Managing disruption: Online book marketing in a volatile age

The book publishing industry is no stranger to disruption: from shifting formats and distribution channels to changing revenue models and publishing pathways, change might be better defined as an inevitable, immutable truth. However, online marketing is one facet of the business that seems to change faster than fashion. As quickly as social media channels gain dominance, they lose influence. Promotions, whether conducted internally, or through media outlets and multinational online platforms, are only as effective as the audiences they can reach consistently — and those audiences “age out” faster than ever. In this engaging session from Ariel Hudnall, Managing Director of Serif, marketers at every end of the book supply chain will learn best practices for this deeply volatile time in online marketing: from social media, influencer marketing, and advertising, to mailing lists, websites, and even contesting.