Audience : Marketing in the Age of Subscribers, Fans and Followers
By: Rohrs, Jeffrey K.Material type: TextSeries: eBooks on Demand.Publisher: Hoboken : Wiley, 2013Description: 1 online resource (290 p.).ISBN: 9781118825570.Subject(s): Business communication | Internet advertising | Internet marketing | Social mediaGenre/Form: Electronic books.Additional physical formats: Print version:: Audience : Marketing in the Age of Subscribers, Fans and FollowersDDC classification: 658.872 LOC classification: HF5415.1265 .R384 2013Online resources: Click here to view this ebook.
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Audience: Marketing in the Age of Subscribers, Fans & Followers; Copyright; Contents; Foreword; Introduction: Why AUDIENCE?; Part I: The Audience Imperative; Chapter 1: Audiences as Assets: Think Like The Boss; The Boss Is Worried; The Audience Imperative; The Audience as Asset; Proprietary vs. Owned; Chapter 2: The Audience Imperative: Our Hybrid Source of Business Energy; Marketing's Fossil Fuel; Renewable Marketing Energy; The Hybrid Marketing Era; Chapter 3: Your Proprietary Audiences: Seekers, Amplifiers & Joiners; SEEKERS; What SEEKERS Want; How SEEKERS Are Acquired
The Value of SEEKERSAMPLIFIERS; What AMPLIFIERS Want; How to Acquire AMPLIFIERS; Why AMPLIFIERS Share; The Double-Edged Sword of AMPLIFIERS; JOINERS; What JOINERS Want; Obtaining Permission from JOINERS; The Four Rights of JOINERS; Chapter 4: The VIP Joiners: Subscribers, Fans & Followers; SUBSCRIBERS; What SUBSCRIBERS Want; How SUBSCRIBERS Are Acquired; FANS; What FANS Want; How FANS Are Acquired; FANS Serving FANS; FOLLOWERS; What FOLLOWERS Want; How FOLLOWERS Are Acquired; Chapter 5: Beyond Don Draper: Paid, Owned & Earned Media; Paid Media; Owned Media; Earned Media
How Earned Media Is MadeConverged Media; Chapter 6: Increase What Matters: Size, Engagement & Value; Size; Relative Size; Database Size; Audience Reach; Engagement; Engagement for Social Media Visibility; Engagement for Email Delivery; Engagement for Increased Mobile App Usage; Value; Lifetime CUSTOMER Value (LCV); Lifetime Incremental Value (LIV); Campaign Conversion Value (CCV); Net Equivalent Value (NEV); Direct Comparative Value (DCV); Comparative Incentive Value (CIV); Organizational Value; Chapter 7: A Larger Font: Our Long-Term Responsibilities; Embrace Change Permanently
Ditch The "Not My Job" AtttitudeRetrain Your Agencies; Respond to Results, Not Headlines; Never Stop Learning; Part II: The Audience Channels; Chapter 8: Website: Marketing's Magnetic Center; Chapter 9: Email: The Bedrock Audience; Email Is a Must-Have; Chapter 10: Facebook: Making It Personal; Chapter 11: Twitter: Real-Time Characters; Serve CUSTOMERS; Engage FOLLOWERS; Celebrate AMPLIFIERS; Chapter 12: Blogs: A Website by Another Name; Chapter 13: Mobile Apps: Audiences on the Go; Answering the Why; Build Mobile App SUBSCRIBERS; Build Email and Push Reengagement Channels
Optimize Your Mobile Audience ExperienceChapter 14: LinkedIn: The Professional Audience; Content and Influence; FOLLOWERS and Amplification; Community; Chapter 15: YouTube: Internet Built the Video Star; SUBSCRIBERS on the Tip of Their Tongue; Ask for the SUBSCRIBE; Chapter 16: Google+: The Great Unknown; Chapter 17: Pinterest: A Collection of Beautiful Followers; Chapter 18: SMS: Cutting through the Clutter; Chapter 19: Instagram: Moving Pictures; Chapter 20: Podcasts: Listen Carefully; Chapter 21: Other Audience Channels: More? You Want More?!?; Part III: The Audience Roadmap
Chapter 22: Map & Align: Strategy and Team
Proprietary audience development is now a core marketing responsibility. Every company needs audiences to survive. They are where you find new customers and develop more profitable relationships. And yet, most companies today treat their email, mobile, and social media audiences like afterthoughts instead of the corporate assets they are. With AUDIENCE, Jeff Rohrs seeks to change this dynamic through adoption of The Audience Imperative. This powerful mandate challenges all companies to use their paid, owned, and earned media to not only sell in the short-term but also increase the size,
Description based upon print version of record.