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Managing direct-to-consumer sales channels and making sense of the incoming data has now become a challenge. For book publishers that want to make a significant data play, new talent and technology are often in the cards. One tool that can manage outgoing marketing communication and incoming data is a marketing automation platform. Marketing automation allows publishers to automate messaging to consumers and to adjust and target messaging according to consumer behavior. If a reader regularly opens a newsletter about the latest crime novels, the next message might be a discount on a crime author's debut novel. Messaging can be automated across any digital channel from social media to native ads.
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