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8-22-13 Presentation by ExactTarget's Jeff Rohrs

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<1990 1990s Events Direct Fax Direct Mail Telephone 1999 2000s 2013 TV Radio Print Display IM Email Events Direct Fax Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display IM Email Events Direct Fax Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing Mobile Email SMS IM Email Events Direct Fax Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Contextual Wikis Social Networks Mobile Web SnapChat/Poke Apps/Push Notifications Group Texting Social DM Voice Marketing Mobile Email SMS + MMS IM Events Email Direct Fax Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs/ RSS Podcasts Contextual Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter Mobile Apps Geolocation Pinterest MARKETING (R)EVOLUTION
THINGS TENAUDIENCE IMPERATIVE! THE JEFFREY K. ROHRS VP, MARKETING @JKROHRS
@JKROHRS
@JKROHRS
WWW.EXACTTARGET.COM/SFF
@JKROHRS NOV. 11TH
The 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. Getting an audience is HARD. Sustaining an audience is HARD. It demands a consistency of thought, of purpose, and of action over a long period of time. -- Bruce Springsteen
@JKROHRS
<1990 1990s Events Direct Fax Direct Mail Telephone 1999 2000s 2013 TV Radio Print Display IM Email Events Direct Fax Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display IM Email Events Direct Fax Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing Mobile Email SMS IM Email Events Direct Fax Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Contextual Wikis Social Networks Mobile Web SnapChat/Poke Apps/Push Notifications Group Texting Social DM Voice Marketing Mobile Email SMS + MMS IM Events Email Direct Fax Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs/ RSS Podcasts Contextual Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter Mobile Apps Geolocation Pinterest MARKETING (R)EVOLUTION
PROPRIETARY AUDIENCE DEVELOPMENT IS NOW A CORE MARKETING RESPONSIBILITY.
@JKROHRS (permission-based email marketers will inherit the earth)
PROPRIETARY AUDIENCES ARE NOT OWNED. THEY ARE EARNED.
THEY ARE BUILT.
THEY ARE NURTURED.
@JKROHRS THEY ARE DIRECT AND COST-EFFECTIVE.
THE BEST OFFER ATTENTION AT THE PUSH OF A BUTTON.
THEY ARE CRITICAL BUSINESS ASSETS.
@JKROHRS
TO USE PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG-TERM. @JKROHRS AUDIENCE IMPERATIVE! THE
SIZEENGAGEMENT & VALUE YOUR PROPRIETARY AUDIENCES LONG- TERM PAIDOWNED & EARNED MEDIA
WHAT ARE THESE PROPRIETARY AUDIENCES? @JKROHRS
SEEKERS
AMPLIFIERS
JOINERS
SUBSCRIBERS
FANS
FOLLOWERS
93% 58% 12%
TO USE PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG-TERM. @JKROHRS AUDIENCE IMPERATIVE! THE
@JKROHRS NOV. 11TH @JKROHRS
@JKROHRS PAIDOWNED & EARNED MEDIA
PAID MEDIA
@JKROHRS
OWNED MEDIA
EARNED MEDIA
THE HYBRID MARKETING ERA
@JKROHRS @EXACTTARGET
@JKROHRS
MOMENTS MATTER!
@JKROHRS SIZEENGAGEMENT & VALUE
@JKROHRS SIZE
@JKROHRS
@JKROHRS ENGAGEMENT
@JKROHRS ENGAGEMENT EQUALS DELIVERABILITY
@JKROHRS ENGAGEMENT EQUALS VISIBILITY
@JKROHRS ENGAGEMENT EQUALS USAGE
@JKROHRS VALUE
@JKROHRS
@JKROHRS VALUE =VALUE TO YOU
@JKROHRS LONG-TERM
TO USE PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG-TERM. @JKROHRS AUDIENCE IMPERATIVE! THE
MY QUESTIONS FOR YOU
ARE YOU TREATING YOUR AUDIENCES AS ASSETS OR AFTERTHOUGHTS? 1 @JKROHRS
2 ARE YOU BUILDING AUDIENCES EVERY DAY? @JKROHRS
WHO OWNS YOUR AUDIENCE DEVELOPMENT EFFORTS? @JKROHRS 3
THINGS TENAUDIENCE IMPERATIVE! THE JEFFREY K. ROHRS VP, MARKETING @JKROHRS

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