The term “ABBA” typically conjures up images of glittery suit jackets and stylishly shaggy hair. But if you’re Jeff Rohrs, VP of Marketing Insights at ExactTarget, “ABBA” is short for a useful marketing aphorism: Always Be Building Audiences.

In his presentation at’s Brands-Only Summit, Jeff explains why a large and engaged customer base is one of your company’s greatest assets. There is no better source of word of mouth than a satisfied and well-informed audience. That’s why every brand should put time and effort into developing a great one.

In his presentation, Jeff also discusses:

  • How word of mouth varies depending on audience type
  • Why Lady Gaga uses Twitter to spark conversation
  • His concerns about Miley Cyrus’ marketing techniques

For more details, watch Jeff’s full presentation in the video below.

Download his slide presentation here.


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  1. Edwin

    “Audiences are assets.” So true.

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