How to engage an audience

If there is one book I recommend reading, despite being a 2013 publication, it is the excellent 'Audience: Marketing in the Age of Subscribers, Fans and Followers', by Jeffrey K. Rohrs.

In a nutshell, this is what he teaches

1. You don't own customers, they own their relationship with you. And like any relationship, it can end at any point unless needs are being met.

2. Stop thinking like a mass goods manufacturer, and start thinking like a Rock Band. Energy rises and falls, based on your relevancy to your audience TODAY.

3. If you are relevant, fans will do far more for your business than the biggest marketing budget ever could.

4. You have to dig deep and look deep. This for me is where Business Intelligence (BI) fits in. Having implemented and used Tableau and Power BI for the past 2 years, I've been inspired by how truly understanding the customers can lift a business.

5. Next Best Action (NBA) should be in your KPI hit list. Predictive Intelligence is where the market is moving. Anyone can tell you what the customer just did. Market leaders willl be the ones who can see where customers are trending and likely to migrate next.