www.econsultancy.com

All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsulancy.com Ltd 2011.

| 121