As with most things there’s no need to speculate – just ask Google that question and you’ll find numerous quizzes happy to walk you through to let you know where you stand. I was pleased to be named Chief Marketing Officer by t-shirt company Printsome after taking their quiz, which among other questions asked me to choose between a picture of a pencil, a pair of work boots and a pile of money.
Being loyal to the publishing industry, I chose the pencil, of course. How this helped them decide to elevate me to the top of their company, I have no idea, but in some ways it reinforced how I often feel when trying to put a fine point on the vagaries of marketing, which is both a science and an art.
There are a lot of cold hard facts in marketing – and our increasing ability to analyze customer data as it relates to buying timing, frequency, influences and incentives – is causing a sea change in how we think about our relationship with customers and prospects.
At the same time, consumers are becoming both more demanding about the kind of engagement they want and increasingly fatigued at being pitched products and services morning to night.
In a particularly surprising statement in January, Steve Howard, IKEA’s head of sustainability announced at a live business forum hosted by The Guardian that “if we look on a global basis, in the west we have probably hit peak stuff. We talk about peak oil. I’d say we’ve hit peak red meat, peak sugar, peak stuff….”
If so, convincing consumers they need what we’re selling will be very difficult. The key questions to consider are: What will capture a prospective customer’s attention? What will make my book or brand stand out from its competition? And, what will foster and sustain brand loyalty (which can be to a book, character, series, author/illustrator, or publisher) over time? Behavioral targeting, using analytics, computer tracking, browsing and search history, to create profiles of consumers is the preferred route for those who have access to enough data.
But there are other important ways you can focus as a marketer. List service company, IDG, makes four other common distinctions:
Multichannel Master -someone who looks to many channels to engage with customers – you may well be doing this by engaging in social media, going to schools and events to speak, networking at conferences, and publishing news about your books and outreach
Madison Avenue Creative -a marketer who focuses on brand building – this is particularly important when promoting a series, when engaging with a YA audience and when you intend to focus on a particular genre or niche market
SoMoLo Marketers -the focus here is on social, mobile and local market outreach – this will have a lot to do with the age and inclination of your target audience, both in terms of how best to engage and what platforms are most effective
Old School Direct Marketers -this is where engagement is more traditional – and, typically, more labor intensive because it involves direct meet and greet and one-to-one selling. It is most beneficial when significant sales volume may result – so would make sense when trying to find licensing or special sales opportunities.
Effective marketing depends on your particular circumstances and will likely evolve over time. It’s also important to evaluate your strengths, weaknesses and the resources you have to draw from to help you determine where to put your emphasis – and when to get help.
Ask yourself: Which of the IDG types do I find most appealing? What are my competitors doing? Is my publisher particularly strong in one area, and how can I best supplement what they’re doing? What is my audience likely to be most receptive to? What are the costs both in time and money of pursuing a particular direction? And what tools and resources are available to help me engage with my audience? Know that it’s okay to start with a narrow focus at first, and then expand gradually as you have working mechanisms in place.
The point is to recognize that customer engagement is a long-term proposition and the objective is to gain more traction and better knowledge of your customers with each book or product. Not that each has to reach the same audience or achieve the same sales results, but your sophistication as a marketer and your ability to recognize and adapt to market changes should grow over time.