Conferences & Publications
aap/PSP
The Professional/Scholarly Publishing (PSP) Division of the Association of American Publishers
Books Committee Presents…
The Basics of E-Marketing
Friday, July 25th, 2008
9:00am-3:00pm
AAP Offices
71 Fifth Avenue, 2nd Floor (@ 15th Street)
New York, NY 10003-3004
If you have 3-7 years experience with professional, scholarly, and academic publishing this course will provide you with an understanding of the e-Marketing process. This seminar will cover the following topic areas and answer the following questions:
E-marketing the Big Picture: Introduction and Overview
Jeanniey Mullen, Zinio.com
What is e-marketing and how is it different from conventional marketing? What are the challenges and opportunities associated with e-marketing? What to consider when developing an e-marketing program? How can e-marketing be integrated with conventional marketing to build synergy?Why e-marketing is ideal for professional and scholarly markets? What are basic tools of e-marketing and what you’ll need to get started?
The Website: Creating an Effective Website
Alexandra Blondel, McGraw-Hill
Can customers find it? Is the navigation intuitive and easy to use? Is your website visually appealing and is content professionally and accurately presented? Does your website support the branding your products? How to make it easy for your customers to conduct online transactions? Are you measuring results and keeping track of your customers? Driving traffic to your website and optimizing search engines.
E-Mail: Getting the Most Out of It
Jeanne Jennings, JeanneJennings.com
Is your email marketing as successful as you want it to be? Jeanne will provide practical tips to help you: Grow your list * Develop an effective strategy * Utilize different types of email messages * Increase your open, click-through and conversion rates * Engage readers and motivate them to action * Optimize your templates for readability * Determine your send frequency * Comply with CAN-SPAM regulations and industry best practices.
Creating Online Buzz and Working with Communities of Interest
Fauzia Burke, FSB Associates
Blogs: How to pitch to blogs? How to write for blogs? Online Press Release: When and how to send? Newsgroups & Mail List: What are newsgroups and mail lists? How can you disseminate product info through these networks? User Groups: How to find and work with user groups? Making friends on social networking sites. Maximizing author websites.
E-Marketing Materials as Sales Collateral: A Case Study
George Scotti, Springer
How do you motivate your sales reps to sell your list with e-materials?How do you ensure accounts and customers are comfortable buying from e-materials? How do you convey the merits of your products with e-catalogs? Is it possible to create an interactive online catalog?A marketing director will share the trials, tribulations, and benefits of producing e-materials.