Audience Development

I think this idea of audience development is kind of new in some ways. For many, many years marketers have tried to build a community or get email subscribers and all the kinds of things about building a list and building people that are paying attention to their message so that they could sell to them. I think in today’s world the idea of audience is much more like a publication would have thought about it: you build a subscriber base or you build an audience, some of whom may never be clients or customers, but can impact and influence the folks that actually do become clients and customers. So all those people in social networks, all those people that read the content that you’re putting out there, and all those people that share what you’re about are part of your audience and they all have to be nurtured, in some cases in many different ways, but they’re all important.