Social Business Engine: The Enterprise Podcast On Social Media, Content Marketing, Social Selling And Employee Advocacy.

My guest on this episode is Jeff Rohrs, author of the amazing book: AUDIENCE: Marketing in the Age of Subscribers, Fans & Followers, as well as head of ExactTarget’s Marketing Insights Team. When Jeff speaks to audiences about the subject of audience, he begins with a reminder that marketers should use paid, owned and earned content to not only sell in the moment, but to build a proprietary audience for the long term - as an asset. Those brands with a loyal proprietary audience depend less on paid media. Proprietary Audience Development - PAD - is about developing audience that reduces a brand's dependency on paid media to engage with your brand to buy more. The strategy begins with an understanding of where your audience spends time so you don't waste time in places where they are not. The show notes for this podcast episode are available at the Social Business Engine show website at http://www.socialbusinessengine.com/podcasts/proprietary-audience-imperative/.