SAGEs Online Marketing Strategies and Plans

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SAGEs Online Marketing Strategies and Plans

• Sandra Hopps
• Senior Journals Marketing Manager
• SAGE Publications

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Overview

• About SAGE
• Why is usage important?
• What is SAGE doing to increase usage?
• Discoverability
• Marketing Mix
• Usage driving features/promoting content
• Technology Enabled Marketing
• Marketing Plan

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About SAGE

• Worlds largest independent academic publisher
• Over 700 employees worldwide
• Over 460 journals
• Over 600 Books published/year
• New eReference platform

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Why is usage important

• Cost per article downloaded
• Renewal and purchasing decisions
• ISI ranking and Impact Factor

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What is SAGE doing toincrease usage?

• Discoverability
• Library Integration
• Optimizing Search Results
• Marketing Mix
• Technology Enabled Marketing

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Discoverabilitylibrary integration

• Library ERM software
• A-Z lists
• Link resolvers/servers
• Federated searching
• Collaboration libraries, publishers, 3rd party
  vendors

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Discoverabilityoptimizing search results

• Keyword analysis
• Googles Library Links
• Indexing Google Scholar, Google, Yahoo, MSN,
  etc. (GYM)
• AI

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Channels for promotingonline content

• Email
• Direct mail
• Advertising
• Conferences
• Sales
• Customer Service
• Publicity
• Web (corporate web site, journal homepages,
• and blogs)

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SAGE Journals Online
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Usage driving features

• PDA downloading
• Inter-journal reference linking
• Email a friend option
• RSS feeds
• Social Networking
• Podcasting

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Usage driving features

• Banner ads
• Top articles
• Journal Email Alerts
• Free sample issues
• Free content (articles, issues, trials, access)

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Promoting content online
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Promoting content through email
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Promoting content through direct mail
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Promoting the AAPSS Blog
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Increased customer expectations
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Technology Enabled Marketing

• Relevant messaging
• Trigger-based, automated marketing
• Building dialogue and trusted partnerships
• Engagement based on customer preferences

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Comprehensive online marketing plan

• Is it time for one?
• What should its components be?
• Costs?
• Results?