@jkrohrs · 2014. 7. 23. ·
TRANSCRIPT
@JKROHRS
@JKROHRS
@JKROHRS
@JKROHRS
@JKROHRS
MATT FEEDS HIS AUDIENCE
@JKROHRS
@JKROHRS
@JKROHRS
@JKROHRS
@JKROHRS
FELIX LAUGHS WITH HIS AUDIENCE
@JKROHRS
@JKROHRS
@JKROHRS
@JKROHRS
STEPHEN INSPIRED HIS AUDIENCE
WWW.AUDIENCEPRO.COM
WHY AUDIENCE?
MARKETING OF
HEALTHCARE
PATIENT EMPATHY
& INNOVATION
FRAGMENTED
@JKROHRS
MOBILE
MULTI-SCREEN
PARTICIPATORY
<1990 1990s
Events
Direct Fax
Direct Mail
Telephone
1999 2000s 2014
TV
Radio
Display
IM
Events
Direct Fax
Direct Mail
Telephone
TV
Radio
Display
Cable TV
Website
Search
Online Display
IM
Events
Direct Fax
Direct Mail
Telephone
TV
Radio
Display
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Webinars
Affiliate Marketing
Mobile Email
SMS
IM
Events
Direct Fax
Direct Mail
Telephone
TV
Radio
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/WeChat
Apps/Push Notifications
Group Texting
Social DM
Voice Marketing
Mobile Email
SMS + MMS
IM
Events
Direct Fax
Direct Mail
Telephone
TV
Radio
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
In-Game Advertising
Widgets
Mobile Apps
Geolocation
Vine
CHANNEL (R)EVOLUTION
FOSSIL
FUEL
@JKROHRS
THIS IS THE
HYBRID MARKETING ERA
WWW.EXACTTARGET.COM/SFF
93%
58%
12%
“EFFECTIVE MARKETING
NOW STANDS ON YOUR
AUDIENCE’S SHOULDERS.”
- @LIEBLINK & @JOWYANG
THIS IS THE
HYBRID MARKETING ERA
AUDIENCES ARE ASSETS
30 SECONDS
$4.0-$4.5 MILLION
@JKROHRS
@JKROHRS
$20 BILLION
@JKROHRS
$19B USD
$545 BILLION
@JKROHRS
ATTENTION
AUDIENCES ARE ASSETS
EMAIL SUBSCRIBERS
ARE A BUSINESS ASSET
@JKROHRS
SMS & MOBILE APP SUBSCRIBERS
ARE A BUSINESS ASSET
@JKROHRS
YOUTUBE SUBSCRIBERS
ARE A BUSINESS ASSET
FACEBOOK FANS
ARE A BUSINESS ASSET
@JKROHRS
TWITTER FOLLOWERS
ARE A BUSINESS ASSET
@JKROHRS
INSTAGRAM FOLLOWERS
ARE A BUSINESS ASSET
PINTEREST FOLLOWERS
ARE A BUSINESS ASSET
COMMUNITIES ARE
A BUSINESS ASSET
AUDIENCES ARE ASSETS
CXOs LOVE ASSETS
1,000,000 x $30.00 $30,000,000.00
ASSET
“CONTENT MARKETING IS A MARKETING
TECHNIQUE OF CREATING & DISTRIBUTING
RELEVANT & VALUABLE CONTENT
TO ATTRACT, ACQUIRE &
ENGAGE A CLEARLY
DEFINED & UNDERSTOOD
TARGET AUDIENCE
WITH THE OBJECTIVE OF
DRIVING PROFITABLE
CUSTOMER ACTION.”
-- @JOEPULIZZI
PROPRIETARY
AUDIENCES ARE
DIRECT
IMMEDIATE
LOWER-COST
PASSIONATE
THE AUDIENCE
IMPERATIVE USE YOUR PAID, OWNED & EARNED MEDIA
NOT ONLY TO SELL IN THE SHORT TERM BUT
ALSO TO INCREASE THE SIZE, ENGAGEMENT &
VALUE OF YOUR PROPRIETARY AUDIENCES
OVER THE LONG TERM.
@JKROHRS
MARKETING OF
HEALTHCARE
PATIENT EMPATHY
& INNOVATION
SEEKERS
AMPLIFIERS
&JOINERS
@JKROHRS
SEEKERS
BROWSERS
LISTENERS
READERS
SEARCHERS
SHOPPERS
VISITORS
VIEWERS
information
entertainment
SOCIAL MEDIA = ENTERTAINMENT THERAPY
AMPLIFIERS
ADVOCATES
ANALYSTS
COMMENTERS
CREATORS
INFLUENCERS
REPORTERS
REVIEWERS
SHARERS
access
influence
AUDIENCES WITH AUDIENCES
THE MEDIA IS US
JOINERS
SUBSCRIBERS
FANS
FOLLOWERS
CUSTOMERS
PATIENTS
DONORS
EMPLOYEES
PARTNERS
convenience
utility
SEEKERS
AMPLIFIERS
&JOINERS
@JKROHRS
SERVICE IS THE NEW SELLING
1. EMPOWER CONNECTIVITY
2. CURATE CLARITY
3. MAKE MOMENTS MATTER
4. INNOVATE EXPERIENCE
5. AMPLIFY EMPATHY
MARKETING OF
HEALTHCARE
PATIENT EMPATHY
& INNOVATION
“THE AUDIENCE IS THE MOST REVERED
MEMBER OF THE THEATER. WITHOUT
AN AUDIENCE, THERE IS NO THEATER.”
-- VIOLA SPOLIN, Improvisation for the Theater (1963)
THE AUDIENCE
IMPERATIVE USE YOUR PAID, OWNED & EARNED MEDIA
NOT ONLY TO SELL IN THE SHORT TERM BUT
ALSO TO INCREASE THE SIZE, ENGAGEMENT &
VALUE OF YOUR PROPRIETARY AUDIENCES
OVER THE LONG TERM.
@JKROHRS
WWW.AUDIENCEPRO.COM
@AUDIENCEPRO
