What is the most valuable asset a modern marketing department can have?
It’s not the latest technology, although marketing automation is definitely near the top of the list. It’s not a bigger budget, or a larger staff, although those certainly can’t hurt.
The most precious asset a company can develop and sustain in this era of marketing is their audience. According to Jeff Rohrs, VP of Marketing Insight at ExactTarget:
“A broad, responsive audience allows you to reach customers more inexpensively than advertising, drive sales in a more on-demand fashion, and treat your customers as individuals instead of an anonymous public. A non-responsive audience can cast your brand’s reputation into no-man’s land, while a thriving audience can become your most valuable business asset.”
So how can today’s marketers develop a strong, engaged audience of their own? That is the question ExactTarget set out to answer in the latest edition of their award-winning Subscriber, Fans, and Followers series.
To see a highlight of some of the report’s findings, you can view the video listed below. For even more great stats, download your own copy of the report, launching today!