Description
Book SynopsisProprietary 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.
Table of ContentsForeword Scott Dorsey ix
Introduction: Why AUDIENCE? 1
Part I: The Audience Imperative 5
Chapter 1 Audiences as Assets: Think Like the Boss 7
Chapter 2 The Audience Imperative: Our Hybrid Source of Business Energy 17
Chapter 3 Your Proprietary Audiences: Seekers, Amplifiers & Joiners 26
Chapter 4 The VIP Joiners: Subscribers, Fans & Followers 41
Chapter 5 Beyond Don Draper: Paid, Owned & Earned Media 56
Chapter 6 Increase What Matters: Size, Engagement & Value 70
Chapter 7 A Larger Font: Our Long-Term Responsibilities 91
Part II: The Audience Channels 101
Chapter 8 Website: Marketing’s Magnetic Center 103
Chapter 9 Email: The Bedrock Audience 109
Chapter 10 Facebook: Making it Personal 114
Chapter 11 Twitter: Real-Time Characters 121
Chapter 12 Blogs: A Website by Another Name 127
Chapter 13 Mobile Apps: Audiences on the Go 133
Chapter 14 LinkedIn: The Professional Audience 139
Chapter 15 YouTube: Internet Built the Video Star 144
Chapter 16 Google+: The Great Unknown 149
Chapter 17 Pinterest: A Collection of Beautiful Followers 153
Chapter 18 SMS: Cutting through the Clutter 158
Chapter 19 Instagram: Moving Pictures 163
Chapter 20 Podcasts: Listen Carefully 168
Chapter 21 Other Audience Channels: More? You Want More?!? 172
Part III: The Audience Roadmap 177
Chapter 22 Map & Align: Strategy and Team 179
Chapter 23 Build & Engage: Audiences on Demand 200
Chapter 24 Serve, Honor, Deliver, Surprise & Delight: The Red Velvet Touch 228
Chapter 25 Test & Evolve: What Marketers Can Learn from 5,000 Years of Football 238
Conclusion 247
Notes 249
Acknowledgments 273
Index 275
