Agile Marketing (for books)

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Presented as the introduction to Digital Book World/Publishers Launch/F+W Media's "Modern Marketing" Expo in NYC on 9/26/13. It's brief, intended to wake us all up, and frame the day.

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Agile Marketing (for books)

  1. 1. Agile Marketing Digital Book World/Publishers Launch Marketing Expo Peter McCarthy September 26, 2013
  2. 2. Contents »  Why We’re Here »  Agile Marketing (of Books) »  Breaking it Down: Frameworks »  Implications Agile Marketing 29/26/13
  3. 3. Contents »  Why We’re Here »  Agile Marketing (of Books) »  Breaking it Down: Frameworks »  Implications Agile Marketing 39/26/13
  4. 4. Authors and Readers: The Constants 9/26/13 Agile Marketing 4 Authors Consumers Agents Publishers Aggregators and Intermediaries Retailers »  Who best connects authors’works to consumers (aka readers) §  Need for demonstrable, repeatable Unique Selling Propositions/Actions »  Gaps §  Consumer marketing §  Digital (multi-channel) marketing
  5. 5. We’ve evolved greatly, but we’re not“there”yet 9/26/13 Agile Marketing 5
  6. 6. Contents »  Why We’re Here »  Agile Marketing (of Books) »  Breaking it Down: Frameworks »  Implications Agile Marketing 69/26/13
  7. 7. Agile Marketing * Agile Marketing 7 »  Responding to change §  …over following a plan »  Rapid iterations §  …over Big-Bang campaigns »  Testing and data §  …over opinions and conventions »  Numerous small experiments §  …over a few large bets »  Individuals and interactions §  …over target markets »  Collaboration §  …over silos and hierarchy 9/26/13 * Definition adapted from Jim Ewel: http://www.agilemarketing.net/what-is-agile-marketing/ (Re) Launch Measure Optimize (Re) Plan Communicate
  8. 8. But where to start? Agile Marketing 89/26/13 »  Demographics §  Gender, age group, income level, education level, etc. §  Note: I include geographic region here »  Psychographics §  Beliefs, values, attitudes, opinions,“lifestyles” »  Behaviors §  What people have done, are doing, most likely to do next Goals  +  audience  research  –  the  “base”  and  beyond   Result:  op8ons  narrowed  |  Plan:  right  book,  right  8me,  right  message  
  9. 9. Contents »  Why We’re Here »  Agile Marketing (of Books) »  Breaking it Down: Frameworks »  Implications Agile Marketing 99/26/13
  10. 10. Strategy Breakdown: Marketing Efforts 9/26/13 Agile Marketing 10 »  B2B §  “Known”and well understood and utilized today – some room for optimization §  Will benefit most from improved consumer marketing efforts »  B2C“Known” §  Consumers who have engaged with publisher (and hopefully visa versa) »  B2C“Unknown” §  A potentially new consumer
  11. 11. D2C »  It is a spectrum §  Different goals, opportunities, tactics, KPIs, etc. §  Consumers“move”across spectrum (some exit) 9/26/13 Agile Marketing 11 Well- known Lightly   touched,   slightly   known   Currently   Unknown  but   Interes8ng  
  12. 12. Publisher marketing activities 9/26/13 Agile Marketing 12 Inbound & Outbound “Backend” §  Author,  Title,  Ver8cal  Sites   §  Corp.  Social  Media  –     Earned  +  Paid   §  Author  Social  Media   Earned  +  Paid   §  Email  Marke8ng   §  SEO  (sites,  meta-­‐data  +)   §  SEM   §  Display  ads     §  Web  analy8cs   §  Sales  analy8cs   §  Surveys   §  Communica8ng   §  Apps   §  Advance  Reading  Materials   §  Trad.  Marke8ng,  Publicity,  sales   §  Mul8media   §  Mobile   §  Owned  communi8es   §  Direct  eCommerce   §  “Listening”   §  B2B  Sites   Etc…
  13. 13. Contents »  Why We’re Here »  Agile Marketing (of Books) »  Breaking it Down: Frameworks »  Implications Agile Marketing 139/26/13
  14. 14. Implications »  Orientation §  Digital- and audience-first §  Data-driven – measurement/optimization §  Flexibility »  Organizational §  Alignment between revenue & cost centers §  Staffing –“marketing scientists”(trained or hired) §  Scale – processes, tools »  Multi-Channel §  Use digital to inform offline and visa-versa »  Communication §  Stakeholder partnership and continuous collaboration §  Need to“market the marketing”transparently »  Increased efficiency and measurable ROI (nuanced, though) Agile Marketing 149/26/13 Be bold, realistic, creative, innovative patient Most of all, start
  15. 15. Thank you, let’s get to it. 15May 29, 2013 Consumer Data - PubLaunch BEA

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