LJNDawson.com, Consulting to the Book Publishing Industry
Book Publishing Industry Consultant

Best Practices for Digital Marketing

Ted Listening

Ted Hill, an independent consultant who's long been concerned with digital issues, gave a great presentation on what the best practices are in the digital marketing arena.

He spoke about a study he conducted - along with IdeaLogical and Magellan - for a mid-sized trade publishing house about how to effectively leverage the Internet and associated technologies to market books to consumers.

Like Shatzkin, Hill had some bifurcations in his vision of the market. Hill divided his viewpoint into four sectors along two axes: Access and Discovery. An author appearance on Oprah, for example, has high discovery...but minimal access because Oprah does not sell books directly to consumers (she merely recommends them). A museum store, however, has both high access and high discovery - people are prepared to go to the gift shop after a museum visit, and they easily discover books there.

Hill also emphasized the importance of publishers empowering authors to market themselves online. Because communities easily build up around authors - and authors are great attractors of email addresses, and other targets for publisher campaigns - this is really crucial. "The greatest leverage," Hill said about internet marketing, "may be in teaching authors how to market."

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