McCarthy: Marketing Winners Connect Authors With Readers

With multiplying channels, an increasingly fractured readership and a constantly evolving retail marketplace, book marketing today can feel like trying to run a lemonade stand in a snowstorm.

To Peter McCarthy, founder of McCarthy Digital and former vice president of marketing innovation for Random House, it’s simple.

“Whoever is the best at connecting authors’ works with the end consumers — they win,” he said, speaking at the Digital Book World Marketing + Publishing Services Conference & Expo in New York.

Agile marketing, via Jim Ewel: http://www.agilemarketing.net/what-is-agile-marketing/

Agile marketing, via Jim Ewel: http://www.agilemarketing.net/what-is-agile-marketing/

Because of the dynamic book marketing landscape, connecting readers with authors today requires a different approach from years ago, according to McCarthy. He suggests publishers take a more agile approach: responding to change rather than following a plan; rapid iterations over “big-bang” campaigns; testing and data over opinions and conventions; numerous small experiments instead of a few large bets; individuals and interactions over target markets; and collaboration that helps departments work together and around hierarchies. All themes for the rest of the conference.

“Agile marketing is not having a big upfront plan — like a list of things that we do in order until we exhausted our budget and then we move on,” said McCarthy. “It’s responding to change along the way.”

More from Peter McCarthy.

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