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.
4. Authors and Readers: The Constants
9/26/13 Agile Marketing 4
Authors Consumers
Agents
Publishers
Aggregators and Intermediaries
Retailers
»⯠Who best connects authorsâworks to consumers (aka readers)
§ï§âŻ Need for demonstrable, repeatable Unique Selling Propositions/Actions
»⯠Gaps
§ï§âŻ Consumer marketing
§ï§âŻ Digital (multi-channel) marketing
7. Agile Marketing *
Agile Marketing 7
»⯠Responding to change
§ï§âŻ âŠover following a plan
»⯠Rapid iterations
§ï§âŻ âŠover Big-Bang campaigns
»⯠Testing and data
§ï§âŻ âŠover opinions and conventions
»⯠Numerous small experiments
§ï§âŻ âŠover a few large bets
»⯠Individuals and interactions
§ï§âŻ âŠover target markets
»⯠Collaboration
§ï§âŻ âŠover 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
§ï§âŻ Gender, age group, income level, education level, etc.
§ï§âŻ Note: I include geographic region here
»⯠Psychographics
§ï§âŻ Beliefs, values, attitudes, opinions,âlifestylesâ
»⯠Behaviors
§ï§âŻ What people have done, are doing, most likely to do next
Goals
 +
 audience
 research
 â
 the
 âbaseâ
 and
 beyond
Â
Result:
 op8ons
 narrowed
 |
 Plan:
 right
 book,
 right
 8me,
 right
 message
Â
10. Strategy Breakdown: Marketing EïŹorts
9/26/13 Agile Marketing 10
»⯠B2B
§ï§âŻ âKnownâand well understood and utilized today â some room for
optimization
§ï§âŻ Will benefit most from improved consumer marketing eïŹorts
»⯠B2CâKnownâ
§ï§âŻ Consumers who have engaged with publisher (and hopefully visa versa)
»⯠B2CâUnknownâ
§ï§âŻ A potentially new consumer
11. D2C
»⯠It is a spectrum
§ï§âŻ DiïŹerent goals, opportunities, tactics, KPIs, etc.
§ï§âŻ Consumersâmoveâacross spectrum (some exit)
9/26/13 Agile Marketing 11
Well-
known
Lightly
Â
touched,
Â
slightly
Â
known
Â
Currently
Â
Unknown
 but
Â
Interes8ng
Â
12. Publisher marketing activities
9/26/13 Agile Marketing 12
Inbound &
Outbound
âBackendâ
§ï§âŻ Author,
 Title,
 Ver8cal
 Sites
Â
§ï§âŻ Corp.
 Social
 Media
 â
Â
Â
Earned
 +
 Paid
Â
§ï§âŻ Author
 Social
 Media
Â
Earned
 +
 Paid
Â
§ï§âŻ Email
 Marke8ng
Â
§ï§âŻ SEO
 (sites,
 meta-Ââdata
 +)
Â
§ï§âŻ SEM
Â
§ï§âŻ Display
 ads
Â
Â
§ï§âŻ Web
 analy8cs
Â
§ï§âŻ Sales
 analy8cs
Â
§ï§âŻ Surveys
Â
§ï§âŻ Communica8ng
Â
§ï§âŻ Apps
Â
§ï§âŻ Advance
 Reading
 Materials
Â
§ï§âŻ Trad.
 Marke8ng,
 Publicity,
 sales
Â
§ï§âŻ Mul8media
Â
§ï§âŻ Mobile
Â
§ï§âŻ Owned
 communi8es
Â
§ï§âŻ Direct
 eCommerce
Â
§ï§âŻ âListeningâ
Â
§ï§âŻ B2B
 Sites
Â
EtcâŠ
14. Implications
»⯠Orientation
§ï§âŻ Digital- and audience-first
§ï§âŻ Data-driven â measurement/optimization
§ï§âŻ Flexibility
»⯠Organizational
§ï§âŻ Alignment between revenue & cost centers
§ï§âŻ StaïŹng ââmarketing scientistsâ(trained or hired)
§ï§âŻ Scale â processes, tools
»⯠Multi-Channel
§ï§âŻ Use digital to inform oïŹine and visa-versa
»⯠Communication
§ï§âŻ Stakeholder partnership and continuous collaboration
§ï§âŻ Need toâmarket the marketingâtransparently
»⯠Increased eïŹciency and measurable ROI (nuanced, though)
Agile Marketing 149/26/13
Be bold, realistic,
creative,
innovative patient
Most of all, start
15. Thank you, letâs get to it.
15May 29, 2013 Consumer Data - PubLaunch BEA