Few publishers have marketing programs in place at every stage of a reader’s path toward making a book purchase.
That’s partly because most publishers are still figuring out how to build meaningful relationships directly with their readers.
But as marketing expert Murray Izenwasser and others have recently argued, a great discoverability strategy no longer cuts it. And yet “the vast majority of marketing programs (and spend)…across almost all industries,” Izenwasser writes, is still focused just on creating awareness.
There are four other key stops on readers’ sales journeys that publishers can fine-tune to improve their marketing programs overall.
Related: Why 2015 Is the Year of the Customer
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Penguin Random House Merger Pays off (PW)
Revenue grew more than 25% at Penguin Random House last year, leading the publisher’s CEO Markus Dohle to conclude that Penguin and Random House “are strong together.” John Green’s hit The Fault in Our Stars was the top selling title, clocking in at more than 10 million copies globally.
Amazon Takes on Google in Android Apps (The Motley Fool)
The “Unlocked” program Amazon is reportedly developing would offer Android users select apps and in-app paid features for a flat fee. The move is seen by some industry watchers as a bid to attract Google Play Store customers and part of Amazon’s broader strategy to drive ultimately drive more users to its devices by way of its Appstore.
Related: The Apple-Android Footrace and What It Means for Publishers
Danish Subscription Ebook Service Looks to Expand (Futurebook)
Mofibo, the Denmark-based ebook subscription service that also operates in Sweden, has plans to launch in the Netherlands and later in the UK, where the ebook market is comparatively much more mature and the subscription landscape more competitive.
A Decade of Reader Empowerment (DBW)
Managing Director of IPR License Tom Chalmers looks back over the past ten years of a publishing career mapped to a tremendous amount of change in the book industry: “The trapped book buyer market no longer exists. Today’s consumer selects from across a wide range of different entertainment offerings,” Chalmers says, and publishers must now recognize “that we in fact work for them.”
IPR License Helps Indie Authors Make Rights Deals (DBW)
Partnering with Digi-Rights, IPR License launches a program designed to expand the licensing opportunities available to self-published authors in the global rights market.
Related: Getting the Economics of Indie Publishing to Add up
Paula Hawkins Still Bucking Trends on Best-Seller List (DBW)
The Girl on the Train heads into its ninth week at No. 1 on the Ebook Best-Seller List even as titles by veteran best-selling authors like Harlan Coben and John Green—many of them with media tie-ins to boot—crowd the ranks.
MPS Buys Second U.S. Vendor in Six Months (VCCircle)
In a $1 million deal, the Indian publishing service provider MPS Limited buys TSI Evolve, a full-service publishing solutions company with offices across the U.S. This is the second acquisition MPS has made of a U.S.-based vendor since October last year, when it bought Electronic Publishing Services.
Digital Textbook Store Foresees Disruption Down Under (The Australian)
A new academic ebookstore is making a push for digital textbooks in Australia, where students complain of prohibitively expensive course materials. Called eBooks365, the service plans to expand in Asia this year and come to the U.S. in 2016.
Goodreads Upgrades Android App (Good E Reader)
The social network for readers rolls out an updated interface meant to reduce clutter and improve the platform’s recommendation and discovery experiences.