How understanding audiences can drive organic growth and increased engagement

Meredith Bausback
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Meredith Bausback: Director of Marketing and Audience Development, Golf Digest, USA

Journal of Digital & Social Media Marketing, 2020, vol. 8, issue 2, 102-107

Abstract: This article describes how analysing audiences effectively can lead to organic growth. It provides an overview of the ever-changing media landscape and offers suggestions as to how brands can combat the uncontrollable algorithm changes in social media and search. The article outlines a five-step process that can be applied to any brand strategy or distribution channel. It will discuss the importance of all users and how audiences are not all created equal. Finally, the article will provide a case study and show how Golf Digest put the five-step process into practice, resulting in double-digit growth online.

Keywords: audience development; onsite organic growth; engaged audiences (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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