Get Free Ebook , by Jeffrey K. Rohrs

Get Free Ebook , by Jeffrey K. Rohrs

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, by Jeffrey K. Rohrs

Get Free Ebook , by Jeffrey K. Rohrs

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Product details

File Size: 6375 KB

Print Length: 288 pages

Publisher: Wiley; 1 edition (November 5, 2013)

Publication Date: November 5, 2013

Sold by: Amazon Digital Services LLC

Language: English

ASIN: B00GIUTQQU

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Amazon Best Sellers Rank:

#181,255 Paid in Kindle Store (See Top 100 Paid in Kindle Store)

“Audience is the bedrock upon which every business is built.” That golden nugget is the thesis of the book.All audiences are not created equal. Rohr maintains that marketers too often circumvent the harder work of building a proprietary audience and defer to a third party alternative. He writes, “It will always be far easier to call your media buyer, rattle off some target demographics, and rent audience attention than it will be to command your own.” Building a proprietary audience helps you deliver the right message to the right person at the right time.Building a proprietary audience takes work. Rohr uses a Bruce Springsteen quote to drive the point home: “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.”We fail to develop our own audiences for a number of different reasons. Rohr maintains that marketers are more focused on channel strategies than audience growth strategies—a critical error. Also, marketers focus on what Rohr calls “fossil fuel channels” or traditional marketing methods that rely on the reach of third parties that may or may not find the people we need.Audiences are made up of differing segments: seekers, amplifiers, and joiners. Our marketing plans must include content for each group. The book offers valuable insight into the interaction habits and motivations of each group.Make sure your marketing efforts are about more than selling products. What should the goals be? They are distilled in Rohr’s Audience Imperative: “Use you paid, owned, and earned media not only to sell in the short term but also increase the size, engagement, and value of your proprietary audiences over the long term.The book is a good read. There is a section on value equations that might be bumpy for some, but overall the subject is timely and the content is helpful. The author also breaks down some of the major channels (websites, email marketing, Facebook, Twitter) and how they can help build your audience.

For academics, Jeffrey Rohr's Audience should be seriously considered as the primary text for an MBA-level course in social media marketing. The author, Jeffrey Rohrs, nails the concepts covered in a curriculum aimed at transitioning traditional marketing to marketing in the age of subscribers, fans & followers. More importantly, the structure of the book is well integrated around audiences, as opposed to searchable content and social platforms, as a company's key asset.The book, in my opinion, qualifies academically as the best primary reading for MBA level courses. The recommendation is based on the following:1). Jeffrey's formula for discovering, engaging and capturing proprietary audiences offers a great baseline in which to introduce marketing in a social era. But rather than the typical topic progression from developing channels, searchable content, and social organizations, the author builds the entire market strategy around the development of proprietary audiences as manifested in cultivated audience seekers, amplifiers and joiners. In so doing, students understand why, how and where content and social media fits into an enterprise-wide marketing plan.2). As readers are exposed to the goal of proprietary audience development from seekers through joiners, every social platform, channel and media format is covered with a sense of purpose. This alleviates the struggle professors have in dealing with SoLoMo, search, and content hairballs. As a bonus, each chapter ends in a detailed channel summary. This is a refreshing change from the typical "let's learn about social networking and content" before we dive into strategic initiatives. The latter often makes it difficult for professor to engage in critical thinking exercises until midway through the course.3). Many credible insights are provided on proprietary audience development. The author goes into great detail on the keys to balancing paid, earned and owned media that are taken from successful entertainers as well as well documented empirical evidence.4). Organization of the book is perfect for an MBA curriculum. Each chapter ends in a strategic foundation with email being the bedrock audience. More than just describing best practices, each chapter leaves a strategic message like using a website as a magnetic center; making things personal with Facebook; and capturing audiences on the go with apps. What may seem like an obvious course of action is often ignored in textbooks. The Seeker-to-Amplifier-to-Joiner framework, for example, gets students to focus more on audience goals and market opportunities than gaining proficiency in tool and social tactics.5.) The book is highly current on the role of mobile apps, influence marketing, visual dominance and popular platforms used today.6.) The book offers many case examples, strategy mapping and roadmaps to use as frameworks for students to follow in their audience strategies. Some of the frameworks fit well into critical thinking capstone projects and evidence of learning outcomes.7.) Topics are sequenced in a learn-as-you-go format starting with proprietary audience rationale and progressing through audience channel development and the building of an audience roadmap.8.) The book is easy to digest. It is one of the few on this topic where I could not put it down.

I have spent the past two years working with Jeff Rohrs on the research series, Subscriber, Fans, and Followers, and I know first hand the brillance behind the man. The Audience Imperative is one of the more pressing strategies for any business looking to transform the way they "do marketing." The "audience" is going to be one of the more valuable assets to any business in the years to come and this book gives you the tactics and tools necessary to realize audience growth success. If you are a business owner, executive, manager or marketer I highly recommend this book. This is one step beyond social, email and mobile. It is the next step in marketing technology and strategy.

I bought this book as a mandatory textbook for a Digital Marketing class I’m taking and I’m pretty excited to dive right in.

Jeff Rohrs has illustrated a point we know from banking, every touch point with a customer is an opportunity to grow the relationship. This book is a "Must read" for event marketers. My interest is a major once a year event in NYC that is learning to project itself on social media year round. Had a chance to meet Jeff at an event in New York City earlier this year and discuss his key points in a video interview:[...]

Jeffrey's book should be a guiding light for all marketeers and other communication professionals for the coming years, I know it will be mine. He shows that because of the digital revolution it's possible to know and connect with all your companies audiences, which he structures in 3 main groups: seekers, amplifiers and joiners. Follow his PAD plan and your organization can be more effective in communicating, connecting and engaging with (future) customers.

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