Buyer's Guide: Marketing Automation Accelerates D2C Efforts

Marketing on the Move
Mobile capabilities play a large part in enabling an omnichannel presence. Even a simple email campaign must now accommodate any number of unknown platforms and devices. On top of that, large providers like Gmail could implement sweeping design changes, such as separating marketing emails to a different tab, that greatly impact your expected campaign results. When evaluating marketing automation or email marketing providers, publishers should particularly explore their mobile testing capabilities, as well as their ability to adapt to swift market changes.

Analyze the Niches, Fill in the Gaps
Readers are still buying books—they're just purchasing them differently. Increasingly those purchases are online. Engaging content can provide a reason for readers to come straight to the source and online content analytics tools can help offer a fuller view of who those readers are, where they're coming from, and what they're interest are.

Helping to monitor user traffic and engagement and inform content optimization, analytics services run the gamut of functionality. The most well-known analytics services is Google Analytics, which among other things, offers statistics about website traffic, sources of traffic, and conversion of sales. Analytics tools can also provide deeper insight on web visitor referrers, such as search engine and social networks, and how users are engaging with specific content.

Book publishers have some shifting to do in order to start connecting better with their audiences. Combining content and marketing analytics with ecommerce data should offer a fuller picture of an audience segment or the big picture.

Selena Welz lives, works, and writes in the San Francisco Bay Area, focusing on technology and content marketing.

Editor's Note: If you feel you've been excluded from one of the following listings, please contact Book Business National Marketing Specialist Michael Cooper (mcooper@napco.com).