The Audience Marketing in a Digital World

I first met Jeffrey Rowers in 2004 when he was president of Optime, a digital marketing agency in Cleveland, Ohio, and a distributor partner for Exact Target. His keen eye for commercial trends, passion for digital marketing, and sense of humor made an immediate impression on me, and before long I found myself asking Jeff if he'd be interested in joining our team. In 2007, he took this step, and we were both very happy with the results. As the producer of the award-winning Subscribers, Fans & Followers' Research Series, Jeff was one of the first to highlight the divisive nature of consumers and brands. While many take a one-size-fits-all approach to multichannel marketing efforts, Jeff and his team have been pushing companies to better understand and meet the customer expectations that each channel creates. As the research series has shown, "subscribers" want different things from "likes" and "followers," and vice versa.

for relationships

At the beginning of 2013, Jeff gave us a new idea; An idea that seemed revolutionary at the time, but has proven to be true: There is a gap in our marketing organizations; Advertising, branding, content marketing, demand generation, interactive marketing, product marketing, and sales; They all have leaders but no one leader is responsible for building, engaging and growing our own audiences. There are definitely amazing people on the front lines of email, phone calls, and social, each cultivating a dedicated audience for each channel. However, companies do not have a single voice that speaks for the needs of the masses

across all channels

You will face pressure to deliver on the promise of today's branched marketing technologies, the promise of a truly personal customer relationship. This book is a warning to every company today; Before you can acquire a "client" before you can build a relationship, you must have customers in the first place