Rethinking Marketing and Discoverability for Today

‘Digital publishing is publishing’ and the news this week from Bowker that online sales have reached 44% of total sales should not come as a shock to anyone. The question is what are we doing to exploit this, the rise in digital titles and sales and other cultural changes? We hear lots of talk about who is the retailer, publishers going direct and of course digital, but how are we planning up to service this? Finding and valuing anything on an every increasing virtual shelf is becoming harder, when in fact it should be easier?

Search and discovery in a digital era is very different to that we experienced in the physical only world and yet many appear to be trying to serve up the same basic information and to be crossing their fingers that one shoe will fit all – it won’t. Look at music and how services such as Shazam, Spotify, YouTube, digital online radio and social networks are redefining how we find, sample and enjoy music. 

The Onix XML standard was a milestone for common description of metadata and its construct and promotion was long overdue, but although it was built on some great work done in the music industry by the likes of Muze, it was built primarily on the back of the EDI market and XML standards which were aimed at a physical product market and servicing established B2B supply chain channels. As with many industry standards some would suggest that it often played to the lowest common denominator and rather than expanding the vision and usage of contextual material it confined it to the established B2B service model. It continues to service the online retailers but does it do enough or just enough? Does it really work in a world of self-service where the consumer wants to define their own discovery approach? Does it work when the content is digital and itself can become the metadata to describe itself?

We would suggest three observations towards a different way to view Context and in doing so service Content better.

   

Book in hand

Years ago the major wholesalers created their ‘book in hand’ processes which captured and validated the information about the book as the first copies were handled in the warehouse. The key to this was the fact that the book itself was the best authoritative source of the information. They still needed basic information on which to pre order the title prior to publication, but as many know, the title, jacket and other detail was often subject to change.

We have seen various ‘search inside’, or online samples of the book which are in the main driven by the distributor/wholesalers and online retailers. With the exception of certain sectors it was driven at the discretion of the publisher by the retailer and digital distributors.

Search Inside could be the new book in hand environment, which now can not only service the intermediary, but can also now service the consumer. All that is required is a digital file – the digital rendition itself, the rest is down to technology. So we all can have a book in hand and this can change how we create, develop, control, market, promote and offers a new and different context opportunity.

Contextual rights may be a term we have just created and some would say they already exist today as rights, but it makes sense to recognise them. The could create a leveller playing field and rules in which both intermediaries and consumers are able to fully exploit the digital content for digital content purposes within a standard framework.

When the likes of Amazon started to scan jackets some would have suggested it wasn’t strictly allowed but years later who would suggest that today? Using the full content to provide authority and context is plain logical. A better framework could enhance the discoverability of works and help remove those embarrassing search inside and often meaningless ‘surprise me’ and blank pages.

Far too often we have retained the physical book process and merely tipped the end product into a digital container. This approach was sensible yesterday but could be viewed as very naïve tomorrow.

Word of Mouth

Goodreads and others have demonstrated that many wish to read what others recommend.

The word of mouth recommendation has prevailed throughout history. However with the emergence of social networking it has exploded and we now can see where our ‘friends’ are, what they are reading right now and their views on it and recommendations. It’s like being given the keys to not only their lifestyle, movement but also their library. The challenge isn’t the people we actually know but those who are merely ‘friends by some association’.

Many have long treated the ‘independent review’ with some scepticism. After all, when the reviewer is actually also offering the book for sale, it makes one question how independent they are. Newspapers today sell the books they review and the question must be as to which the driver is and whether the reviews are the reviews independent or mere adverts. We once did a business survey on Home Depot and loved those wiring boards that looked like they were created by the local electrician, but discovered that they were in fact giant POS boards produced centrally. We also loved those little hand written book recommendation cards in some chains, but the sceptic questioned whether these were paid for space, or genuine. We would have loved to see if the same books got the same reviews, or were reviewed in other stores of the same chain. We are also all aware of the numerous claims over false reviews made by interested parties on online service.

Reviews and recommendations are often only as good as the last one and you still need to validate that it is what you actually want.

Looking at the same house through different windows

Today it can be difficult to determine who needs what information and we still build system silos to service only one aspect of the business. Search and discovery has gone beyond the basic bibliographic and metadata information that serviced the B2B market. The market now needs more information in order to sell both physical and digital into the channels and to the consumer.

The virtual bookshelf has given us the challenge of finding needles in digital haystacks.

Digital content can be viewed many ways by many different people. The reader may wish to see the first chapter of a novel. The academic the index and table of contents of a monograph. The teacher or student a selection of pages. Even the bookstore, school or library may wish to see what they are buying. It is just marketing material that can be easily drawn from the same digital content. It’s like looking at a house through different windows and seeing different aspects of the same house.

This leads us onto the catalogue which is just a collection of works which have been compiled together for presentation or commercial offer. There is no difference to the concept of sampling and marketing merely an extension. The reward for thinking this way is that you can see what everyone looks at, or ignores, or even if it have been viewed at all! It can itself drive sales, adoptions and marketing and promotional programmes.

This starts to again beg the question as to whether the same material can serve both B2B and B2C?

It also starts to suggest that the content itself can become the richest source of context to help the marketing and promotion of works and the search and discovery of them not just post publication but across the total lifecycle.

Finding Digital Needles In Digital Haystacks

Remember those dark days before ONIX standards, search inside the jacket, or even picture of the jacket?

Contextual data , or as it in know, Metadata, is produced to help consumers find the book, validate it and also to promote it. When the physical bookshelf was the only option, then we relied heavily on the touchie, feely approach and the promotional sell was to the bookshop. After all,'if it isn’t on the shelf you can’t sell it' and bookstores often have finite shelf space at all levels. Then came the internet and it wasn’t so much about getting it on the shelf, but making it visible amongst the hundreds of thousand others. The onus shifted from supplying the retailer with basic information to supplying the consumer with rich information.  Now we are entering a new phase where the book starts to promote itself and it only the consumer that counts.

The new industry metadata standard (ONIX), has helped define the basic metadata and also its adoption across the supply chain. It served the intermediary world well , but is it enough in a consumer only world where titles are effectively on consignment and don’t have to be sold to the retailer? 

Many will argue that standards and agreed data structures are a must and without them books will just be lost in the new virtual space. Others will counter saying that they all too often act as a straight jacket and are still supply chain focused and not consumer orientated. Somewhere in between lies the reality, the challenge and the opportunity.

One of the greatest constraints the standards give us is on genre classification. We appear to have created the standard ‘tree, branch, twig’ hierarchical approach to genre classification. This was great when you had one book and only had one slot in a bookstore to display it, but is it really as relevant in a virtual bookstore with infinite shelf space where the book can sit in literally thousands of relevant slots? Is it relevant when digital content itself can define in which genres it belongs? Is it relevant to the consumer who is constantly finding and redefining genre and can’t wait for the standards bodies to endorse the name? After all, by the time new vocabulary is defined in the authoritative dictionaries, it already has been widely adopted and used.

So we now have a truly ‘mixed’ economy comprising, physical books sold through physical stores, physical books sold through digital stores and digital books sold through digital stores. Should the same construct serve all three channels, or should the physical model act as a loose base, but we adopt more appropriate and consumer facing methods for the digital world?

Amazon Kindle only allows two ‘dry’ classifications and seven keywords, Kobo is more tolerant and PubIt is only just about to finally go international.

Are genres truly hierarchical or now lateral? Are keywords now more important than the headline genre? Do we find ‘books like’ through sales or more sophisticated means? Do we enable keywords to be excluded as well as included? How do we express multiple demographic appeal? How do we rate relevance? How do we rate or harness genuine reviews? How do we use the content itself to define its appeal? Do new books always come before older ones?

We don’t have the answers, but we do realise that today’s cumbersome expressions are frustratingly restrictive and far from being engaging and in some cases relevant. They provide a base in the digital world, but sadly not much else.

Today, finding a new unknown title in these silos, is like finding a digital needle in a giant digital haystack.

eMarketing Thoughts: 2 What is a widget?

Is it a book sampler, a look inside the jacket, a look before you buy? We have seen many widgets of all shapes and sizes. Some were very impressive giving you the real book experience with turning pages in duplex views and full colour, others crude scanned pages that in some cases weren’t even scanned straight! Some merely followed instructions and on displaying the first 10 pages even showed us the blank ones! Amazon gave us a ‘surprise me’ option which was often a poor surprise as it displayed a totally meaningless page and was not even a smart move. Others could only be managed by the publisher so were limited in their application to resellers. Although the reseller could with dexterity change certain fields like the buy now button resolution, each publisher did it differently!

We would suggest that the widget is just a container - nothing more and nothing less. When one starts to look at it this way one avoids the trap of it being a one-dimensional vehicle to merely sample a few pages. It is a marketing box which can offer as little or as much as appropriate, it can become the new tip sheet or advance information sheet, a door to more information, a collector of comments, requests the reps suitcase and much more.

We must remember that eMarketing isn’t about selling digital content but about selling all content; digital, physical, audio, rights and combinations of.
We must also remember that the material never leaves the repository - it is merely viewed and when viewed the information is current and real time.

The widget offers competitive advantage today which is sustainable.

We would suggest that the widget is the base entry point into the world of eMarketing. By itself it is not the answer, but part of the answer in this exciting new engagement with the market.

Enhancing touch and feel on the internet?

Today we read and drew a deep breath on the Ars Technica article ‘Oprah and her book club latest target of patent trolls’ by John Timmer.

The article refers to a US patent Patent number: 7111252 "Enhancing touch and feel on the Internet," which is being reportedly used to sue Oprah claiming that it has been violated by her book club.

The patent in question starts by describing the ability to provide a three-dimensional representation of an item from multiple perspectives on the internet and goes on to specifically describe an online book reading capability. Search, Look, Browse, or Whatever Inside, all fall squarely within the sights of this patent. Although first filed in 2000 and not issued until 2006 it’s hard to see how this could be granted years after many book and magazine sampling offers had been implemented and were widely available over the Internet.

Illionis Computer Research and the patent holder Scott Harris has apparently already sued and settled with Google and now is obviously eying up the next case.

If the patent as it appears is genuine and is applied as documented, we may now all now have to ask how our book page samplers work?

Google's Digital Book Jigsaw

First we had Amazon’s Search Inside, then the explosion of widgets in every shape, colour and format. Now we have the mobile phone application. Being able to search discover and qualify, or ‘browse before you buy’ is clearly here. So where is it going and who are the potential winners and the also ran’s? As with any venture, who pays and what is the return on the investment? Finally, are we now seeing the blurring of digital content and digital context (the metadata that helps you qualify and value content)?

Google has announced an Android search tool called the Barcode Scanner that recognises through the phone’s camera a book's barcode. According to Jeff Breidenbach, Engineer, Google Book Search, "it will automatically zoom, focus and scan the ISBN - without you even needing to click the shutter...You'll then have the option to search the full text of the book on Google Book Search right away"

There are limitations on the bar codes being post the mid 90s and of course the books being in Google Book Search. But then what? Some would argue that you already have the book in your hand so why do you need Book Search? Others may point out that the next question is that of price and availability and although you may have it in your hand would you transfer the sale to someone else if it where cheaper and delivered to your home? Some say that it provides additional digital services to explore external links, reviews, and perform keyword searches.

The arguments are immaterial, what is important is that the technology to link a mobile camera application, a bar code and Google Book Search is now a given. Why Google developed it and what they intend to do with it is subjective, the fact is they have.

Will there now be an iPhone, Blackberry or Symbian follower and will they link to Google or some other repository? It’s almost certain. Is it an application for librarys, retailers or consumers, remains unclear. The questions to ask are what can be achieved through this mobile linkage, where is the value and its potential within the Google world.

Publishers Weekly report that Borders has also stepped into the Google contexural world and have enabled Google Preview on their site. Borders joins Books-A-Million and the Blackwell Bookshop in using the service. The enhanced version of the Preview software enables the retailer to offer Google Preview to books they stock and that are within Google whilst effectively locking them into the retailer’s site. The interesting aside is that the majority of retailers promote non stocked inventory, so this feature could potentially obviate the publisher’s own widgets and also those supplied by others such as wholesalers.

If we step back and look at the various pieces of the Google Book World jigsaw we see many that could easy fit together and offer not just a solution that covers digital content but digital context and digital rights. Interesting times!

What’s in Your Widget?

We have seen the emergence of the mighty widget - the ‘live’ jacket that with a single click, opens up the book for the buyer to briefly evaluate and qualify for purchase. Whether its called Search Inside, Browse Inside, View Inside, Look Inside, they all work fundamentally the same and offer that enriched customer experience. They bring much of that bookstore ‘touch, smell and feel’ to the online world.

Today’s widgets offer limited pages views, text search, linking, table of contents, customisable ‘buy now’ resolution and the ability to copy and distribute the widget. So is that the end of the story or the beginning of a new one?

Today we can see the availability of more supplemental information that could be used by retailers, librarians, consumers etc. So can the widget be extended from being content into a container that holds content, context and even rights? Imagine clicking on a jacket and having the option to hear the author via a podcast or see them via a video, read authoritative review, link to other titles. The interesting thing again is that widgets may be dispersed to the four corners of the Internet but they are rendered dynamically from a single source. That model enables the publisher to update information as it changes and maintain its currency over its life cycle.

Imagine a world where all we pass between us is a widget, a jacket image, a persistent resolvable URL. It makes you think about the waste, the duplication and the lack of consistency that happens today.