Marketing, Marketing, Marketing (Roundtable: 9/9/10)

#DBW RoundtableThe Roundtable is a live, interactive webcast gathering some of the most outspoken industry professionals to debate the hottest publishing issues of the week, as being discussed in traditional media, the blogiverse and on Twitter. From celebrity book deals to eBook rights and pricing to [insert YOUR pet topic here] — if it’s related to books, it’s on the agenda.

Topic: Marketing, Marketing, Marketing

This episode of The Roundtable was webcast live at 1pm EDT on Thursday, September 9, 2010.


Laura Dawson, Publishing Industry Consultant
Kate Rados, Marketing Director, F+W Media

Moderated by:

Guy LeCharles Gonzalez, Dir. of Programming & Business Development, Digital Book World


Challenges of Cross-Channel Marketing Integration

But achieving marketing integration can be difficult. According to US online marketers surveyed in June by interactive marketing agency Zeta Interactive, their organizational structure was the top problem, suggesting many companies are still keeping marketing activities siloed rather than working to coordinate them. Technology and the problems of working with multiple vendors and agencies were also an issue, along with a simple lack of cross-channel expertise.

Open Leadership: Must-Read For Ethical Marketers
DJ Francis,

When she speaks of humility, Li notes that open leaders accept “that their views…may need to shift because of what their curious explorations expose.” (page 169) She quotes Ron Ricci, Cisco’s VP of corporate positioning, as saying “Shared goals require trust. Trust requires behavior. And guess what technology does? It exposes behavior.” (page 198) You begin to understand that Li isn’t railing against command-and-control operations nor does she dive off into kumbaya territory. But she does convince the reader that a world of ubiquitous social technologies, business transparency, and digital communication will require a different kind of leadership.

Dee Dee De Bartlo Leaves HarperCollins & Joins February Partners
Jason Boog, GalleyCat

“We really feel the future of the industry is dismantling the silos that exist between publicity and marketing in the big publishing houses and coming up with solutions that maximize a book’s exposure … Our campaigns are fully customized and we spend a lot of time with authors, publishers and agents to create strategies and tactics that will guarantee that a book finds its biggest audience.”

The Four Primary Types of Social Media Strategy
Geoff Livingston

The hardest of all forms of social media strategy, empowerment assumes that the organization will commit to building a far flung community. In essence, the empowered Fifth Estate members create conversations and ideas that are so extensive they exist well beyond the organization’s reach. Instead, the company or nonprofit becomes much more of a host and facilitator, available when called upon. The organization then creates initiatives and helps to sustain the effort over the long term. Crowdsourcing, large scale events, cause-based initiatives, and loyal customer communities are examples of the empowerment strategy.

Beyond Here There Be Dragons
Don Linn, Bait ‘n’ Beer

Communities are interesting but not valuable if they cannot be monetized in a profitable way and doing that isn’t easy. In fact, it’s not a skill set that most publishers, including (maybe especially) the newest and most innovative ones, possess. While you’re busy building your community, don’t forget the object of the exercise is to make money from its members. Otherwise, you’re in Dragon Country.

Twitter (as RTd by @digibookworld)

RT @babetteross: marketing: Not just Sales & Advertising- EVERYTHING done to acquire customers, maintain relationship with customers. #dbw

RT @jennybullough: Metadata affects marketing — if they can’t find it, you can’t sell it #dbw

RT @eBookNoir: #dbw part of marketing is listening. Not just spouting what you want but listening to audience about what matters to them.

RT @jennybullough: .@harlequinbooks always had strong community; not just pushing info, actually interacting #dbw <- shoutout @tarzansgrrl!!

RT @kellymcclymer: Niche and community are different. So true. #dbw

RT @jennybullough: All publishers have niches, they just might not be talking to them directly #dbw

RT @richfahle: #dbw Do pubs have taste/budget for training authors to build platforms? Or do they expect DIY authors that arrive w/platform?

RT @MatthewDiener: If customers determining what you publish… role of acquisitions editor? Changes from picking/acquiring to finding. #dbw

RT @MatthewDiener: “Marketing has never been a promise.” Mktng isn’t responsible for sell-through; editorial, marketing, and sales are. #dbw

RT @kellymcclymer: Communication through metadata in the digital age. I need to go tag my books! #dbw


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