HarperCollins, Goodreads & PRH on How the Book Discoverability Game Has Changed
Targeting Purchase Intent
While the influencers can help spread the word, publishers need to collect more data about readers, and in particular their purchase intent. "It's important for us to look at the entire purchasing funnel," said Angela Tribelli, CMO at HarperCollins and also a panelist during this session. "The most valuable consumer for us is the one who has the highest intent of purchase." Marketing to people who you know already want to buy a book -- perhaps they purchased the first book in a series, and the next installment was just released -- is something publishers have done well traditionally but must move to digital platforms.
Ellen Harvey is a freelance writer and editor who covers the latest technologies and strategies reshaping the publishing landscape. She previously served as the Senior Editor at Publishing Executive and Book Business.