At an ALPSP North America seminar last October, Digital Publishing Analyst Ted Freeman (Atypon Systems) made a presentation entitled "Marketing Online in Scholarly Publishing." The emphasis was on how publishers can use their content websites to market their publications. Here are some of his ideas:
- Develop a triggering event that will begin a workflow (such as an individual downloads more than 10 articles from Journal A).
- Create the offer and message, such as “Due to your interest in A, you may be interested in Journal B, which you can now purchase for $Y.”
- Associate the offer with an incentive for acting quickly. For example, a 10% discount would apply if purchased within the next 30 days.
- Allow the content platform to execute the workflow automatically.
- Trigger: User activates conference trial access to Journal A.
- Message: See ad designed for conference attendees.
- Offer: After 6 weeks user gets discounted offer for a one-year subscription to A.
- Discount: Extra $15 discount if purchased within the next 30 days.
A similar concept can be applied for marketing directly to libraries. In this case, show the librarians the usage that their patrons are making of the content. For example:
- Trigger: Patrons are denied more than 100 articles from A.
- Message: Because of these denials, consider subscribing to A.
- Offer: Purchase a one-year subscription to A for $&.
- Discount: Special price of $250 if purchased before MM/DD/YYYY.
In summary, use the technology of your content platform to leverage users and market content. Ted can be contacted at email@example.com.