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5 Steps for effective eBook Marketing. Choosing a book from the shelves in a library or bookstore is a very different experience from selecting an eBook online. Customers in a physical space will often wander among the shelves, going to a specific topic area, browsing the selection and pulling out a book here or there because its title sounds interesting or its artwork grabs attention. The admonition to never judge a book by its cover notwithstanding, the truth is that many a reader first notices a favourite book because of the cues presented by its cover design, size, colour or overall presentation. Online, however, those traditional, visual hints are altered, and tactile cues are missing altogether.
Online, a customer must already have some idea of what she wants, even if it is just a genre or a topic area. Publishers of eBooks then, face particular challenges in helping customers discover books they may enjoy yet don’t think to search for.