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360° MARKETING FOR
CONTENT BUYERS
Presented by David Shumaker Clinical Associate Professor
Catholic University of AmericaDecember 9, 2015
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What’s the role of marketing in the content
buying process?
Content buying is a generic term for any purchase or licensing function / process
Many librarians might say that marketing comes after the purchase and implementation
D. Shumaker MLTW December 9, 2015
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Thesis
Marketing pervades the content buying cycle – all 360°
Librarians need to keep marketing principles in the foreground through each step
D. Shumaker MLTW December 9, 2015
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The Licensing CycleDo your homework• Monitor community needs• Monitor the marketplace
Place the contract• Test• Negotiate
Implement• Technical• Promote and
train
Evaluate
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D. Shumaker MLTW December 9, 2015 5
What Is Marketing?
The American Marketing Association defines marketing as “an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”
--Kotler & Lee, p. 38(emphasis added)
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The Marketing Chain
D. Shumaker MLTW December 9, 2015
Mission/Vision/Strategy
Research & understanding
Product development
Positioning
Pricing
PlacementPromotion
BrandingPolitics Relationships
EVALUATION
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D. Shumaker MLTW December 9, 2015 7
Step 1: Do your homework
Marketing principles:
[Align with agency] mission / vision / strategy
Research and Understanding Know your audience Understand the marketplace
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D. Shumaker MLTW December 9, 2015 8
Step 2: Place the contractMarketing principles:
Product development
Placement
Pricing
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D. Shumaker MLTW December 9, 2015 9
Step 3: Implement
Marketing principles:
Branding
Positioning
Promotion
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D. Shumaker MLTW December 9, 2015 10
A Special Insert about Promotion
State your objectives
Plan your promotional strategy
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D. Shumaker MLTW December 9, 2015 11
Promotion Planning
Message
Audience
Medium Timing Location
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D. Shumaker MLTW December 9, 2015 12
Step 4: Evaluate
Marketing principles: Evaluation
Activity / Outputs Outcomes Impacts
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D. Shumaker MLTW December 9, 2015 13
… And last but not least
Marketing principles: Politics Relationships
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Community
LibrariansSources
The Net-Centric Librarian*
*See Bauwens, M. (1993, April) The Emergence of the ‘cybrarian’: a new organisational model for corporate libraries. Business Information Review, 9:4, p. 65-67.
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Conclusion
Do your homework• Monitor community needs• Monitor the marketplace
Place the contract• Test• Negotiate
Implement• Technical• Promote and
train
Evaluate
Take a systematic marketing approach
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D. Shumaker MLTW December 9, 2015 16
ResourcesKotler, Philip & Nancy Lee. (2007) Marketing in the Public Sector.
Upper Saddle River, NJ: Pearson Education / Wharton School Publishing.
Andreasen, Alan R. & Philip Kotler. (2003) Strategic Marketing for Nonprofit Organizations. Upper Saddle River, NJ: Prentice-Hall.
Beckwith, Harry. (1997) Selling the Invisible: A Field Guide to Modern Marketing. New York: Warner Books.
Heath, Chip & Dan Heath. (2007) Made to Stick: Why Some Ideas Survive and Others Die. New York: Random House.
Ries, Al & Jack Trout. (2001) Positioning: The Battle for Your Mind. Twentieth Anniversary Edition. New York: McGraw-Hill.