The Digital Marketing Wave: Handselling in a Networked World

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Consumers are shifting their book reading habits at a rapid pace. Today they’re using social networking and web sites to discover, recommend and purchase books, including traditional print books. They’re also reading books on new mobile phones and ereading devices. For publishers to remain relevant, they’ll need to embrace different ways to “handsell” books in the digital world and package their content to reach todays online and offline readers.

So how should publishers market books on Facebook and the web? How do they reach consumers on the iPhone or eReader? Can publishers unbind their content and manage new marketing and digital distribution channels? How does digital marketing influence print sales? What works best?

Many of the world’s leading publishers are at the forefront of successfully answering these questions. Companies like Hachette Book Group, The New York Times Co., HarperCollins Publishers, Hearst, and Simon & Schuster recognize the value of embracing new forms of internet distribution and content access and are evolving their “old media” business models to take advantage of the digital revolution.

This session will:

  • Provide examples of how publishers are successfully marketing and promoting their titles on social networks, the web and on mobile devices;
  • How publishers can leverage the abundance of new technology options available to improve their audience reach;
  • How publishers can re-package and re-purpose content to create new products and engage new sets of consumers in the digital world.
Photo of Bob Carlton

Bob Carlton

Kirkus Reviews

Bob Carlton has been at the forefront of online information services for 25 years. He was part of the launch team for CourseSmart, the leading e-book company in higher education, which was founded and supported by the five leading publishers. Carlton was also senior vice president for business development at Thomson Learning (now Cengage), where he negotiated strategic relationships with several leading e-Learning companies to distribute the company’s offerings worldwide.

Carlton has also held senior positions with information providers and publishers such as Electronic Data Systems, WetFeet, News Corp, and Harcourt. He holds a bachelor of arts degree in marketing and statistics from Texas A&M University.

  • Ingram Content Group
  • Qualcomm
  • Copia
  • Impelsys Inc.
  • Innodata Isogen, Inc.
  • Adobe
  • Aptara
  • Baker & Taylor
  • Bowker
  • codeMantra
  • Connotate
  • Google
  • HP
  • LibreDigital
  • MagMe
  • Malloy
  • Mark Logic
  • oXygen XML Editor
  • Chuckwalla
  • Foxit Software
  • Jacquette Consulting
  • Jouve North America
  • Lulu
  • Marvell
  • Media Services Group
  • PubServ
  • Safari Books Online
  • Silverchair
  • Virtusales
  • Vitrium Systems
  • Smashwords, Inc.

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