{"product_id":"audience-isbn-9781118732731","title":"Audience","description":"\u003cb\u003eAUDIENCE\u003c\/b\u003e \u003cp\u003eMost 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.” \u003ci\u003eAUDIENCE \u003c\/i\u003eis 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. \u003c\/p\u003e\u003cp\u003eThis powerful mandate challenges all companies to treat their email, mobile, and social audiences like the corporate assets they are. In \u003ci\u003eAUDIENCE\u003c\/i\u003e, author Jeff Rohrs establishes \u003ci\u003eThe Audience Imperative\u003c\/i\u003e 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. \u003c\/p\u003e\u003cp\u003eThrough research data and case studies, this book details how marketers can gain a competitive advantage with proven strategies, including how to: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e Embrace “Hybrid Marketing” to squeeze more value from “Fossil Fuel Marketing” (i.e., paid media)\u003c\/li\u003e \u003cli\u003e Build “renewable energy sources” (owned email, mobile, and social audiences) that provide long-term competitive advantage\u003c\/li\u003e \u003cli\u003e Create your own Proprietary Audience Development strategy\u003c\/li\u003e \u003cli\u003e Market with the \u003ci\u003eRed Velvet Touch\u003c\/i\u003e: Serve the individual, honor their preferences, deliver relevant content, surprise them with access, and delight them with your company’s humanity\u003c\/li\u003e \u003cli\u003e Test and evolve your efforts on an ongoing basis\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003eEvery 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. \u003c\/p\u003e\u003cp\u003eForeword \u003ci\u003eScott Dorsey\u003c\/i\u003e ix\u003c\/p\u003e \u003cp\u003eIntroduction: Why AUDIENCE? 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: The Audience Imperative 5\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 Audiences as Assets: Think Like the Boss 7\u003c\/p\u003e \u003cp\u003eChapter 2 The Audience Imperative: Our Hybrid Source of Business Energy 17\u003c\/p\u003e \u003cp\u003eChapter 3 Your Proprietary Audiences: Seekers, Amplifiers \u0026amp; Joiners 26\u003c\/p\u003e \u003cp\u003eChapter 4 The VIP Joiners: Subscribers, Fans \u0026amp; Followers 41\u003c\/p\u003e \u003cp\u003eChapter 5 Beyond Don Draper: Paid, Owned \u0026amp; Earned Media 56\u003c\/p\u003e \u003cp\u003eChapter 6 Increase What Matters: Size, Engagement \u0026amp; Value 70\u003c\/p\u003e \u003cp\u003eChapter 7 A Larger Font: Our Long-Term Responsibilities 91\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: The Audience Channels 101\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 8 Website: Marketing’s Magnetic Center 103\u003c\/p\u003e \u003cp\u003eChapter 9 Email: The Bedrock Audience 109\u003c\/p\u003e \u003cp\u003eChapter 10 Facebook: Making it Personal 114\u003c\/p\u003e \u003cp\u003eChapter 11 Twitter: Real-Time Characters 121\u003c\/p\u003e \u003cp\u003eChapter 12 Blogs: A Website by Another Name 127\u003c\/p\u003e \u003cp\u003eChapter 13 Mobile Apps: Audiences on the Go 133\u003c\/p\u003e \u003cp\u003eChapter 14 LinkedIn: The Professional Audience 139\u003c\/p\u003e \u003cp\u003eChapter 15 YouTube: Internet Built the Video Star 144\u003c\/p\u003e \u003cp\u003eChapter 16 Google+: The Great Unknown 149\u003c\/p\u003e \u003cp\u003eChapter 17 Pinterest: A Collection of Beautiful Followers 153\u003c\/p\u003e \u003cp\u003eChapter 18 SMS: Cutting through the Clutter 158\u003c\/p\u003e \u003cp\u003eChapter 19 Instagram: Moving Pictures 163\u003c\/p\u003e \u003cp\u003eChapter 20 Podcasts: Listen Carefully 168\u003c\/p\u003e \u003cp\u003eChapter 21 Other Audience Channels: More? You Want More?!? 172\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: The Audience Roadmap 177\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 22 Map \u0026amp; Align: Strategy and Team 179\u003c\/p\u003e \u003cp\u003eChapter 23 Build \u0026amp; Engage: Audiences on Demand 200\u003c\/p\u003e \u003cp\u003eChapter 24 Serve, Honor, Deliver, Surprise \u0026amp; Delight: The Red Velvet Touch 228\u003c\/p\u003e \u003cp\u003eChapter 25 Test \u0026amp; Evolve: What Marketers Can Learn from 5,000 Years of Football 238\u003c\/p\u003e \u003cp\u003eConclusion 247\u003c\/p\u003e \u003cp\u003eNotes 249\u003c\/p\u003e \u003cp\u003eAcknowledgments 273\u003c\/p\u003e \u003cp\u003eIndex 275\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eJEFFREY K. ROHRS\u003c\/b\u003e is a recovering attorney, life-long Cleveland sports fan\/victim, and pied piper of common-sense marketing advice. As VP of Marketing Insights for ExactTarget, a salesforce. com company, he co-created and produces the award-winning \u003ci\u003eSUBSCRIBERS, FANS \u0026amp; FOLLOWERS Research Series\u003c\/i\u003e—the world’s first and longest-running examination of consumer relationships with brands through email, mobile, and social channels.   \u003c\/p\u003e\u003cp\u003eMost 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.” \u003ci\u003eAUDIENCE \u003c\/i\u003eis 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. \u003c\/p\u003e\u003cp\u003eThis powerful mandate challenges all companies to treat their email, mobile, and social audiences like the corporate assets they are. In \u003ci\u003eAUDIENCE\u003c\/i\u003e, author Jeff Rohrs establishes \u003ci\u003eThe Audience Imperative\u003c\/i\u003e 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. \u003c\/p\u003e\u003cp\u003eThrough research data and case studies, this book details how marketers can gain a competitive advantage with proven strategies, including how to: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e Embrace “Hybrid Marketing” to squeeze more value from “Fossil Fuel Marketing” (i.e., paid media)\u003c\/li\u003e \u003cli\u003e Build “renewable energy sources” (owned email, mobile, and social audiences) that provide long-term competitive advantage\u003c\/li\u003e \u003cli\u003e Create your own Proprietary Audience Development strategy\u003c\/li\u003e \u003cli\u003e Market with the \u003ci\u003eRed Velvet Touch\u003c\/i\u003e: Serve the individual, honor their preferences, deliver relevant content, surprise them with access, and delight them with your company’s humanity\u003c\/li\u003e \u003cli\u003e Test and evolve your efforts on an ongoing basis\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003eEvery 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.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988777025765,"sku":"NP9781118732731","price":25.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118732731.jpg?v=1761781550","url":"https:\/\/k12savings.com\/es\/products\/audience-isbn-9781118732731","provider":"K12savings","version":"1.0","type":"link"}