SSP: June 7, 2007

SAGE’s Online Marketing Strategies and Plans

Sandra HoppsSenior Journals Marketing Manager

SAGE Publications

SSP: June 7, 2007

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

● World’s 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

Increased Usage IncreasedIncreased citationscitations

Higher SubmissionsHigher Submissions HealthierHealthier JournalsJournals

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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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Discoverability:library integration

● Library ERM software– A-Z lists– Link resolvers/servers

● Federated searching● Collaboration: libraries, publishers, 3rd party vendors

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Discoverability:optimizing search results

● Keyword analysis● Google’s Library Links● Indexing: Google Scholar, Google, Yahoo, MSN,

etc. (GYM)● A&I

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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?