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Marketing Books In A World Of Discoverability
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Marketing Books In A World Of Discoverability

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Panelists address how the agile content produced by an XML workflow enables revenue growth through more effective digital marketing, content licensing, and multi-format publishing. (Evan Schnittman, …

Panelists address how the agile content produced by an XML workflow enables revenue growth through more effective digital marketing, content licensing, and multi-format publishing. (Evan Schnittman, Oxford University Press)

Published in: Education, Technology, Business

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  • 1. MARKETING BOOKS IN A WORLD OF DISCOVERABILITY STANDING OUT AMONGST 20,000,000+ BOOKS ONLINE
  • 2. Oxford University Press • Over 35,000 ISBN’s in print, 20,000+ ac?ve • Dis?nct Types of publishing: Trade – Academic/Professional – Reference – Higher Educa?on – Journals – School/Children's – English Language Teaching – • Over 12,000 ebooks in UPDF format • Over 4,500 in XML
  • 3. OUP in Google Book Search (GBS)  Initial Plan was to put in Click to Buy Conversion Rates 5,000+ titles and monitor progress for a year Buy % Buys Income 1% 7,348 $293,927  Higher Ed, Reference, 2% 14,696 $587,854 Medicine, and “misc adoption titles” were excluded from 3% 22,045 $881,782 program 4% 29,393 $1,175,709  15,564 titles into Google 5% 36,741 $1,469,636 Book Search 6% 44,089 $1,763,563 – 143,822,674 book pages 7% 51,437 $2,057,490 viewed 8% 58,785 $2,351,418 – 734,818 “buy the book” clicks 9% 66,134 $2,645,345 – 47.21 buy click per book on 10% 73,482 $2,939,272 average – $40 Average book price
  • 4. Its a Full-Text Search World • Google Book Search has millions of titles that internet users can discover via full text searches • The Settlement with the Authors Guild and AAP gives them approximately 20,000,000 more titles • Little or no control over how your titles are indexed as full text crawling cannot be manipulated to your specific marketing message
  • 5. What if You Started with XML? • By producing books in XML one can create “chunkable” content • The “chunkability” can create endless iterations of the same content • Specific chunks of content can be displayed to enable market messaging – much more efficiently than relying on the right phrase found via full text search
  • 6. Real-Life Example Oxford Scholarship Online • Over 3,000 titles in OSO all in XML • Every book has: • Chapter abstracts • Chapter Indices • Chapter Keywords • Primary Intent was A+I (Abstract & Index) Services • Google Discoverability is current application • XML editorial and production workflow allows for evolving applications of content
  • 7. The Big Picture • Starting with XML is the only way to cost effectively create flexible content • Flexible Content can be manipulated for any marketing use or message • Flexible Content leads to custom applications for any number of uses including new or additional content.