Digital Directions: The Marketing Silo
• Sample chapters and excerpts that have been pre-vetted for inclusion in marketing programs.
• Cover image files in a variety of resolutions. Having a set of thumbnails or medium-resolution cover files on a common subdirectory doesn’t cut it. The files must be indexed and available in a variety of resolutions or formats to support the range of marketing communications and review-publications’ requirements.
• Illustration image files for inclusion with publication of reviews, in a variety of resolutions.
• Licensing terms, particularly pertaining to illustrations, to determine their availability for inclusion in promotions.
Timely access to quality data and digital assets has a direct impact on the effectiveness of marketing programs. Yet, all too often, marketing departments have been effectively placed in information silos without easy access to data and content assets that are managed within editorial, contracts and production groups.
Publishing organizations are rife with tales such as these:
• A marketing communications manager wishes to create an advertisement that will contain a number of cover images. While a large number of cover images can be found on common file-servers, there is no index to these files, and the team does not know which file is authoritative. To be certain, the team decides to scan the cover of the printed book in order to get the right image.
• An international publication tells the publisher it wishes to run a featured review of a key upcoming title. The publisher’s elation turns to panic when the reviewer expresses its desire to include illustrations with the review. It is not readily apparent to what degree these illustrations have been appropriately cleared for such promotional purposes. Frenzied searches through paper files and a flurry of phone calls ensue while the deadline for the review approaches.