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.

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.