We all have a great deal of resources at our disposal most of the time, we look things up on our tablets and phones immediately, and are able to retrieve information on almost any topic at any time, almost anywhere. We’ve never been so connected globally. As a marketer, I’m intrigued and excited by engaging with this global community; working in global online product marketing, I’m keen to embrace new technologies and digital resources so we can fulfill our aim to disseminate content to everyone and anyone who wants and needs it. I think about digital resources a lot, mulling over the best way to use new technologies to tell people that these resources exist, reflect on how I can best show people what they can do, and ponder what they have to offer students, academics, and professionals. (You just haven’t lived the full life of a marketer until you wake up thinking of how to best run a digital advertising campaign.)
This is because I work in the online product marketing department at Oxford University Press and am responsible for the marketing of several online products, including Oxford Scholarship Online and University Press Scholarship Online.
I started my OUP life in the medicine marketing department. It was here that I learnt about how to market a list of books. And not just any old books, but ones that help save lives. I learnt about how to pick out the key features and benefits in order to draw the reader into what the essence of the book is about, I learnt about what makes a good book-jacket design, how to produce creative and engaging material to tell our audience about these books. I traveled abroad to all sorts of conferences to show doctors, nurses, and psychiatrists directly the academic content we had to offer.
In the almost four years I’ve worked at OUP a not insignificant shift has taken place towards an online environment, as more and more people begin their research online (who doesn’t start everything with a Google search?), connect with colleagues and peers through social media, and increasingly use online resources in their teaching to be able to reach students across the globe. As a result of this shift more and more of our books were placed onto various online resources (in medicine this largely took the form of Oxford Medicine Online) and as marketers we relish rolling with the changes, adapting, embracing, and championing this new way of providing content to people.
It was a big shift and involved a change in the way we thought about our lists and marketing. But the skills and aims at the heart of what we do remained the same: how can we best engage with you, our audience?
This has led to our ways of working continually changing with this shift to digital (and this is true of all marketing departments and companies everywhere). We are now able to reach and interact with a global audience through our digital campaigns, no longer having to solely rely on printing and mailing thousands of leaflets without knowing if anyone ever read them. We now tweet, post on Facebook and Tumblr, create podcasts, videos, write blog posts, and encourage authors, contributors, librarians (the wonderfully named Tumblrians spring to mind) to join our communities and get involved. The way we relate to our audience has changed; there is an increased desire for a dialogue between publishers and users of our content. We want to talk and listen to our community — we are closer to people than we’ve ever been before. In this brave new world people can tell you what they think in hardly any time at all via a Facebook post or tweet — a scary, but exciting prospect.
As for what the future holds for marketing, I think the communities that continue to grow and evolve are vital. It is the people who use and value what we make who are going to be sharing, commenting, contributing, and making us better.
I can’t wait to see how we’ll be communicating in another ten years’ time!