Sunday, June 07, 2009

eMarketing Thoughts: 1. Show Me the Results

We aim to write four more articles this week to expand our views on eMarketing; the use of widgets, digital inspection copies, catalogues and the creation and management of context and content.

Marketing holds the biggest digital prize for the book industry in these changing times. Some have long argued that Context is more valuable than Content. In the late 90’s we were responsible for the highly acclaimed publishing research programme ‘Publishing in the 21st Century’ and some would suggest that our most significant report that we published was ‘N to X : From Content to Context’.

Today’s task is not finding digital content but finding good or the right digital content. Its about finding the digital needle in the digital haystack. We have many sources of information, many degrees of detail, many different ways to look for and value content and content itself is no longer a single format.

We are moving away from the advertising budget being spent on full page spreads in the trade press to viral and direct marketing, from scattering seeds in the wind to running campaigns where every hit, click and resolution can be tracked and the marketing department held accountable for spend! We know can find out not only what we know but potentially what we don’t know.

In yesterday’s world we produced glossy printed catalogues and posted them to anyone standing. Yet we had no idea who read what page or even opened them. Did they themselves provide all the information needed to make a decision or merely opened the door? We distributed advance information sheets which fell somewhere between a flysheet and a genuine information sheet and often ended up being filed with the waste paper. We spent money advertising to the channel to get the book on the shelf and had little left to promote the book to the public. The trade magazines were happy to take the money for the full page colour advert but did it deliver, give demonstrable results, or merely spend the money?

As we move it the digital eMarketing world we are not obviating traditional spend but supplementing it with more auditable and accountable campaigns that can even be integrated into the whole process and help join the dots from Author to Reader.

1 comment:

Mary Gulf emarketing said...
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