Publishing consultant Mike Shatzkin discusses several examples of publishers misunderstanding digital marketing. It’s a bit of a self-serving ad for his new marketing business, but it’s got a lot of interesting analysis of where the industry is, and where it needs to be, like:
There really are two distinctly separate problems inherent if you want to maximize backlist sales in the digital age. One is the one they are tackling: to get the foundational metadata — the book descriptions and their placement in the information chain — solid so that the titles are called up in response to the searches suggesting a possible customer for them. The other is to build a mechanism to observe the news and social graph each day and to identify the titles that can benefit from new developments. And then, of course, to couple the two in order to optimize a given title or series for the most appropriate semantics to drive both discoverability and conversion in different environments. SEO, yes. But really nuanced and real-time SEO which accounts for fundamental changes in how all the engines work and subtle differences inherent in each. We have our ideas about that engine (and have developed a proposal to address it) but, for now, like that publisher, let’s just worry about the first challenge: getting the backlist metadata foundations right.