John Harrobin's guest appearances

John Harrobin

Marketing Today with Alan Hart

The Modern Retail Podcast

Marketing News Canada

Linda Boff

Deena Bahri

Amy Fuller

Chelsea Cain

Tom Goodwin

Paul Cowan

Jackson Jeyanayagam

Bill Tine

Leo Burnett

Penny Wilson

Seth Godin

Bob Hoffman

Oli Gardner

Simon Sinek

Andrew Dudum

OwlTail

On this episode of Marketing Jam, Darian Kovacs interviews John Harrobin, Chief Marketing Officer at Audible. John joins us to chat about whether you read or listen to an audiobook, some of their favourite books on Audible and much more. Thanks so much to our sponsors Ahrefs and Call Rail, the tracking and analytic tools every marketer needs. Sign up for the Marketing News Canada e-newsletter at www.marketingnewscanada.com. Follow Marketing News Canada: Twitter - twitter.com/MarketingNewsC2 Facebook - facebook.com/MarketingNewsCanada LinkedIn - linkedin.com/company/marketing-news-canada YouTube - youtube.com/channel/UCM8sS33Jyj0xwbnBtRqJdNw Website - marketingnewscanada.com Follow Darian Kovacs: Website - https://jellymarketing.com/darian/ LinkedIn - https://linkedin.com/in/dariankovacs Facebook - https://facebook.com/dariankovacspage/ Instagram - https://instagram.com/dariankovacs/ Twitter - https://twitter.com/dariankovacs Follow John Harrobin: Website - https://www.audible.com/about/leadership/john-harrobin/ Twitter - https://twitter.com/johnharrobin LinkedIn - https://www.linkedin.com/in/johnharrobin Advertising Inquiries: https://redcircle.com/brandsPrivacy &amp; Opt-Out: https://redcircle.com/privacy

On this episode of Marketing Jam, Darian Kovacs interviews John Harrobin, Chief Marketing Officer at Audible. John joins us to chat about whether you read or listen to an audiobook, some of their favourite books on Audible and much more. Thanks so much to our sponsors <a href="https://ahrefs.com/" rel="nofollow" target="_blank">Ahrefs</a> and <a href="https://www.callrail.com/" rel="nofollow" target="_blank">Call Rail</a>, the tracking and analytic tools every marketer needs. Sign up for the Marketing News Canada e-newsletter at <a href="https://marketingnewscanada.com/" rel="nofollow" target="_blank">www.marketingnewscanada.com</a>. Follow Marketing News Canada: Twitter - <a href="https://twitter.com/MarketingNewsC2" rel="nofollow" target="_blank">twitter.com/MarketingNewsC2</a> Facebook - <a href="https://www.facebook.com/MarketingNewsCanada/" rel="nofollow" target="_blank">facebook.com/MarketingNewsCanada</a> LinkedIn - <a href="https://www.linkedin.com/company/marketing-news-canada/" rel="nofollow" target="_blank">linkedin.com/company/marketing-news-canada</a> YouTube - <a href="https://www.youtube.com/channel/UCM8sS33Jyj0xwbnBtRqJdNw" rel="nofollow" target="_blank">youtube.com/channel/UCM8sS33Jyj0xwbnBtRqJdNw</a> Website -<a href="https://jellymarketing.com/" rel="nofollow" target="_blank"> </a><a href="https://marketingnewscanada.com/" rel="nofollow" target="_blank">marketingnewscanada.com</a> Follow Darian Kovacs: Website - <a href="https://jellymarketing.com/darian/" rel="nofollow" target="_blank">https://jellymarketing.com/darian/</a> LinkedIn - <a href="https://linkedin.com/in/dariankovacs" rel="nofollow" target="_blank">https://linkedin.com/in/dariankovacs</a> Facebook - <a href="https://facebook.com/dariankovacspage/" rel="nofollow" target="_blank">https://facebook.com/dariankovacspage/</a> Instagram - <a href="https://instagram.com/dariankovacs/" rel="nofollow" target="_blank">https://instagram.com/dariankovacs/</a> Twitter - <a href="https://twitter.com/dariankovacs" rel="nofollow" target="_blank">https://twitter.com/dariankovacs</a> Follow John Harrobin: Website - <a href="https://www.audible.com/about/leadership/john-harrobin/" rel="nofollow" target="_blank">https://www.audible.com/about/leadership/john-harrobin/</a> Twitter - <a href="https://twitter.com/johnharrobin?lang=en" rel="nofollow" target="_blank">https://twitter.com/johnharrobin</a> LinkedIn - <a href="https://www.linkedin.com/in/johnharrobin" rel="nofollow" target="_blank">https://www.linkedin.com/in/johnharrobin</a> Advertising Inquiries: <a href="https://redcircle.com/brands" rel="nofollow" target="_blank">https://redcircle.com/brands</a> Privacy &amp; Opt-Out: <a href="https://redcircle.com/privacy" rel="nofollow" target="_blank">https://redcircle.com/privacy</a>

John Harrobin (Audible)

During this 183rd episode of “Marketing Today,” host Alan Hart interviews John Harrobin, chief marketing officer at Audible. Audible is an Amazon company, founded in the late 1990s out of an oral storytelling tradition. They began as an audiobook medium and have expanded to be a subscription service, including original programming, access to newspapers and magazines, and free short-form content. Harrobin's previous experience includes chief marketing officer at Verizon and working with NBC Universal.On the show today, Harrobin discusses the audio content market, how his professional background led him to marketing, mentorship, the future of his industry, and the future of marketing in general. He also discusses the importance of diversity in marketing departments and on boards.Harrobin views marketing as being “right in the center of the action. What I really love is driving growth and launching products. That's where you really get immediate gratification in the form of metrics and customer feedback. Is what you are doing working now? If not, you know how to adjust.” What sets Audible apart? “Our goal, in many cases, is to guide creators, provide them the data, what they should expect with this. Also, help them market, help them reach new audiences, and dimensionalize their own brand… We like to consider ourselves the best partner because we can provide better results through our reach and strength of distribution in marketing. We want to help build their personal brand and work with them on what they want to accomplish with the project, so we want to be fulfilling to the creator, and we want to be easy and fun to work with." His thoughts on the future of marketing are: "The role of marketers is evolving, and I think we just need to recognize it because, I don't know, 20 years from now, we're not going to be wanting to be marketed to in the same way that we are today."Highlights from this week's “Marketing Today”: Where did John start his career? (01:30)John shares how his background as a finance consultant led him to marketing. (01:59)Did John have any significant mentors along the way? (05:00)What is the origin story of Audible? (06:20)Why does John think audio has remained such a popular medium? (08:57)What does marketing at Audible look like? (12:00)What does the future of audio look like? (14:18)What are the advantages for a creator working with Audible? (16:05)How do Audible's content marketplace and original content work together? (19:56)Does John have a specific experience he feels defines him as a person? (23:27)What other brands does John admire? (26:45)Does John see any big opportunities or threats staring marketers in the face? (29:46)Resources Mentioned:Don KatzGuy StoryRalph Ellison (mentor to Don Katz)Amazon 6 page memosJohn Cena scripted series on AudibleNewark, NJMarketing Today interview with Carolyn Tisch Blodgett from PelotonHenry the Dentist (Mobile Dentistry)Progyny Fertility BenefitsSupport the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.  Hosted on Acast. See acast.com/privacy for more information.

During this 183rd episode of “<a href="https://www.marketingtodaypodcast.com/" rel="nofollow" target="_blank">Marketing Today</a>,” host <a href="https://www.linkedin.com/in/alanhart/" rel="nofollow" target="_blank">Alan Hart</a> interviews <a href="https://www.audible.com/about/leadership/john-harrobin/" rel="nofollow" target="_blank">John Harrobin</a>, chief marketing officer at <a href="http://www.audible.com" rel="nofollow" target="_blank">Audible</a>. Audible is an Amazon company, founded in the late 1990s out of an oral storytelling tradition. They began as an audiobook medium and have expanded to be a subscription service, including original programming, access to newspapers and magazines, and free short-form content. Harrobin's previous experience includes chief marketing officer at Verizon and working with NBC Universal.On the show today, Harrobin discusses the audio content market, how his professional background led him to marketing, mentorship, the future of his industry, and the future of marketing in general. He also discusses the importance of diversity in marketing departments and on boards.Harrobin views marketing as being “right in the center of the action. What I really love is driving growth and launching products. That's where you really get immediate gratification in the form of metrics and customer feedback. Is what you are doing working now? If not, you know how to adjust.” What sets Audible apart? “Our goal, in many cases, is to guide creators, provide them the data, what they should expect with this. Also, help them market, help them reach new audiences, and dimensionalize their own brand… We like to consider ourselves the best partner because we can provide better results through our reach and strength of distribution in marketing. We want to help build their personal brand and work with them on what they want to accomplish with the project, so we want to be fulfilling to the creator, and we want to be easy and fun to work with." His thoughts on the future of marketing are: "The role of marketers is evolving, and I think we just need to recognize it because, I don't know, 20 years from now, we're not going to be wanting to be marketed to in the same way that we are today."Highlights from this week's “Marketing Today”: <ul><li>Where did John start his career? (01:30)</li><li>John shares how his background as a finance consultant led him to marketing. (01:59)</li><li>Did John have any significant mentors along the way? (05:00)</li><li>What is the origin story of Audible? (06:20)</li><li>Why does John think audio has remained such a popular medium? (08:57)</li><li>What does marketing at Audible look like? (12:00)</li><li>What does the future of audio look like? (14:18)</li><li>What are the advantages for a creator working with Audible? (16:05)</li><li>How do Audible's content marketplace and original content work together? (19:56)</li><li>Does John have a specific experience he feels defines him as a person? (23:27)</li><li>What other brands does John admire? (26:45)</li><li>Does John see any big opportunities or threats staring marketers in the face? (29:46)</li></ul>Resources Mentioned:<ul><li><a href="https://en.wikipedia.org/wiki/Don_Katz" rel="nofollow" target="_blank">Don Katz</a></li><li><a href="https://www.linkedin.com/in/guystory/" rel="nofollow" target="_blank">Guy Story</a></li><li><a href="https://en.wikipedia.org/wiki/Ralph_Ellison" rel="nofollow" target="_blank">Ralph Ellison</a> (mentor to Don Katz)</li><li><a href="https://www.cnbc.com/2018/04/23/what-jeff-bezos-learned-from-requiring-6-page-memos-at-amazon.html" rel="nofollow" target="_blank">Amazon 6 page memos</a></li><li><a href="https://www.audible.com/about/newsroom/new-sports-comedy-64th-man-starring-john-cena-to-premiere-on-audible/" rel="nofollow" target="_blank">John Cena scripted series</a> on Audible</li><li><a href="https://en.wikipedia.org/wiki/Newark,_New_Jersey" rel="nofollow" target="_blank">Newark, NJ</a></li><li>Marketing Today <a href="https://www.marketingtodaypodcast.com/41-for-peloton-head-marketer-carolyn-tisch-blodgett-its-all-about-people-loving-the-bike/" rel="nofollow" target="_blank">interview</a> with Carolyn Tisch Blodgett from Peloton</li><li><a href="https://henrythedentist.com/" rel="nofollow" target="_blank">Henry the Dentist</a> (Mobile Dentistry)</li><li><a href="https://progyny.com/" rel="nofollow" target="_blank">Progyny Fertility Benefits</a></li></ul><a href="https://www.patreon.com/marketingtoday" rel="payment nofollow" target="_blank">Support the show: https://www.patreon.com/marketingtoday</a>See <a href="https://omnystudio.com/listener" rel="nofollow" target="_blank">omnystudio.com/listener</a> for privacy information. Become a member today and listen ad-free, visit <a href="https://plus.acast.com/s/marketingtoday" rel="payment nofollow" target="_blank">https://plus.acast.com/s/marketingtoday</a>. Hosted on Acast. See <a href="https://acast.com/privacy" rel="noopener noreferrer nofollow" target="_blank">acast.com/privacy</a> for more information.

183: Power of Audio with Audible CMO John Harrobin

Amazon doesn't just dominate the market for paperbacks and e-books. Through its subsidiary Audible, they've got the audiobook market (worth $2.1 billion, according to Bloomberg) cornered, too.They're also not limiting themselves to putting existing books on tape. "We want to give our customers experience beyond traditional audiobooks," said Audible CMO John Harrobin. The company's range of audio products -- like Audible-exclusive books and listenable stories from The New York Times -- means that "competition is anything that you can do when your eyes are occupied but when your mind is free."Many of Audible's subscribed listeners consume 80% of their content in just one format, whether e-book, print or audio. "But several people are choosing to listen to certain types of content via audio," said Harrobin. "For example, many people that are e-book readers listen to non-fiction on audio, because they do it in their commutes. It's not that escape moment for them where they're relaxing and reading."On this week’s episode of Making Marketing, Harrobin talked about how the company serves as both a platform and a creator of original content, the reason brands are so bent on selling "purpose" and a serendipitously-named Kentucky Derby contender.

Amazon doesn't just dominate the market for paperbacks and e-books. Through its subsidiary Audible, they've got the audiobook market (worth <a href="https://www.bloomberg.com/news/articles/2018-03-13/amazon-turbocharged-audible-s-domination-of-audiobooks" rel="nofollow" target="_blank">$2.1 billion</a>, according to Bloomberg) cornered, too.They're also not limiting themselves to putting existing books on tape. "We want to give our customers experience beyond traditional audiobooks," said Audible CMO John Harrobin. The company's range of audio products -- like Audible-exclusive books and listenable stories from The New York Times -- means that "competition is anything that you can do when your eyes are occupied but when your mind is free."Many of Audible's subscribed listeners consume 80% of their content in just one format, whether e-book, print or audio. "But several people are choosing to listen to certain types of content via audio," said Harrobin. "For example, many people that are e-book readers listen to non-fiction on audio, because they do it in their commutes. It's not that escape moment for them where they're relaxing and reading."On this week’s episode of Making Marketing, Harrobin talked about how the company serves as both a platform and a creator of original content, the reason brands are so bent on selling "purpose" and a serendipitously-named Kentucky Derby contender.

Audible CMO John Harrobin on marketing audiobooks and making their own content