The document discusses agile marketing in the context of book publishing, highlighting the need for a flexible approach that prioritizes rapid iterations, data-driven decision-making, and collaboration over traditional methods. It outlines the importance of understanding authors, readers, and market dynamics to optimize marketing strategies and improve engagement with consumers. Additionally, the text emphasizes the significance of digital transformation and multi-channel strategies in modern marketing efforts.

1. Agile Marketing
Digital Book World/Publishers Launch Marketing Expo
Peter McCarthy
September 26, 2013

2. Contents
» Why We’re Here
» Agile Marketing (of Books)
» Breaking it Down: Frameworks
» Implications
Agile Marketing 29/26/13

3. Contents
» Why We’re Here
» Agile Marketing (of Books)
» Breaking it Down: Frameworks
» Implications
Agile Marketing 39/26/13

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. We’ve evolved greatly, but we’re not“there”yet
9/26/13 Agile Marketing 5

6. Contents
» Why We’re Here
» Agile Marketing (of Books)
» Breaking it Down: Frameworks
» Implications
Agile Marketing 69/26/13

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. 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. Contents
» Why We’re Here
» Agile Marketing (of Books)
» Breaking it Down: Frameworks
» Implications
Agile Marketing 99/26/13

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. 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. 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. Contents
» Why We’re Here
» Agile Marketing (of Books)
» Breaking it Down: Frameworks
» Implications
Agile Marketing 139/26/13

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. Thank you, let’s get to it.
15May 29, 2013 Consumer Data - PubLaunch BEA