Jeffrey Rohrs’ Audience has been described as a wake-up call for businesses, a practical strategy book for marketing. It’s also pretty funny, especially if you happen to be a Cleveland Browns fan.
The focus of Audience is on what Jeff dubs “proprietary audience development,” which he describes as the “comprehensive, collaborative, and cross-channel effort to build audiences that your company alone can access.” According to Jeff, there is a hole in today’s marketing structure. Audiences are treated as separate entities and handled by separate marketers. But no one is looking at the total picture and how to fully engage these audiences as a whole.