Presented as the introduction to Digital Book World/Publishers Launch/F+W Media's "Modern Marketing" Expo in NYC on 9/26/13. It's brief, intended to wake us all up, and frame the day.

1. Agile Marketing
Digital Book World/Publishers Launch Marketing Expo
Peter McCarthy
September 26, 2013

2. Contents
» Why We’re Here
» Agile Marketing (of Books)
» Breaking it Down: Frameworks
» Implications
Agile Marketing 29/26/13

3. Contents
» Why We’re Here
» Agile Marketing (of Books)
» Breaking it Down: Frameworks
» Implications
Agile Marketing 39/26/13

4. Authors and Readers: The Constants
9/26/13 Agile Marketing 4
Authors Consumers
Agents
Publishers
Aggregators and Intermediaries
Retailers
» Who best connects authors’works to consumers (aka readers)
§ Need for demonstrable, repeatable Unique Selling Propositions/Actions
» Gaps
§ Consumer marketing
§ Digital (multi-channel) marketing

5. We’ve evolved greatly, but we’re not“there”yet
9/26/13 Agile Marketing 5

6. Contents
» Why We’re Here
» Agile Marketing (of Books)
» Breaking it Down: Frameworks
» Implications
Agile Marketing 69/26/13

7. 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/
(Re) Launch
Measure
Optimize
(Re) Plan
Communicate

8. 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:
op8ons
narrowed
|
Plan:
right
book,
right
8me,
right
message

9. Contents
» Why We’re Here
» Agile Marketing (of Books)
» Breaking it Down: Frameworks
» Implications
Agile Marketing 99/26/13

10. 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

11. D2C
» It is a spectrum
§ Different goals, opportunities, tactics, KPIs, etc.
§ Consumers“move”across spectrum (some exit)
9/26/13 Agile Marketing 11
Well-
known
Lightly
touched,
slightly
known
Currently
Unknown
but
Interes8ng

12. Publisher marketing activities
9/26/13 Agile Marketing 12
Inbound &
Outbound
“Backend”
§ Author,
Title,
Ver8cal
Sites
§ Corp.
Social
Media
–
Earned
+
Paid
§ Author
Social
Media
Earned
+
Paid
§ Email
Marke8ng
§ SEO
(sites,
meta-­‐data
+)
§ SEM
§ Display
ads
§ Web
analy8cs
§ Sales
analy8cs
§ Surveys
§ Communica8ng
§ Apps
§ Advance
Reading
Materials
§ Trad.
Marke8ng,
Publicity,
sales
§ Mul8media
§ Mobile
§ Owned
communi8es
§ Direct
eCommerce
§ “Listening”
§ B2B
Sites
Etc…

13. Contents
» Why We’re Here
» Agile Marketing (of Books)
» Breaking it Down: Frameworks
» Implications
Agile Marketing 139/26/13

14. 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

15. Thank you, let’s get to it.
15May 29, 2013 Consumer Data - PubLaunch BEA