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Marketing and media professionals share their insights on latest trends and innovations in book promotion from Tuesday's Publishing Perspectives Reaching Readers conference. During the first half of Publishing Perspectives’ “Reaching Readers Conference” on Tuesday, panelists posed challenging questions against the backdrop of even more challenging statistics: Last year, $170 billion was spent on direct marketing and only a fraction of that reached potential readers; and only 7% of “word of mouth” marketing, arguably the most effective means of message spreading, happens online. What are marketers supposed to do? Different morning panelists struggled to differentiate between the efficacy of traditional marketing campaign environments and their counterpoint, the crowded digital landscapes that are soaking up their precious resources....