Reasons 10 through 8

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10. There is a difference between consumers, customers and audience.

Brands are accustomed to acquiring customers (people who pay for goods and services) from the larger pool of consumers (people who use those goods and services). Brands are increasingly realizing that retaining customers and engaging consumers means treating them both as an audience (the part of the general public interested in a source of information and entertainment). Understanding these groups and how to address each one can help you acquire an audience from the ranks of relevant consumers who can ultimately be converted into customers. 

9. Acquiring and reacquiring the same audience is expensive.

Acquisition techniques are expensive. Trade shows, banner campaigns, print advertising and sponsorships all entail costs, especially including PR, advertising and online agency fees. Beyond the dollar value, the amount of energy that goes into developing collateral is considerable.

Most marketers know the cost of each lead and conversion generated through their campaigns, particularly interactive campaigns, but what do you do with people you've acquired but are not going to convert right now? They can be reacquired later but you will pay for them all over again. Increasingly, brands are learning that it is more cost effective to extend the period of engagement with their base of potential customers by providing them with an ongoing communication stream of relevant, engaging and entertaining content.

8. You can engage and empower an audience.

Your customers are interested in your brand beyond just that first key period when they are making decisions. Provide them with valuable tools to stay connected with your message in a way that they can manage, will extend their engagement, and increase interaction. Every additional channel gives them another opportunity to stay engaged with the brand's message. Consider not only web and email, but also branded desktop applications, widgets, gadgets, rich internet applications and other atomized media.

Moosejaw, an innovative outdoor goods retailer, uses a desktop application to put its irreverent brand message in front of its audience on a daily basis, along with daily special offers.

Next: Reasons 7 through 4