The Bookseller’s Marketing and Publicity Conference, a day-long event which concluded this Tuesday, showcased a number of interesting speakers from all sectors of the Book Marketing and Publicity world. Clara Nelson from Vintage Books gave a great illustration of how you can drive a marketing campaign with very little budget to the front page of Time Magazine, provided you speak to the right people. Dan Bond, from Adestra, gave a simple and erudite takedown of the most important elements of e-mail marketing.
One particularly well-received speaker was Daniel Dalton, staff-writer at Buzzfeed. You’d be forgiven for having read the preamble to his talk, on the role of social media in marketing campaigns and dismissed it as yet another hackneyed take on an area of marketing for which, over a number of years now, a lot has been written about very little.
However, Dalton underscored something that has received comparatively little attention; namely the pace of change in internet trends and how this essentially means having any sort of “long-term strategy” for social media is self-defeating. The classic case-in-point is hashtags, which of course trend according to whim and fashion. The other particularly interesting example was that of changing patterns of content consumption and user engagement.
We’ve spoken about this before at YUDU in terms of how it relates to media increasingly becoming monetized as a “service” These are best represented with the emergence of media-as-a-service content providers becoming dominant, such as Netflix and iTunes (and more recently, book-related equivalents like Oyster). These shifting patterns of content consumption aren’t limited to big choices about how to consume entertainment however, they can can also affect micro-level interactions. How a user views a tweet, or a Facebook post, or how they interact with a social media platform as a whole, and this was the crux of Dalton’s talk.
Increasingly, Dalton stated, readers are unwilling to click through to links displayed in tweets even if the text itself sounds interesting. In response to this, Buzzfeed has found the best way was to use Twitter’s media embedding to make engagement on the platform more straightforward. By providing relevant, interesting imagery, and often relying on Vine, video users can get what they perceive to be the meat of the content without having to navigate away from where the main site itself.
What does all this mean for Book Marketers? Ease of engagement is key. If you want to distribute content, make sure it’s accessible on all devices with the minimum of fuss.
If you are working in book marketing and looking for ways to promote new titles and backlist titles, YUDU’s BookSnacking is an easy solution to promote and get your book discovered online. Please get in touch for more information.