Data-Driven Ebook Marketing

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Publishers are using data to connect with consumers, not necessarily readers. Avid TV and movie viewers could be the next best audience for an ebook marketing campaign. But is marketing to non-readers worth it?

Marketing expert Peter McCarthy looks at how publishers can find readers by tapping into the zeitgeist–effectively engaging in existing, popular non-book conversations. And data makes this an all the more viable marketing strategy.

McCarthy advises that publishers do a bit of low-cost research using Facebook ads to know whether a particular cultural conversation or TV show’s fan base is the right market for a given title.

Read more.


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The rest of the day’s top news:

Meet The Press: Shrewd Tips for Book Publicity (DBW)
Ebooks are quick and convenient for journalists and reviewers. Nonetheless, some media still prefer to receive a hardcover. Sandra Poirier-Diaz, president of Smith Publicity, reveals how publishers and authors can determine who wants what. Related: An author’s checklist for successful ebook publicity

Kindle Sales Numbers Estimated By Morgan Stanley (All Things D)
Morgan Stanley Research approximates that Amazon’s sales of e-readers and tablets this year will amount to $4.5 billion. That would be an increase of 26% from 2012.

Overstock’s Price Competition with Amazon Ended (PW)
The company discounted print book for two weeks, offering consumers prices that were 10% below Amazon’s. Late last week the promotion came to an end.

Digital Marketing: Twitter, Facebook, Goodreads and Beyond (The Shatzkin Files)
Digital book marketing is a new science that requires common sense, quick thinking and flexible best practices. Here Mike Shatzkin shares 7 principles for marketing that he learned from Peter McCarthy.

Amazon Will Collect Sales Tax in Georgia (WSJ)
Starting next month the company will charge Georgia residents 4% sales taxes. The state anticipates netting $18 million annually from Amazon and other internet companies, thanks to the new law requiring the tax.

Digital Reading Diminishes Privacy? (The Guardian)
The Electronic Frontier Foundation’s latest E-Reader Privacy Chart shows that nearly all consumer activity related to ebooks is being tracked.

“Fan Funding” Comes to Wattpad (Wattpad)
The company has launched a crowd funding initiative, one of several experiments that Wattpad hopes will inspire new models for collective digital publishing.

Digital Comic Sales Up Significantly in 2012 (Digital Reader)
According to estimates from ICv2, digital comic book sales reached $70 million last year.

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Image Credit: marketer image via Shutterstock

CATEGORIES
DBW Daily, Industry News
DeannaUtroske

About DeannaUtroske

Deanna Utroske is the Content Producer at Digital Book World and an active member of New York Women in Communications, where she serves on the Integrated Marketing & Communications Committee. Previously, Deanna worked in the editorial office of Signs: Journal of Women in Culture and Society, a publication of the University of Chicago Press.

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