agile marketing - etouches€¦ · but where to start? 9/26/13 agile marketing 8 » demographics §...
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Agile MarketingDigital Book World/Publishers Launch Marketing Expo
Peter McCarthySeptember 26, 2013
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Contents
» Why We’re Here» Agile Marketing (of Books)» Breaking it Down: Frameworks» Implications
Agile Marketing 29/26/13
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Contents
» Why We’re Here» Agile Marketing (of Books)» Breaking it Down: Frameworks» Implications
Agile Marketing 39/26/13
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Authors and Readers: The Constants
9/26/13 Agile Marketing 4
Authors Consumers
AgentsPublishers
Aggregators and Intermediaries
Retailers
» Who bests connects authors’ works to consumers (aka readers)§ Need for demonstrable, repeatable Unique Selling Propositions/Actions
» Gaps§ Consumer marketing
§ Digital (multi-channel) marketing
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We’ve evolved greatly, but we’re not “there”yet
9/26/13 Agile Marketing 5
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Contents
» Why We’re Here» Agile Marketing (of Books)» Breaking it Down: Frameworks» Implications
Agile Marketing 69/26/13
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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/
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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: options narrowed | Plan: right book, right time, right message
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Contents
» Why We’re Here» Agile Marketing (of Books)» Breaking it Down: Frameworks» Implications
Agile Marketing 99/26/13
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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
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D2C
» It is a spectrum§ Different goals, opportunities, tactics, KPIs, etc.§ Consumers “move” across spectrum (some exit)
9/26/13 Agile Marketing 11
Well-knownWell-
knownLightly
touched, slightly known
Lightly touched, slightly known
Currently Unknown but
Interesting
Currently Unknown but
Interesting
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Publisher marketing activities
9/26/13 Agile Marketing 12
Inbound & Outbound
“Backend”
§ Author, Title, Vertical Sites§ Corp. Social Media –
Earned + Paid§ Author Social Media
Earned + Paid§ Email Marketing§ SEO (sites, meta-data +)§ SEM§ Display ads
§ Web analytics§ Sales analytics§ Surveys§ Communicating
§ Apps§ Advance Reading Materials§ Trad. Marketing, Publicity, sales§ Multimedia§ Mobile§ Owned communities§ Direct eCommerce§ “Listening”§ B2B Sites
Etc…
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Contents
» Why We’re Here» Agile Marketing (of Books)» Breaking it Down: Frameworks» Implications
Agile Marketing 139/26/13
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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
Be bold, realistic, creative,
innovative patient
Most of all, start
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Thank you, let’s get to it.
15May 29, 2013 Consumer Data - PubLaunch BEA