e-Marketing for books

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Presentation to the HK Publishing Professional Association on Dec 11, 2009

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  • The GENERATION C phenomenon captures the an avalanche of consumer generated 'content' that is building on the Web, adding tera-peta bytes of new text, images, audio and video on an ongoing basis. The two main drivers fuelling this trend? (1) The creative urges each consumer undeniably possesses. We're all artists, but until now we neither had the guts nor the means to go all out. (2) The manufacturers of content-creating tools, who relentlessly push us to unleash that creativity, using -- of course -- their ever cheaper, ever more powerful gadgets and gizmos. Instead of asking consumers to watch, to listen, to play, to passively consume, the race is on to get them to create, to produce, and to participate.
  • e-Marketing for books

    1. 1. <ul><li>e -Marketing </li></ul><ul><li>for BOOKS </li></ul><ul><li>by Mingles Tsoi </li></ul>
    2. 2. <ul><li>In 2006 </li></ul><ul><li>I applied for the job as Marketing Manager in a book store. </li></ul><ul><li>I was not in need of the job, but hoping to do something new in the book industry. </li></ul><ul><li>Within the expectation…… </li></ul>
    3. 4. Greg Sung
    4. 5. <ul><li>Online bookshelf, book community, review, marketplace </li></ul>
    5. 6. ONLINE BOOK STORES <ul><li>Comparison of China, Taiwan, Hong Kong and USA </li></ul>
    6. 7. <ul><li>China </li></ul>
    7. 8. <ul><li>Taiwan </li></ul>
    8. 9. <ul><li>Hong Kong </li></ul>
    9. 10. <ul><li>USA </li></ul>
    10. 11. THE EMPOWERMENT OF WEB 2.0 SOCIAL ELEMENTS <ul><li>Example: 1Q84 </li></ul>
    11. 12. <ul><li>e-Newspaper </li></ul>
    12. 13. <ul><li>blog </li></ul>
    13. 14. <ul><li>twitter </li></ul>
    14. 15. <ul><li>facebook </li></ul>
    15. 16. PERSONALIZATION <ul><li>aNobii book marketing tactics </li></ul>
    16. 17. <ul><li>Personalized bookshelf </li></ul>
    17. 18. <ul><li>Readers’ Group </li></ul>
    18. 19. <ul><li>Collaborative Collections </li></ul>
    19. 20. <ul><li>Evaluate Others’ Review </li></ul>
    20. 21. <ul><li>Marketplace </li></ul>
    21. 22. FUTURE <ul><li>e-Reader, Mobile, Augmented Reality… </li></ul>
    22. 23. <ul><li>aNobii @ iPhone </li></ul>
    23. 24. <ul><li>Amazon @ Android </li></ul>
    24. 25. <ul><li>Kindle @ Amazon </li></ul>
    25. 26. <ul><li>nook @ Barnes & Noble </li></ul>
    26. 27. <ul><li>E-BOOKSHELF </li></ul><ul><li>BLOG </li></ul><ul><li>TWITTER </li></ul><ul><li>FACEBOOK </li></ul><ul><li>E-BOOK </li></ul><ul><li>E-CATALOG </li></ul>
    27. 28. TWO MORE THINGS <ul><li>Implication from technology advancement </li></ul>
    28. 29. Bestsellers vs the Tail
    29. 30. <ul><li>Generation C – we are all artists, writers, singers… </li></ul>
    30. 31. 2009
    31. 32. 2010 [email_address]

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