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Sunday, October 31, 2010

Marketing Books Today


I have discovered a new literary group: BISG (Book Industry Study Group)...and they have culled some new marketing savvy from their webcast last Wednesday where 80 publishing professionals tuned in.

Some (or all) of this marketing intelligentsia you may have discovered for yourself already, but there are gold nuggets in here for those that are still seeking and learning about book marketing in today's digital environment.

Lynn Andriani of Publisher's Weekly reports this:

It's All About the Social Network
BISG webcast covers marketing books in a digital world

Nearly 80 publishing professionals tuned in to a BISG-sponsored webcast, “Marketing ‘Books’ in a Digital World,” on Wednesday. The hour-long discussion covered a range of tactics publishers are taking to get their books into readers’ hands, but the topic that loomed largest was socia networking.

Rob Goodman, director of online marketing at Simon & Schuster, revealed a battery of impressive figures about how social networking influences consumer buying habits, among them: consumers are 67% more likely to buy from the brands they follow on Twitter, 51% more likely to buy from a brand they fan on Facebook, and 79% more likely to recommend brands and products they follow on social media. The other speaker, Peter Milburn, digital products marketing manager at Wiley Global Finance, called Facebook (which has 500 million users), Twitter (125 million users), YouTube, and LinkedIn “the new retailers,” an idea moderator Jim Lichtenberg, president of the management consulting practice Lightspeed, confirmed when he noted, “You go to Facebook, hear about a book, then go to a retailer and buy it—so at that point the retailer’s just fulfilling your desire.”

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