Perspectives

A seismic shift has taken place in scholarly publishing, putting authors forefront of marketing efforts. This is not just a shift in messaging. Marketing to authors requires new tools, techniques, and expertise. Publishers that are able to make this transition more rapidly are gaining a competitive advantage over those that move slower.  

At the heart of all successful organizations is a well-planned and executed marketing strategy. While successful marketing strategies incorporate some tried-and-true practices and marketing disciplines, increasingly, they rely on understanding and harnessing marketing technology.

The optimal marketing structure is a critical component of a successful marketing function. It is also an intensely debated topic. The structural debate is often framed as a binary choice between a centralized structure and a decentralized structure. Since both centralized and decentralized structures have compelling advantages and notable drawbacks, organizations feel as if they are faced with an impossible choice. Fortunately, there is another, and much better, way forward.

Marketing Technology (MarTech) is transforming how organizations market, optimize customer and user experience, and leverage data and analytics. With over 8,000 tools, the technology landscape is complex and MarTech projects are notoriously hard. Succesful marketing technology adoption requires discipline and a focused strategic approach. This article presents a framework for successful marketing technology adoption.

Marketing, as a discipline, has been undergoing profound change, and organizations that understand and embrace modern marketing have a substantial competitive advantage. In this post, Colleen Scollans, head of Clarke & Esposito’s Marketing & Digital Transformation Practice shares her eleven top tips for modern marketing design.

Marketing, at the best of times is hard, and in a time of crises, it can feel near impossible. But market we must. Colleagues depend on marketing to develop programs to bring in revenue, which keeps people employed and enables the mission of scholarly and professional publishing to move forward. Customers depend on marketing to stay informed. A handful of simple but powerful strategies can make the difference between striking the right note and a #marketingfail.