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Peter CollinsworthWith technology being as advanced as it is, it is surprising that book marketing strategies are continuously falling short of their potential. These limitations of book marketing are even more evident when compared against a variety of other industries. No one is more aware of this concept than publishing entrepreneur, Peter Collingridge. Collingridge delivered a speech to the If Book Then conference in Milan that got the minds of marketers everywhere second guessing their current strategies.

Collingridge criticizes current marketing techniques for being outdated and too reliant on, “PR and big-budget poster campaigns.” Little advancement has been made throughout the years on book marketing, causing people to rely on these obsolete tactics. However, little is known about the true impacts of these marketing strategies, and their success rates among audiences. With so much money being invested in these strategies, it seems ironic that we are unaware of their results.

One way Collingridge proposes to change this industry is to become more reliant on data and empirical information, rather than gut feelings. However, until recently, this type of data has not been available. To bridge this gap, Collingridge has proposed a new type of program called Bookseer.

Bookseer is a digital marketing intelligence service for publishers that will simplify and progress marketing strategies. This program collects data on the success of a book based on its rankings on a multitude on websites. Bookseer then translates this data into a current up-to-date evaluation. One of the benefits of Bookseer is that it is constantly being updated and relies on present statistics, which allows publishers to track the success of the book throughout the various marketing stages.

These predictions have held up through various case studies and have proven to be a truly remarkable modernization. This program will allow publishers to see what tactics work best, and which ones do not, so that they can refine future strategies to maximize profit.
However, this is only the beginning. Collingridge said, “The new market calls for investment in new skills and tools.” It is possible that once more data becomes available, and people acquire these skills, algorithms can be created to predict the success of books that have yet to even be published.

This new technology and advancement in the industry will forever change the way publishers approach marketing. By allowing them to critically view their current strategies and to tailor them to increase sales, marketing strategies will be more successful now than ever before. For more information on Bookseer and Peter Collingridge follow him on Twitter at @gunzalis #bookseer or contact me. at scottlorenz@westwindcos.com

Source: Book marketing analytics and a new marketing approach for publishers | Enhanced Editions. (2012, February 2). Enhanced Editions. Retrieved March 18, 2012, from http://www.enhanced-editions.com/blog/2012/02/book-promotion-analytics-and- a-new-marketing-approach-for-publishers/