Press Release: Peter McCarthy and Mike Shatzkin Announce New Digital Marketing Services for Publishers
McCarthy offers additional detail on his perspective and philosophy. "In concert with a terrific team and a highly supportive and visionary management at Random House, I was able to test hypotheses and hone techniques. I was fortunate enough to be in the position to combine that with a longstanding background in publishing and technology. I firmly believe that good digital marketing practice requires research and constant experimentation. Increasingly doing that also requires a sophisticated and nuanced understanding of the technologies involved. Gathering information is one thing; using it wisely is another. The idea that an editor or marketer can just write SEO'd copy for a book - any book - without research into the presumed audiences is just wrong. The same is true of paid media efforts. Skipping research is a mistake. But research done in the absence of the understanding of how to properly apply it to business objectives might as well not have been done at all."
- People:
- Peter McCarthy
- Shatzkin
- Places:
- New York