The Audience Imperative
Lost amidst today's swell of content marketing, mobile app development, and social media mayhem is a simple fact: there's more competition for consumer attention than ever before. As a result, "build it and they will come" is not a marketing strategy; it's a recipe for disaster.
Smart businesses aren't leaving their success to chance. Instead, they're building proprietary audiences across email, mobile, social, and other web-based channels in order to generate "attention on demand." In so doing, they're reducing their dependence on paid media and turning audiences into assets for their companies.
In this entertaining and informative session, Jeffrey K. Rohrs will share insights from his new book, Audience: Marketing in the Age of Subscribers, Fans & Followers. Attendees will emerge with a clear understanding of the principles of Proprietary Audience Development and a leg up on the competition who remain wholly dependent on renting audiences from others.
Red Velvet: The Fabric of Audience
As author of Audience: Marketing in the Age of Subscribers, Fans & Followers, Jeff Rohrs has spent a lot of time thinking about the needs, wants, and desires of niche audiences across today’s fragmented media landscape. In so doing, he stumbled upon a discovery: Red velvet is the fabric of audience.
In this entertaining and informative keynote, you’ll learn why your business needs to adopt the “red velvet touch” in order to increase the size, engagement, and value of its proprietary audiences.
Jeffrey K. Rohrs is a pied piper of marketing sensibilities and that rare breed of speaker who can both inform and entertain audiences of all stripes.
He currently serves as Chief Marketing Officer (CMO) of Yext and leads all global brand, enterprise, and partner marketing initiatives.
Prior to joining Yext, the global Digital Presence Management (DPM) leader, Rohrs served as vice president of marketing insights for Salesforce, having joined as part of the $2.5 billion acquisition of ExactTarget in 2013. During his tenure at ExactTarget, Rohrs helped the company transform from a specialized email marketing solution into a global, publicly-traded, omnichannel marketing cloud platform. A passionate content marketing advocate, Rohrs created ExactTarget’s award-winning SUBSCRIBERS, FANS & FOLLOWERS Research Series and helped build the Connections user conference into the industry’s largest and most successful annual event.
Jeff's first book, AUDIENCE: Marketing in the Age of Subscribers, Fans and Followers (Wiley 2014), has been lauded by marketers and executives alike as a must-read for those interested in the rise of proprietary audience development as a core marketing responsibility. Informed by his deep knowledge of brand, email, mobile, search engine, and social media marketing, the book is a must-read for CEOs and new marketers alike — anyone looking to gain a competitive advantage in today's ever-expanding marketing universe. The book was also ranked among the “Top 25 Social Media Books for Academia” from the Social Content Marketing Blog .
Previously, Mr. Rohrs served as President of Optiem, a digital marketing agency where his clients included Calphalon, Sherwin-Williams, and Things Remembered. Mr. Rohrs is also a recovering attorney, bacon-lover, and die-hard Cleveland sports victim. Between flights, he lives in Lakewood, Ohio, with his wife, two kids, and a dog—all of whom miss him terribly when he’s gone.