@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

THINGS TEN AUDIENCE

IMPERATIVE! TH

E

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

SIZE ENGAGEMENT & VALUE

YOUR PROPRIETARY AUDIENCES

LONG- TERM

PAID OWNED & 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

PAID OWNED & EARNED MEDIA

PAID MEDIA

@JKROHRS

OWNED MEDIA

EARNED MEDIA

THE HYBRID MARKETING ERA

@JKROHRS @EXACTTARGET

@JKROHRS

MOMENTS MATTER!

@JKROHRS

SIZE ENGAGEMENT & 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 TEN AUDIENCE

IMPERATIVE! TH

E

JEFFREY K. ROHRS VP, MARKETING

@JKROHRS