Marketing Automation’s Impact on Publishing
In the 21st century, publishers are no longer limited to printing textbooks and distributing them across the world. The growth of the digital framework has changed all of that. Publishers provide content in the form of eBooks and other digital/mobile devices. In this digital era, marketing automation for publishers has taken precedence. 78% of successful businesses say that marketing automation is most responsible for improving revenue contribution.
Here are the general areas where having a marketing automation platform (map) can benefit any business using it.
- Email Marketing
- Personalized Landing Pages
- Cross-channel marketing
- Lead Generation
- Measuring ROI
- Website Optimization
For publishers, this leads to an increase in their online presence. The basic question that most publishers ask themselves is how do they increase the visibility of their books? An increase in visibility leads to an increase in sales.
Here are some features that a marketing automation system will provide for a publisher.
- Metadata optimization
- eBook Bundle Creator
- Social Media Management
- In-Book Marketing
- Daily Trend analysis
In terms of impact, this is certainly beneficial to the publisher. Let’s take the case of a large publishing group in Germany that wanted to provide automatic suggestions to their clientele that didn’t create excessive marketing costs. When it comes to marketing, it’s a double edged sword. They have to create interest in the readers as well as sell as many books as possible. For this German publishing house, an In-Book marketing module was used. It enables publishers to embed dynamic ads within books with which they could promote similar books or offer discounts to their readers. It’s an easy-to-use system that provides recommendations to customers, with direct purchase links to the suggested titles.
In the case of the German publishing house, they were able to integrate advertisements in their eBooks to connect with their readers. The manual workflow which consisted of an editor, sales department, marketing, production as well as external distribution was sluggish and time-consuming. This essentially was enhanced by a workflow automation process, thus optimizing it and achieving a higher conversion rate. With the automated process, the turnover of advertised titles rose 57%. They were able to connect with over 1 million readers and generated close to 5000 deliveries.
Main Benefits of Marketing Automation
- It identifies all the critical data needed to target client campaigns.
- Prioritizes what your business needs
- Constructs an extensive lead database
- Tracks the Key Performance Indicators (KPI) to measure success
- Build a trusted relationship with your readers
- Cost-effective process
Marketing automation is here to stay. Publishers and other content providers will continue to use this system to reach as many readers as possible across the world.