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Marketing Mastery in 2025: Current & Emerging Trends for Impact
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Marketing Mastery in 2025: Current & Emerging Trends for Impact
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Language: EN.
Segment:0 .
Hello, everyone. As folks start to file in, we invite you to answer the question up there on the slide. By scanning the QR code or clicking the link in the chat and we'll be starting up in a few minutes.
Thank you, everyone, to joining us today. We're going to give another minute for some people to file in. And while we're waiting, we invite you to answer the question on the slide there by scanning the QR code or clicking the link in the chat. And we'll be starting up in a minute. We've got some great words coming in.
Expansive I like that one. Chaotic data driven. Fun that's nice to see. All right. It is 1101, so I will get things started. Please continue to add your words to the board using the QR code or the link in the chat, but I will get things started.
Well, first of all, Hello, everyone, and welcome. Thank you so much for joining us today. I am Rebecca Michaels, Walker, a very proud member of the SSP Education committee and a former SSP fellow. I'm also the content marketing specialist at Canadian science publishing, Canada's largest not for profit scientific publisher. And we are very, very happy to have you here today. To start things off, I will hand things over to my colleague Shirley to do run through some housekeeping items for us.
Hi, everybody. Just a quick welcome again, Thank you for joining. We're really excited. We've had the largest number of people interested in this webinar of all the webinars this year. So we're really excited to have you here. Our webinar is marketing mastery in 2025 current and emerging trends for impacts. We do want to give a big shout out to our sponsors.
Access innovation. Openathens Silverchair. We couldn't do these webinars without them and we're grateful for their support. I'm Shirley Decker. Lucky I'm the managing director at SSR and a member of the SSP Education Committee. I did want to run through a few marketing or sorry, housekeeping items.
You as an attendee have your microphone automatically muted. Please use the Q&A feature in Zoom to enter questions with the moderator and panelists. I'll be managing that. You can also use the chat features to communicate directly with other participants and organizers. And just remember to select everyone. If you want everyone to see your chat closed. Captions have been enabled.
If you don't see the CeCe icon on your toolbar, you can view captions by selecting the More option on your screen and choosing Show Captions in the dropdown menu. This is a one hour session. It will be recorded and available to all registrants and you'll get an email afterwards with the information about that. Quick note about our code of conduct. We are committed to diversity, equity, and providing an inclusive meeting environment that fosters open dialogue and free expression of ideas, free of harassment, discrimination, and hostile conduct.
So we ask all participants whether speaking or in chat, to consider and debate relevant viewpoints in an orderly, respectful and fair manner. And I'll hand it back to Rebecca. Thank you so much, Shirley. And Thank you all again for joining us. I know we are meeting during one of the busiest times of the year for scholarly marketers.
Many of you, including our panelists, are coming from the Frankfurt book fair, where you may have begun to have conversations about some of the issues that we're going to be tackling today. It's also that time when board reports are due. Conferences need support, journals, and books are launching sales, campaigns are kicking off. And then, of course, we're deep into planning for 2025 and we're doing all of this while working with type budgets, tight timelines and low capacity, all the usual struggles of a marketing position.
And then on top of that, the marketing landscape is evolving and fast platforms and strategies that were once reliable may not be performing the way they used to. Social media is increasingly fragmented and there's a constant barrage of new platforms, technologies, tools and expectations. And then there's the looming question of AI, which is even more complicated in a scholarly setting.
It can feel like we're always playing catch up. But today. Our hope is that you leave this webinar feeling more in control. This session is designed to give you practical, actionable tools based on real life examples. Publishers are committed to producing scholarly work with integrity and impact, and as marketers, we aim to create campaigns that reflect those values. My hope is that today's conversation leaves you feeling proud of your efforts and equipped with advice to make 2025 an outstanding year.
Whether you're a global publisher or a small not for profit press. I am thrilled to be joined by three very accomplished panelists, true powerhouses of the scholarly marketing world. Their impressive career span a range of experiences from society presses to consulting for international publishers. And today they are here to share those experiences with us.
While I introduce our panelists, we would love to know more about you, our audience. We will be launching a few poll questions to get a sense of your background and what you're hoping to learn from today's discussion. So those should be popping up on your screens now. I will tell you a little bit about our wonderful panelists today.
First, we have Hannah Baldwin, Director of marketing success at the international bunch, who brings over 25 years of strategic marketing experience, particularly in digital and scientific publishing. She's worked in-house for organizations like ProQuest, Cambridge University Press and the Royal Society of chemistry. She co-chairs Alps marketing connected special interest group and serves as a trainer, mentor and committee member for Alps and CRM.
Next, we have Anne stone, marketing consultant at Stone strategic marketing services and works with publishers, associations and technology solutions providers to develop and launch strategic marketing programs, products and campaigns. She's an active volunteer with SSP and for workplace equity survey and serves on the board of learned publishing. Finally, we have Patty Kurtz, an accomplished marketing leader with extensive experience in publishing digital innovation and technology.
She's led transformative initiatives in organizations, including Health Affairs, Project MUSE at Johns Hopkins University press and Clark and Esposito. Patty advises publishers on technology, user experience and data driven strategies to drive real business results. For today's session, we will begin with a brief presentation from each panelist to give us some insight into the incredible work that they are doing. We'll then move into a panel discussion, followed by a Q&A with you, our audience.
Feel free to drop your questions for the panelists into the Zoom Q&A box at any time, and we'll address them a little bit later on. So thank you for sharing your information in our little poll here. It looks like that we have quite a lot of people from the sort of mid to larger sized companies with 43% of respondents in the sort of 10 to 100 employees category.
And it looks like we have quite a lot of diversity in our presses, with most of us working at society presses some from an independent non-profit press and some publishing service providers as well. That's fantastic. Thank you all for sharing. And we hope and we think that this session will be really impactful for all of you.
With that, I guess we can head into our first panelist. Hannah, would you like to start things off. Yeah, happy to. Could I have the first slide, please. Something's gone horribly wrong with my Zoom, so I can't share the slides. So please excuse that. And Thank you so much for having me to speak. It's a really timely presentation for everybody.
There's a lot going on in marketing. There's a lot going on in the research ecosystem. I do feel slightly guilty because I'm actually on holiday at the moment, so feeling a bit removed and a bit relaxed. But Thank you to the SSP for providing this forum because I think marketing is often underrepresented and it's really important that we have these sessions and the title of this session.
If we could move on to slide two, please, is about trends for impact. And I think it's really important that we take a step back for a second and just think about what we mean by impact and acknowledge that thinking about impact and identifying what we mean by impact is not always easy. And for me, marketing plays a really critical role in the impact of scholarly publishing.
We're there to enhance visibility, engagement and dissemination of research, but acknowledging our impact can be challenging for a number of reasons. The challenges can stem from the unique nature of academic publishing. We are. The research ecosystem is a very unique environment to operate in. It's quite complex to measure non-traditional success metrics.
And also there's a perceived difficulty in linking marketing to measures such as submissions and citations. And in my experience, there's also sometimes a resistance to viewing marketing as integral to publishing success. So as we go through this session, I think just bear in mind what we mean by impact. And next slide, please.
Thank you. I've only got a couple of minutes, so I've tried to pick out what I think are the biggest trends and offer some solutions and approaches and suggestions. From my perspective and in the context of scholarly publishing, resourcing challenges is significant, both in terms of capacity and financial limitations. Marketers, obviously you will all know this you face tight budgets and you've got to the expectation is that you will achieve more with decreasing resources and across an increasingly complex array of products and customers.
We serve a huge number of audiences and customers. And a survey that we did at the international bunch recently highlighted that many marketers feel very stretched, very undervalued and very underinvested in and leaving little time to perform their roles very effectively and developing new skills. And that makes me really sad because for me, marketing is absolutely fundamental to business success and outcomes. So solutions there could include focusing on cost efficient digital marketing methods like social media, email content marketing, leveraging analytics tools to track Roi.
Think about partnering with academic institutions for joint campaigns, which can also help split costs and build relationships at the same time. And you've also got to try and carve out time for strategic thinking, creativity, and make sure that you celebrate successes that's often underrepresented and forgotten about, but also invest in ongoing skills development through formal and informal learning.
And I know some of my panelists are going to talk about some of those incoming trends around AI. For example, focus on the author. Experience is really critical. It always has been critical, but it seems to be more critical than ever. And this is from reaching and attracting them in often very niche markets through the submission and publication stages and also through to post publication.
A lot of authors were all authors expect visibility for their work, but resources won't accommodate promotion for everything. So make sure that you understand your customers and you use your personas segment well through use of good data analytics and implement personalized marketing as much as possible. Additionally, offering things like author tool kits with promotional assets and templates press releases will help authors promote their own work.
You can encourage authors to use their own networks as well and help them in order to do that. Create post publication content like podcasts, videos, webinars featuring those authors, and that can further amplify researchers visibility industry disruptors. We talk about these a lot. Open access has been around forever, but it is a disruptor. Now Preprints AI driven discovery.
They're transforming how research is published and consumed, and marketing teams now have to balance promoting traditional publishing models with embracing innovative channels and an ever changing landscape. And I can offer content creation support for marketing campaigns. Jones can help with automated outreach and personalized customer journeys, which can free marketing and editorial teams to focus on strategy and creativity.
Discoverability is a big, significant challenge. There's thousands and thousands of articles being published every day, and standing out in that sea of content can be difficult. So make sure that you're using SEO to make content more discoverable, where you can invest in digital platforms to increase visibility, making sure that your content reaches a global audience and build relationships with your customers. Again, back to those personas and the journey mapping to enhance your Journal's presence and accessibility terms of data.
It's overwhelming, the amount of data that we have at the moment, but we often lack the systems tools and sometimes the specialist knowledge in order to be able to convert it into actionable insight. There are advanced analytics tools that can transform that raw data into clear, actionable insights. And you can use AI powered platforms to identify trends and try thinking about recruiting data analysts, specialists where possible, or training in those skills if you can.
And to inform decision making need to prioritize key metrics as well. You can't measure everything, but you need to develop a framework that aligns with organizational goals, focus on metrics like conversions and revenue growth, and use campaign tracking systems to tie your marketing efforts to your outcomes business outcomes like submissions and like citations. And it's really important as well that you demonstrate Roi in business terms and not just marketing metrics that will bring your organization on board, but also help you show real impact.
And finally, I just wanted to touch on integrity. It's really hard to design and implement marketing strategies that are impactful, but also align with the expectations of our community. So looking to create value driven marketing strategies that focus on the. Attribution of our research to the field rather than just promotional tactics. And think about centering your academic marketing around thought leadership, educational content and insights into cutting edge research.
So prioritize transparency in your messaging and your claims. Showcase the value of things like peer review and robust editorial processes. Align your marketing with institutional and ethical standards, including diversity, equality, and inclusion, and also think about storytelling based on evidence. Highlight your author's research, impact things like the UN SDGs. A lot of organizations have signed up for the publisher's compact, and these are really important stories to be able to tell and also collaborate with your customers, particularly your.
Is Some Hi, everybody.
It seems like we're having some problems with audio. Can you drop on the chat if you are hearing audio. I don't know if this is an issue with Hannah or all of us. So it looks like we've lost Hannah. I'm Rebecca. Do you want to just pick up. I'm back. Sorry So sorry.
I don't know what happened there. It just kicked me out again, which is very strange. So I was just. Just summing up. Can you hear me. Yes Yeah, I hear you. And I think really, just to sum up, just make sure that you really know and understand your customer. So that you can engage with them better and stand out from the crowd.
Don't be afraid to collaborate, to experiment and to innovate, but also make sure to take time to think so that you can assess how everything's going learn and adapt. So much exciting stuff. Embrace it. Don't be frightened of it, and don't let anybody tell you that AI is a threat. It's actually for me, it's an opportunity and try and prioritize and measure in a way that resonates with the business and that shows how amazing the work that you do as marketers really is and how it's enabling impacts and outcomes.
That's me. Thank you so much. What a perfect start to our discussion today. You've given us a really wonderful overview of the challenges that marketers are facing, which is really reflected in how we're all feeling, as well as the opportunities to overcome those challenges or even embrace them. That thought ties in very well, I think, with our next speaker, Patty, who will be talking to us a bit about content for content focused audience first marketing.
Patti the floor is all yours. Perfect Thank you. Yeah so I'm going to run through my slides a little bit. I have a mixture of just some thoughts at large about marketing and then some tools that you might be able to use along the way. Let's see if it works. OK, great. So one of the things I would say is like, why listen to me, I just joined publishing in 2020, so I'm fairly new.
However, I've been in the professional world for much longer, so I come at publishing with almost like a commercial background and with a strong focus on performance marketing. So any good marketing is going to deliver the results that you need for your organization and bring in that money. So I'm going to be showing you some examples of some applied learning that we can do as well as marketing at large.
OK So from my point of view, every great marketing strategy starts with deeply understanding. Your audience and your audience is likely changing over time and you have more than one audience. I do go into different organizations to help them with digital transformation and with marketing, among other things. I'm not just a marketer that's maybe like 10% of what I do.
But I often hear people say they know their audience, and then when I start asking them questions about how well they know their audience, it becomes clear to me that they might know their audience, but they don't know it a ton, and they haven't shared that widely across the entire organization. So there's a few different exercises that you can do to help with that. But I believe that it's important to identify every core audience your reader, your institution, your funder, your partner.
They all have different pain points, different reasons for engaging with your brand. Because of that, they all need different messages and they also need different channels on which you reach them. A really important note that I always tell people in working with them is that your audience does not consume content while only being in that audience. So, for example, as a marketing or publishing consultant, when I'm on social media, I might be looking at social media with that hat on, but I'm also looking at it as a mom or a friend or someone that likes sports.
So when you also think about your audience and where they are, think just beyond. This is a librarian. They will be on these websites, they will be on multiple sites. So it's important to outline that. And then again, starting to think about content for your audience. So because of my background in performance marketing, I believe that probably any and all content that you have can be used for marketing in some way, shape, or form.
It's about how you package it and present the content who you're speaking to and why. So think about what gaps you're trying to fill, what pain points you're trying to address, how you will use your content to create unique value for your audience, which is arguably more important now than ever because you're looking for that valuable interaction with your audience. And more importantly, how can you make your brand a bit more personal.
Because people buy into brands and experiences, not just tools and references, which is commonly what we give some of our users. So if you help your audience solve a problem and quickly, they will be more likely to remember you for it. And Additionally, one of the things I get really excited about is figuring out how to diversify our revenue models within this industry.
Publishers can no longer rely on traditional text and the use of podcasts, interactive content videos, in-person events. They all drive user engagement and attract younger, more digital savvy audience. So we need to constantly be thinking about how to do that. Again, I get really excited about things like AI powered content creation and AI is something that we talk about a lot.
SSP conference this year was just peppered with AI everywhere, and that's because it's really important. And when you use it in the right way, it can be absolutely incredible to help you repackage content, figure out what's the most important content and allow for rapid innovation without exhausting resources. And I also think it's important to try and test new things. But again, this one slide could be an entire presentation in and of itself.
I think most importantly is for most of the brands or organizations, however you refer to yourself within publishing, you are the one that has the domain and category authority. So when we'll talk about AI at large and how that's impacting things like search, you are still the reputable organization that can talk about the topic that you own, so figure out how to use that to your advantage instead of giving your content away or I giving it away, having it taken.
Again, we could talk about this for a long time in terms of measurement at the top two should probably always stay the same, but this is a very simple measurement framework that is really helpful to have an entire organization aligned with it. Again, this is not just marketing roles, but this should be applicable to the entire organization. So that you're all moving towards the same North Star. Marketers should focus on the KPIs that are most important for their organization, which varies widely by organization.
It can also vary by department, by department. But what you're looking for is the single most conversion point for your department or for your business as this changes within the KPIs and the metrics over time. But your vision and goals should probably stay the same for years at a time. And was also asked to comment on the changing value of performance metrics.
And this one is, again, controversial. The industry here has a lot of thoughts on this. But we know that now users will get what they need in some instances from a featured snippet. So in the search results, the search results versus going to your site for a site visit. So that means that the value of a site visit is going to change. I still think it's valuable if the user gets that information with your site sourced as it's mentioned in the featured snippet, email's also changing.
Before we cared a lot. We still care a lot about opens and clickthroughs. But again, to me I also think the impressions are deliveries are just as important. And that's because of the nature of consuming content quickly. So think about the subject line is what would you put in a tweet assuming that or on X assuming that somebody would not actually open it, you can still have impact and that can still be a touchpoint.
Social is not going away. To me, it's hygiene as much as it is a way to engage. But social is also not going to go away because it influences your ranking from an SEO point of view. And it has more value today than it did 10 years ago. But again, with thinking about featured snippet versus site visit, I also think that brand awareness is important, but especially for top of the funnel activity, you want to be able to show that you are a trusted content source.
I'm a fan of Google. A lot of their products, a lot of the way that they run their business and they have their core ethos is, number one, focus on the user and all else will follow. So if we think about that same idea, focus on your audience, the person you're trying to connect with the most and all else will follow. Everything else will kind of fall into place.
It also helps me to understand or justify why Google makes the decisions that they do sometimes. An eye is something I'm incredibly excited about. I use it every single day. I think it's going to change our landscape in terms of discoverability and make content easier to find if we do it right. This is beyond SEO and metadata and more about just general discoverability of content to improve our targeting, to help with content creation and evolution, and to help us unlock this treasure trove of innovation and content.
I'll go quickly on the last two just with I. Don't go too far, buddy. With I it's great work smarter, not harder. So use tools that you are skilled at using also a mix of ones that you want to learn how to use and ones that don't break the bank unless you're an organization that has budgets to use other tools. And also when you're looking at which tools to use, make sure that you compare them in relation to one another.
So lastly, the key takeaway is that marketing can drive innovation and we should have a seat at the table. I don't consider anyone here just a marketer. You should always invest in content focused roles more so than ever. Focus on the audience for strategy. Evolve your measurement framework and work smarter, not harder. Thank you.
Thank you so much, Patty. That was absolutely wonderful. And I really love the fact that you brought up the idea of alternative revenue sources, especially for many of us on the call, who are at smaller or medium sized organizations, not for profit presses. That's something that perhaps is underutilized and something to spend a little bit more time thinking about as we move into 2025.
You also briefly touched on the real opportunities and challenges of AI, and I think our next speaker, Anne, is going to explore that a little bit further. And on to you. OK none of the examples in my presentation are work with clients. I just wanted to say. So there's no conflicts.
But I wanted to share that I is coming at us fast. I wish I had a tandem skydiving instructor attached to my back with 1,000 dives under their belt already, but we're hurtling towards more change, and I'm going to try to parachute us safely into a landing zone for discussion around your 2025 marketing goals. OK So what.
Sorry what I try to do is get some insights from outside of the scholarly publishing world. So I follow a lot of different resources. One of which is the new to me is Marketing Institute. And they've done a state of play market research report since 2021. And so when they recently reported on this year's survey results, they could provide some directional shifts for your takeaway.
Today, most marketing teams need education and training work to be done on building awareness, and understanding is also needed, and 43% still need a strategy for AI in their marketing. So consider yourself in good company if that's where you're at, but do get on board. I'd also call out that in this survey results, only 33% had a fear or mistrust of AI among their population, probably because they had a predisposition for joining.
But our audiences may differ. So here are several resources that I find really helpful in just keeping track of I trust insights is a founded by a person named Christopher Penn, who's been a thought leader on marketing and specifically AI lately. And then also at orbit media studios, there's a person named Andy Christina. Both of them were speakers at Mac con, and also Andy gave a presentation about how he's very go to hands on person.
So he gave a intro tutorial on how to marry up your email service provider data with for analytics using ChatGPT. And his big message is don't make efficiency with AI. The big win marketing is about effectiveness. Efficiently doing more of what is ineffective is a fail right and Hubspot's video YouTube channel for their inbound meeting has some things to offer. And the keynote keynote or for the CEO of inbound of HubSpot said that this year is going to be the year of agents.
So forget about LLMs. That'll be our history for this year. Joking we still have to figure that. Next so plan plan on making some use cases for your marketing goals that use AI and define the metrics that you want to use to celebrate quick wins and successes. So Thinking about some of your goals for next year.
Maybe you want to try to engage early career researchers. It's time to consider your video content. YouTube is the top digital platform for Gen Z, and generally it's also the best advertising platform for targeting, according to eMarketer research. So if you've got to take a look at your YouTube presence as a search engine because YouTube is. One of the strongest search engines. And maybe you've experimented with pre-roll ads or that's a new concept for you.
I'm always seeing Grammarly ads, and I ask the question, why are there so many Grammarly ads. And I'm not the only one who was wondering, because that search phrase popped right up with a nice little snippet saying that Grammarly is so effective because they tell good stories. They demonstrate how the service benefits people and have a clear call to action. Of course, Google is the owner of YouTube, so no surprise there talking about how effective they are.
So keep it real with looking into market research in our own sector. Ithaca SNR has just recently published two reports and there's an article in learned publisher about actors attitudes towards AI. So YouTube, hey, social influencers. I don't if you're thinking really YouTube influencers and skull coms. I'll just say it's happening.
Maybe there are people out there that are already shifting publicity and marketing spend to influencers like Dr. Stapleton here. He has traction in three months. Just one of his videos generated more views than his subscriber base. Unfortunately, it's about sci-hub pitching an influencer strategy at your organization may be a step too far out of your comfort zone, but this is a great place to start and think about targeting and pre-roll ads to reach perhaps about peer review training, education on AI in scholarly publishing.
So OK, now you're thinking, how am I going to come up with video content for pre-roll ads. Don't have budgets like Grammarly. Well, maybe you want to pilot an AI content creation tool. Guess what. Your authors and editors are already thinking about it too. I've heard from colleagues that people are editors are coming to them saying, can we do our graphical abstracts using synthesia?
Well, does that fit into the policy of your organization that you're going to give that content into a third party platform. But leave that aside for a moment. Translate your existing. Here's some use cases for these different platforms you could use. Translate existing video assets that are performing well into other languages.
Consider how video content could be embedded to submission workflows for short reviews of policies. Publishing ethics along the lines synthesize customer service use case. Small but mighty publishers are also experimenting. My friend Liz Allen and annual reviews just used notebook to repurpose an article as a conversation. So it's very listenable to voice narrative of the content in the article now because it's content.
Annual reviews. She had no problem with licensing, but she did have the author listen to the recording and approve the use case. So free fall over. Now I'm launching the parachute to put a pause and think about research ethics policies, brand, and messaging. This recently published there was a recently published article about proposed research guidelines for the ethical use of AI, and it highlighted several considerations, including a table that identified the ethical norms and behaviors of researchers and the research enterprise.
So I unscientifically weighted these norms based on how frequently they appeared in the table. So if we're trying to create transparency and ethical practices for the use of AI and we require those of our authors, do we want to have AI avatars, reading abstracts. If you have a medical journal and that avatar is dressed in a lab coat, could that be misrepresenting the author. And then there's the question of whether content is Fed into these platforms, is used for training purposes but not licensed to them.
So there's a lot to tie-in here. And if you also are an organization that has social responsibility campaigns, you may feel a need to align your messaging about the responsible use of AI and your sustainable development goals. Since the carbon footprint of AI is now stimulating investment in nuclear energy. I am sorry to jump in here.
I just wanted to let you know that you've got about a minute. OK luckily, you all can have the slides later. I will fly through and jump to. Obviously, the product launches are going to come fast and furious with AI and so plan into your schedule and your plans for this year coming that you need space to respond rapidly to the market and think ahead to 20 peer review week 2025 and what you can plan for, what you might want to share about that.
The other. The other thing is just spontaneous compliance is about as common as spontaneous combustion. That's going to be my new theme as we roll out policies which are going to have to evolve, we're going to need a lot of education and training. So think about an overarching campaign plan to communicate about AI within your organization internally and externally.
Finally, the LMO is the next CEO CEO. I mean, so it's not rolling off my tongue just yet, but the world has changed. We've already seen it with how Google is returning results in search. It's becoming less and less effective. So now we need to look and see where are the researchers going to use lmos to decide where are they going to.
Where are they going to submit their next paper. So how are you feeding these lmos with the information you want those researchers to have. Finally, I've got nine ideas I just ran through at a pace. Here they are for your consideration to put into the marketing plan. And I will.
Thank you so much, Anne. And I'm sorry for keeping us to time. I just want to make sure we have time to get to everyone's questions. I see that there's a lot happening in the chat there. Thank you so much, Hannah and Anne Patty, for sharing your insights and experiences with us. And it's really exciting to hear from a group who seem to be really working on that edge between evidence based strategies founded on strong experience and forward looking, innovative ideas that really push us ahead.
And I know everyone here is eager to hear more about your perspectives. To start off our quick little discussion today, I'd like to explore a topic that is always on everyone's mind and probably keeping several of us awake at night. Industry trends. Marketing is, as you all have mentioned, evolving very rapidly, and it can be really challenging to stay on top of the latest developments while also trying to figure out what is here to stay.
So to start with, I'd like to hear your thoughts on this question. Which current or emerging trends are, having the greatest impact on your work right now. And importantly, do you think that they'll still be relevant at the end of 2025 or even the end of 2026, 2027? Any of you are free to start. Hannah maybe. Maybe you have some thoughts.
Yeah I mean, I think one of the things that we haven't touched on so far is the theme of collaboration and consolidation that's happening across the industry. Huge amounts of that going on at the moment. And I think we've got colleagues from Silverchair on the call. Obviously they announced their acquisition of scholar one this week, which is really exciting. Some amazing stuff there around values led messaging and community focus and really putting the customer at the heart.
And that's complex because there's a number of customers. I think we're seeing other collaboration and consolidation initiatives. The greater Brill is another one, and they launched their new branding last week at Frankfurt, which is really innovative, really exciting and huge. There's a huge amount going on there. And another initiative that comes to mind again at Frankfurt was the siop and IP.
And they were they're not combining or anything, but they are working together on their purpose led publishing initiative, which is really exciting and really engaging and again, very customer focused. But also there will be efficiencies and cost benefits from collaborating with a similar audience. So I think that's something to keep an eye on and I don't see that going away at all. If anything, I think that will pick up pace.
That's fantastic and a very good point. And I like that you bring up collaboration because I. I think it's a shame that we sort of as marketers don't often have the opportunity to come together and share our ideas, which is part of why I was so excited to be able to have this panel. Patty or Ann, how about you. What are your thoughts on the trends that are shaping your work the most.
Well, I'm still thinking about research integrity. So last year that was the eye of this year, right. But with the intersection of AI and the research enterprise, we need to just continue to focus on that and not let that fall behind in terms of our transparency, integrity and the intersection with how we're using AI and what we're expecting. So I think that's going to I think that's a very important intersection for the coming year.
Yeah and I see, yeah, I see this industry continuing to have to figure out how to innovate and quickly, particularly from a revenue point of view. I know that often we get stuck in process and perfection because this industry has been so focused on high quality, where I'm of the belief that I always believe in the 80-20 rule. And that's what I talk about my presentations.
It needs to be 80% good enough and not put your brand at risk for to try something. So in terms of day to day as marketers, we're being asked to do more and more of everything. So I think as we learn to use these tools and define processes that make us work faster, that's where we're going to succeed and where other organizations are going to succeed. So in terms of testing all of this, I think that the trend will follow.
More commercial organizations to test, learn quickly, fail fast. All of those buzzwords that you like hearing to figure out what works best for your organization, because it's not going to be the same thing for every organization. That's a fantastic point. And it leads into another idea, which I wanted to talk about as a group, because if you are going to experiment and fail fast, you need to know when you're succeeding.
And tracking success in scholarly marketing is complex. We're often trying to measure non-traditional metrics that aren't easily attributable. Whether it's submissions or citations or usage. So I'd be curious to know whether the KPIs that you're measuring now are the same as they were last year or a few years ago, or whether perhaps you're measuring them in New ways now. Yeah, I will.
I can talk about a specific example from my time in one of my previous roles where we were launching a theme issue on a specific topic that we hadn't talked about before and what we did. What was different is we created landing pages that targeted those keywords six to nine months out so that we could start to develop the SEO equity on those keywords and then set up all of the tracking required. So that you could see before launch when it launched and then what happened afterwards.
I love SEO. I think it's amazing because it's your evergreen gold dust and so when you make it work, it works well. But being able to do that showed how the marketing plan helped, helped the editorial team and all their work saw. But we had to start it before, during and after, whereas we hadn't the organization hadn't done that before. And I think to build on that, it's really important despite whatever it is you're tracking, and it will be different depending on different kinds of organizations.
It's just important to understand it and to have everybody on board so that you're working to the same metrics. And some of the biggest challenges that I faced working in-house is making that connection. So often I've been in conversations. What are your marketing metrics. Well, what are your business objectives. Well, that doesn't matter.
You just have your own marketing metrics. No, no, no. And so just building those relationships so that you're all working together towards the same goal, whether it's usage defining what you mean by usage, it will be different for every organization. And that's OK as long as you're in the same place and that you're aiming in the same direction. And I think the only way to do that is through clear communication and good relationships.
And then you'll be fine. I just add to that time and resources. I feel so often in my consulting roles, I make sure that we're planning in reporting whether that's going to be a year later or three months or every campaign. The resources that we have are reporting just always gets we got to get around to that. And it's critical.
So creating that awareness within your organizations and creating the infrastructure and accountability across the teams to support that is really important. Yeah, I absolutely agree. And I know we've got some questions in the chat and in the Q&A and we will get to that in just two minutes. I just wanted to ask one last question based on the idea of time and time management, because you've given us so many incredible ideas to take back to our teams through your presentations.
And I know that many of us are on smaller teams, maybe working on tight, tight budgets or with perhaps not full teams. And there's just there are so many things within a marketing role that are time sensitive and put a stress on our capacity and endless flow of new products, whether they're books, journals or articles and so many concerned stakeholders. I curious with all the usual stresses of a marketing role plus so many new tools and platforms, how do you choose what to spend your time on or how do you rank your priorities.
Hannah I think this was perhaps something you're passionate about. Yeah, I think be realistic. You can't do everything and you shouldn't do everything. I think you need to. Absolutely again, coming back to those relationships, what's going to deliver the biggest value with a buffer of being able to try some of this stuff.
If you know that, Anne and Patty have talked a lot about some of the new things that are coming in. You've got to have time to try that, but also make time for sessions like this or through other mentoring opportunities or apps or whatever it is, and liaise with marketers across other organizations because they'll be able to help you to be able to focus in. But I think for me it's definitely about those relationships.
It's about being recognizing what you can and can't do, but also where you've got skills gaps. And don't be afraid to say, I don't know how to do that. Can somebody help me and just make sure that you're allocating resource in the places that's going to genuinely deliver the most impact for the business that you need and for your customers. Yeah, I tend to. Thank Patti of the past for the work that she's done to make Patti of today work better.
So I'm going to use an example, even for social and email. Again, as part of digital transformation, one of the things I find is that people spend a lot of time creating assets for social media where as you should do a 10,000 foot view of what are the templates that you need. You need a quote asset, you need a stat asset, you need an infographic asset, you need a book cover asset. I don't what it is, but figure out what those assets are and create a suite of templates within Canva that look and feel like your brand.
But you can change the color. You can change like just the little things that make you work faster. And the same with email. Like create those templates that match what you have on social so that you're not that when it comes to doing social, it takes two hours instead of two days. I would also say that spend two to four hours a day on you. Make sure you're checking, sign in to all of your reporting platforms every single day, please, for the love of God, look at all of your different tools and then carve out some time for innovation and figure out when you work best with innovation.
I hit I tap out at 3:00 or 4:00 in the afternoon and I start to my mind can't work. So that's when I put all of my mindless tasks. But so figuring that out. So that when you work better, I think is really helpful. That's fantastic. And do you have any advice before we move on to the Q&A. I'll just echo what Hanna and Patty said, finding the time, building out that time management structure.
And also, I think one thing as leaders within teams and organizations, we need to inspire each other and draw on the skills and strengths of everybody on your team. So giving it not just the responsibility of one person. And also, I will say we in living in comms, like we as marketers need to be skilled up for the future across any sector. So like Patty's career has taken her many different places.
Be like Patty, be ready to go many places. That's wonderful. Thank you so much. And the perfect time, I think, to tune to our audience Q&A. I think we have some excellent questions. Surely I you're monitoring there. Do you want to share the first question with us. Yeah, and think it's interesting.
A lot of these questions are quite specific. So that's great. People are trying to think about what they've learned from you and how they can apply it in specific ways. One question from Erica is for Hannah. Can you go into detail about business, ROIs versus marketing, ROIs that marketers can measure and use. I think for me, it's about understanding what your business outcomes are.
Is it about revenue growth. And be specific. can't just be we want we want more money, we want more subscriptions, we want more transformative agreements. It needs to be very specific. We need to grow our subscription revenue by 20% from India, for example. And then you can align your marketing objectives around that.
Where is that going to come from. Are you responsible for generating new leads. How many new leads do you need in order to convert that into subscriptions. And, I've been in many conversations where people say, well, it's fine because all leads convert. Well, of course they don't. Is it 5% 10% It's got to be quality. You can generate numbers.
So I think for me, it's about being very specific about what the business outcomes needed are and then how marketing contributes to that through leads, citations, usage, whatever it might be, which will then be made up of a number of tactics and how successful they are. And that's about understanding your audience and how people engage with your content through social, through email, through web.
Where are those people coming from. And how does that add up and having access to that data and Patty says, check that every day. Be on top of that, know what's coming from and you know. Don't be afraid to challenge your business stakeholders as well and push back. Great Thank you. Another question came from meenu and was seconded by Caitlin. Should journals have their own social media account apart from the organization or society's social media account.
Or should it be a unified social media account where we promote both society and journal content together. What are your thoughts. I would love to jump on this one because I recently did a competitor analysis of a lot of university presses and their social media accounts this year. And good gosh, it is. There is no common result. Like some have 10, some have two, some have one.
My advice is always what's the relationship you're trying to build with your user and how does your user or audience sorry talk like a robot sometimes. How does your audience perceive you as your brand. Are you close the society and the publication. Are you separate. Do you have separate audiences. Are they similar. If you keep them together, does that give you more content to talk about on one channel.
And does it make it easier to build a larger audience. Or do you have something that's so niche that only 100,000 people are going to want to learn about it. And follow it. So it really goes back to who your audience is and what you're trying to show them. I've seen both and they serve different purposes for different reasons x is very much news based. LinkedIn is very much profession based.
So you also need to take that into account. Because if you're trying to just put content out for people to read, that's a different thing than trying to get people to have a two way interaction in terms think. I'm also in two minds about Facebook for our industry. But that's again for another question. And I think just to add to that, from being in a society having these conversations, it's really hard because there's a perception that if you have your own social media account or accounts, you will generate interest and subscriptions and submissions.
Sorry, but actually setting that up and reaching those audiences and getting them to be involved is really hard. It's really hard to build that community from nothing and to stand out. So make sure that you've got your brand story and that you understand the marketing funnel and what you're trying to say throughout it and that you're engaging people in the way that they're going to listen to you.
All right. Thank you. Another question I think might be for Anne. How can I help in targeting specifically. I think another thing we have to remember is the MarTech stack is going to constantly change and evolve. We now have new tools available to us for targeting. So organizations have a customer data platform that allows you to do segmentation and tracking of user behavior.
So I think you have to look at where what goals you have for the different audiences that you're trying to target and then define user journeys that you're going to be directing them to or observing what they do, and then work with some technology providers to help define the solutions to that. Great Thank you.
Lots of great questions. I think that's all we have time for. But Thanks, everybody. Yes Thank you all so much. We'll close things out here, though. I wish we could keep the conversation going. I want to extend my sincerest Thanks to our incredible panelists for sharing their insights and strategies with us today.
Your perspectives on trends, metrics and the future of marketing and scholarly publishing has given us a lot to think about and take back to our teams, to our wonderful audience, to cement the ideas that we've heard today. We'd love to know which idea, strategy or tool you would most like to implement on your team. And Susan will be launching a quick poll for you to reflect on that question.
And while we wrap up, I'd like to Thank my colleague Shirley for managing the Q&A and extend a huge Thank you to Susan for making this webinar possible. Your expertise has been invaluable. And finally, a heartfelt Thank you to all of you, our audience, for joining this conversation and bringing your thoughts and questions and perspectives to the table. I wish you a peaceful end to 2024. I think we all need it and a very successful 2025.
Shirley, would you like to. Yes officially close things out for us. Yeah to just give another shout out to access innovations openathens and Silverchair for sponsoring this also to all of the attendees. Don't forget, now's the time to submit your proposal for the 2025 annual meeting. It's held in Baltimore deadlines November 4, and there's more information on the SSP website and we will be sending a recording around to all of the attendees via email soon.
Thanks, everybody. Yes Thank you. Thank you all for coming. And one last very sincere Thank you to our panelists. Wishing you a very happy rest of the year. Yeah I like this. These are great.
Screenshot this.
All right. Thanks, guys. I'm going to stop share now. Bye Thanks very much. Thank you all once again. You're welcome. Thank you. Bye Thank you.
We can end it. Let's see.
Segment:0 .
Hello, everyone. As folks start to file in, we invite you to answer the question up there on the slide. By scanning the QR code or clicking the link in the chat and we'll be starting up in a few minutes.
Thank you, everyone, to joining us today. We're going to give another minute for some people to file in. And while we're waiting, we invite you to answer the question on the slide there by scanning the QR code or clicking the link in the chat. And we'll be starting up in a minute. We've got some great words coming in.
Expansive I like that one. Chaotic data driven. Fun that's nice to see. All right. It is 1101, so I will get things started. Please continue to add your words to the board using the QR code or the link in the chat, but I will get things started.
Well, first of all, Hello, everyone, and welcome. Thank you so much for joining us today. I am Rebecca Michaels, Walker, a very proud member of the SSP Education committee and a former SSP fellow. I'm also the content marketing specialist at Canadian science publishing, Canada's largest not for profit scientific publisher. And we are very, very happy to have you here today. To start things off, I will hand things over to my colleague Shirley to do run through some housekeeping items for us.
Hi, everybody. Just a quick welcome again, Thank you for joining. We're really excited. We've had the largest number of people interested in this webinar of all the webinars this year. So we're really excited to have you here. Our webinar is marketing mastery in 2025 current and emerging trends for impacts. We do want to give a big shout out to our sponsors.
Access innovation. Openathens Silverchair. We couldn't do these webinars without them and we're grateful for their support. I'm Shirley Decker. Lucky I'm the managing director at SSR and a member of the SSP Education Committee. I did want to run through a few marketing or sorry, housekeeping items.
You as an attendee have your microphone automatically muted. Please use the Q&A feature in Zoom to enter questions with the moderator and panelists. I'll be managing that. You can also use the chat features to communicate directly with other participants and organizers. And just remember to select everyone. If you want everyone to see your chat closed. Captions have been enabled.
If you don't see the CeCe icon on your toolbar, you can view captions by selecting the More option on your screen and choosing Show Captions in the dropdown menu. This is a one hour session. It will be recorded and available to all registrants and you'll get an email afterwards with the information about that. Quick note about our code of conduct. We are committed to diversity, equity, and providing an inclusive meeting environment that fosters open dialogue and free expression of ideas, free of harassment, discrimination, and hostile conduct.
So we ask all participants whether speaking or in chat, to consider and debate relevant viewpoints in an orderly, respectful and fair manner. And I'll hand it back to Rebecca. Thank you so much, Shirley. And Thank you all again for joining us. I know we are meeting during one of the busiest times of the year for scholarly marketers.
Many of you, including our panelists, are coming from the Frankfurt book fair, where you may have begun to have conversations about some of the issues that we're going to be tackling today. It's also that time when board reports are due. Conferences need support, journals, and books are launching sales, campaigns are kicking off. And then, of course, we're deep into planning for 2025 and we're doing all of this while working with type budgets, tight timelines and low capacity, all the usual struggles of a marketing position.
And then on top of that, the marketing landscape is evolving and fast platforms and strategies that were once reliable may not be performing the way they used to. Social media is increasingly fragmented and there's a constant barrage of new platforms, technologies, tools and expectations. And then there's the looming question of AI, which is even more complicated in a scholarly setting.
It can feel like we're always playing catch up. But today. Our hope is that you leave this webinar feeling more in control. This session is designed to give you practical, actionable tools based on real life examples. Publishers are committed to producing scholarly work with integrity and impact, and as marketers, we aim to create campaigns that reflect those values. My hope is that today's conversation leaves you feeling proud of your efforts and equipped with advice to make 2025 an outstanding year.
Whether you're a global publisher or a small not for profit press. I am thrilled to be joined by three very accomplished panelists, true powerhouses of the scholarly marketing world. Their impressive career span a range of experiences from society presses to consulting for international publishers. And today they are here to share those experiences with us.
While I introduce our panelists, we would love to know more about you, our audience. We will be launching a few poll questions to get a sense of your background and what you're hoping to learn from today's discussion. So those should be popping up on your screens now. I will tell you a little bit about our wonderful panelists today.
First, we have Hannah Baldwin, Director of marketing success at the international bunch, who brings over 25 years of strategic marketing experience, particularly in digital and scientific publishing. She's worked in-house for organizations like ProQuest, Cambridge University Press and the Royal Society of chemistry. She co-chairs Alps marketing connected special interest group and serves as a trainer, mentor and committee member for Alps and CRM.
Next, we have Anne stone, marketing consultant at Stone strategic marketing services and works with publishers, associations and technology solutions providers to develop and launch strategic marketing programs, products and campaigns. She's an active volunteer with SSP and for workplace equity survey and serves on the board of learned publishing. Finally, we have Patty Kurtz, an accomplished marketing leader with extensive experience in publishing digital innovation and technology.
She's led transformative initiatives in organizations, including Health Affairs, Project MUSE at Johns Hopkins University press and Clark and Esposito. Patty advises publishers on technology, user experience and data driven strategies to drive real business results. For today's session, we will begin with a brief presentation from each panelist to give us some insight into the incredible work that they are doing. We'll then move into a panel discussion, followed by a Q&A with you, our audience.
Feel free to drop your questions for the panelists into the Zoom Q&A box at any time, and we'll address them a little bit later on. So thank you for sharing your information in our little poll here. It looks like that we have quite a lot of people from the sort of mid to larger sized companies with 43% of respondents in the sort of 10 to 100 employees category.
And it looks like we have quite a lot of diversity in our presses, with most of us working at society presses some from an independent non-profit press and some publishing service providers as well. That's fantastic. Thank you all for sharing. And we hope and we think that this session will be really impactful for all of you.
With that, I guess we can head into our first panelist. Hannah, would you like to start things off. Yeah, happy to. Could I have the first slide, please. Something's gone horribly wrong with my Zoom, so I can't share the slides. So please excuse that. And Thank you so much for having me to speak. It's a really timely presentation for everybody.
There's a lot going on in marketing. There's a lot going on in the research ecosystem. I do feel slightly guilty because I'm actually on holiday at the moment, so feeling a bit removed and a bit relaxed. But Thank you to the SSP for providing this forum because I think marketing is often underrepresented and it's really important that we have these sessions and the title of this session.
If we could move on to slide two, please, is about trends for impact. And I think it's really important that we take a step back for a second and just think about what we mean by impact and acknowledge that thinking about impact and identifying what we mean by impact is not always easy. And for me, marketing plays a really critical role in the impact of scholarly publishing.
We're there to enhance visibility, engagement and dissemination of research, but acknowledging our impact can be challenging for a number of reasons. The challenges can stem from the unique nature of academic publishing. We are. The research ecosystem is a very unique environment to operate in. It's quite complex to measure non-traditional success metrics.
And also there's a perceived difficulty in linking marketing to measures such as submissions and citations. And in my experience, there's also sometimes a resistance to viewing marketing as integral to publishing success. So as we go through this session, I think just bear in mind what we mean by impact. And next slide, please.
Thank you. I've only got a couple of minutes, so I've tried to pick out what I think are the biggest trends and offer some solutions and approaches and suggestions. From my perspective and in the context of scholarly publishing, resourcing challenges is significant, both in terms of capacity and financial limitations. Marketers, obviously you will all know this you face tight budgets and you've got to the expectation is that you will achieve more with decreasing resources and across an increasingly complex array of products and customers.
We serve a huge number of audiences and customers. And a survey that we did at the international bunch recently highlighted that many marketers feel very stretched, very undervalued and very underinvested in and leaving little time to perform their roles very effectively and developing new skills. And that makes me really sad because for me, marketing is absolutely fundamental to business success and outcomes. So solutions there could include focusing on cost efficient digital marketing methods like social media, email content marketing, leveraging analytics tools to track Roi.
Think about partnering with academic institutions for joint campaigns, which can also help split costs and build relationships at the same time. And you've also got to try and carve out time for strategic thinking, creativity, and make sure that you celebrate successes that's often underrepresented and forgotten about, but also invest in ongoing skills development through formal and informal learning.
And I know some of my panelists are going to talk about some of those incoming trends around AI. For example, focus on the author. Experience is really critical. It always has been critical, but it seems to be more critical than ever. And this is from reaching and attracting them in often very niche markets through the submission and publication stages and also through to post publication.
A lot of authors were all authors expect visibility for their work, but resources won't accommodate promotion for everything. So make sure that you understand your customers and you use your personas segment well through use of good data analytics and implement personalized marketing as much as possible. Additionally, offering things like author tool kits with promotional assets and templates press releases will help authors promote their own work.
You can encourage authors to use their own networks as well and help them in order to do that. Create post publication content like podcasts, videos, webinars featuring those authors, and that can further amplify researchers visibility industry disruptors. We talk about these a lot. Open access has been around forever, but it is a disruptor. Now Preprints AI driven discovery.
They're transforming how research is published and consumed, and marketing teams now have to balance promoting traditional publishing models with embracing innovative channels and an ever changing landscape. And I can offer content creation support for marketing campaigns. Jones can help with automated outreach and personalized customer journeys, which can free marketing and editorial teams to focus on strategy and creativity.
Discoverability is a big, significant challenge. There's thousands and thousands of articles being published every day, and standing out in that sea of content can be difficult. So make sure that you're using SEO to make content more discoverable, where you can invest in digital platforms to increase visibility, making sure that your content reaches a global audience and build relationships with your customers. Again, back to those personas and the journey mapping to enhance your Journal's presence and accessibility terms of data.
It's overwhelming, the amount of data that we have at the moment, but we often lack the systems tools and sometimes the specialist knowledge in order to be able to convert it into actionable insight. There are advanced analytics tools that can transform that raw data into clear, actionable insights. And you can use AI powered platforms to identify trends and try thinking about recruiting data analysts, specialists where possible, or training in those skills if you can.
And to inform decision making need to prioritize key metrics as well. You can't measure everything, but you need to develop a framework that aligns with organizational goals, focus on metrics like conversions and revenue growth, and use campaign tracking systems to tie your marketing efforts to your outcomes business outcomes like submissions and like citations. And it's really important as well that you demonstrate Roi in business terms and not just marketing metrics that will bring your organization on board, but also help you show real impact.
And finally, I just wanted to touch on integrity. It's really hard to design and implement marketing strategies that are impactful, but also align with the expectations of our community. So looking to create value driven marketing strategies that focus on the. Attribution of our research to the field rather than just promotional tactics. And think about centering your academic marketing around thought leadership, educational content and insights into cutting edge research.
So prioritize transparency in your messaging and your claims. Showcase the value of things like peer review and robust editorial processes. Align your marketing with institutional and ethical standards, including diversity, equality, and inclusion, and also think about storytelling based on evidence. Highlight your author's research, impact things like the UN SDGs. A lot of organizations have signed up for the publisher's compact, and these are really important stories to be able to tell and also collaborate with your customers, particularly your.
Is Some Hi, everybody.
It seems like we're having some problems with audio. Can you drop on the chat if you are hearing audio. I don't know if this is an issue with Hannah or all of us. So it looks like we've lost Hannah. I'm Rebecca. Do you want to just pick up. I'm back. Sorry So sorry.
I don't know what happened there. It just kicked me out again, which is very strange. So I was just. Just summing up. Can you hear me. Yes Yeah, I hear you. And I think really, just to sum up, just make sure that you really know and understand your customer. So that you can engage with them better and stand out from the crowd.
Don't be afraid to collaborate, to experiment and to innovate, but also make sure to take time to think so that you can assess how everything's going learn and adapt. So much exciting stuff. Embrace it. Don't be frightened of it, and don't let anybody tell you that AI is a threat. It's actually for me, it's an opportunity and try and prioritize and measure in a way that resonates with the business and that shows how amazing the work that you do as marketers really is and how it's enabling impacts and outcomes.
That's me. Thank you so much. What a perfect start to our discussion today. You've given us a really wonderful overview of the challenges that marketers are facing, which is really reflected in how we're all feeling, as well as the opportunities to overcome those challenges or even embrace them. That thought ties in very well, I think, with our next speaker, Patty, who will be talking to us a bit about content for content focused audience first marketing.
Patti the floor is all yours. Perfect Thank you. Yeah so I'm going to run through my slides a little bit. I have a mixture of just some thoughts at large about marketing and then some tools that you might be able to use along the way. Let's see if it works. OK, great. So one of the things I would say is like, why listen to me, I just joined publishing in 2020, so I'm fairly new.
However, I've been in the professional world for much longer, so I come at publishing with almost like a commercial background and with a strong focus on performance marketing. So any good marketing is going to deliver the results that you need for your organization and bring in that money. So I'm going to be showing you some examples of some applied learning that we can do as well as marketing at large.
OK So from my point of view, every great marketing strategy starts with deeply understanding. Your audience and your audience is likely changing over time and you have more than one audience. I do go into different organizations to help them with digital transformation and with marketing, among other things. I'm not just a marketer that's maybe like 10% of what I do.
But I often hear people say they know their audience, and then when I start asking them questions about how well they know their audience, it becomes clear to me that they might know their audience, but they don't know it a ton, and they haven't shared that widely across the entire organization. So there's a few different exercises that you can do to help with that. But I believe that it's important to identify every core audience your reader, your institution, your funder, your partner.
They all have different pain points, different reasons for engaging with your brand. Because of that, they all need different messages and they also need different channels on which you reach them. A really important note that I always tell people in working with them is that your audience does not consume content while only being in that audience. So, for example, as a marketing or publishing consultant, when I'm on social media, I might be looking at social media with that hat on, but I'm also looking at it as a mom or a friend or someone that likes sports.
So when you also think about your audience and where they are, think just beyond. This is a librarian. They will be on these websites, they will be on multiple sites. So it's important to outline that. And then again, starting to think about content for your audience. So because of my background in performance marketing, I believe that probably any and all content that you have can be used for marketing in some way, shape, or form.
It's about how you package it and present the content who you're speaking to and why. So think about what gaps you're trying to fill, what pain points you're trying to address, how you will use your content to create unique value for your audience, which is arguably more important now than ever because you're looking for that valuable interaction with your audience. And more importantly, how can you make your brand a bit more personal.
Because people buy into brands and experiences, not just tools and references, which is commonly what we give some of our users. So if you help your audience solve a problem and quickly, they will be more likely to remember you for it. And Additionally, one of the things I get really excited about is figuring out how to diversify our revenue models within this industry.
Publishers can no longer rely on traditional text and the use of podcasts, interactive content videos, in-person events. They all drive user engagement and attract younger, more digital savvy audience. So we need to constantly be thinking about how to do that. Again, I get really excited about things like AI powered content creation and AI is something that we talk about a lot.
SSP conference this year was just peppered with AI everywhere, and that's because it's really important. And when you use it in the right way, it can be absolutely incredible to help you repackage content, figure out what's the most important content and allow for rapid innovation without exhausting resources. And I also think it's important to try and test new things. But again, this one slide could be an entire presentation in and of itself.
I think most importantly is for most of the brands or organizations, however you refer to yourself within publishing, you are the one that has the domain and category authority. So when we'll talk about AI at large and how that's impacting things like search, you are still the reputable organization that can talk about the topic that you own, so figure out how to use that to your advantage instead of giving your content away or I giving it away, having it taken.
Again, we could talk about this for a long time in terms of measurement at the top two should probably always stay the same, but this is a very simple measurement framework that is really helpful to have an entire organization aligned with it. Again, this is not just marketing roles, but this should be applicable to the entire organization. So that you're all moving towards the same North Star. Marketers should focus on the KPIs that are most important for their organization, which varies widely by organization.
It can also vary by department, by department. But what you're looking for is the single most conversion point for your department or for your business as this changes within the KPIs and the metrics over time. But your vision and goals should probably stay the same for years at a time. And was also asked to comment on the changing value of performance metrics.
And this one is, again, controversial. The industry here has a lot of thoughts on this. But we know that now users will get what they need in some instances from a featured snippet. So in the search results, the search results versus going to your site for a site visit. So that means that the value of a site visit is going to change. I still think it's valuable if the user gets that information with your site sourced as it's mentioned in the featured snippet, email's also changing.
Before we cared a lot. We still care a lot about opens and clickthroughs. But again, to me I also think the impressions are deliveries are just as important. And that's because of the nature of consuming content quickly. So think about the subject line is what would you put in a tweet assuming that or on X assuming that somebody would not actually open it, you can still have impact and that can still be a touchpoint.
Social is not going away. To me, it's hygiene as much as it is a way to engage. But social is also not going to go away because it influences your ranking from an SEO point of view. And it has more value today than it did 10 years ago. But again, with thinking about featured snippet versus site visit, I also think that brand awareness is important, but especially for top of the funnel activity, you want to be able to show that you are a trusted content source.
I'm a fan of Google. A lot of their products, a lot of the way that they run their business and they have their core ethos is, number one, focus on the user and all else will follow. So if we think about that same idea, focus on your audience, the person you're trying to connect with the most and all else will follow. Everything else will kind of fall into place.
It also helps me to understand or justify why Google makes the decisions that they do sometimes. An eye is something I'm incredibly excited about. I use it every single day. I think it's going to change our landscape in terms of discoverability and make content easier to find if we do it right. This is beyond SEO and metadata and more about just general discoverability of content to improve our targeting, to help with content creation and evolution, and to help us unlock this treasure trove of innovation and content.
I'll go quickly on the last two just with I. Don't go too far, buddy. With I it's great work smarter, not harder. So use tools that you are skilled at using also a mix of ones that you want to learn how to use and ones that don't break the bank unless you're an organization that has budgets to use other tools. And also when you're looking at which tools to use, make sure that you compare them in relation to one another.
So lastly, the key takeaway is that marketing can drive innovation and we should have a seat at the table. I don't consider anyone here just a marketer. You should always invest in content focused roles more so than ever. Focus on the audience for strategy. Evolve your measurement framework and work smarter, not harder. Thank you.
Thank you so much, Patty. That was absolutely wonderful. And I really love the fact that you brought up the idea of alternative revenue sources, especially for many of us on the call, who are at smaller or medium sized organizations, not for profit presses. That's something that perhaps is underutilized and something to spend a little bit more time thinking about as we move into 2025.
You also briefly touched on the real opportunities and challenges of AI, and I think our next speaker, Anne, is going to explore that a little bit further. And on to you. OK none of the examples in my presentation are work with clients. I just wanted to say. So there's no conflicts.
But I wanted to share that I is coming at us fast. I wish I had a tandem skydiving instructor attached to my back with 1,000 dives under their belt already, but we're hurtling towards more change, and I'm going to try to parachute us safely into a landing zone for discussion around your 2025 marketing goals. OK So what.
Sorry what I try to do is get some insights from outside of the scholarly publishing world. So I follow a lot of different resources. One of which is the new to me is Marketing Institute. And they've done a state of play market research report since 2021. And so when they recently reported on this year's survey results, they could provide some directional shifts for your takeaway.
Today, most marketing teams need education and training work to be done on building awareness, and understanding is also needed, and 43% still need a strategy for AI in their marketing. So consider yourself in good company if that's where you're at, but do get on board. I'd also call out that in this survey results, only 33% had a fear or mistrust of AI among their population, probably because they had a predisposition for joining.
But our audiences may differ. So here are several resources that I find really helpful in just keeping track of I trust insights is a founded by a person named Christopher Penn, who's been a thought leader on marketing and specifically AI lately. And then also at orbit media studios, there's a person named Andy Christina. Both of them were speakers at Mac con, and also Andy gave a presentation about how he's very go to hands on person.
So he gave a intro tutorial on how to marry up your email service provider data with for analytics using ChatGPT. And his big message is don't make efficiency with AI. The big win marketing is about effectiveness. Efficiently doing more of what is ineffective is a fail right and Hubspot's video YouTube channel for their inbound meeting has some things to offer. And the keynote keynote or for the CEO of inbound of HubSpot said that this year is going to be the year of agents.
So forget about LLMs. That'll be our history for this year. Joking we still have to figure that. Next so plan plan on making some use cases for your marketing goals that use AI and define the metrics that you want to use to celebrate quick wins and successes. So Thinking about some of your goals for next year.
Maybe you want to try to engage early career researchers. It's time to consider your video content. YouTube is the top digital platform for Gen Z, and generally it's also the best advertising platform for targeting, according to eMarketer research. So if you've got to take a look at your YouTube presence as a search engine because YouTube is. One of the strongest search engines. And maybe you've experimented with pre-roll ads or that's a new concept for you.
I'm always seeing Grammarly ads, and I ask the question, why are there so many Grammarly ads. And I'm not the only one who was wondering, because that search phrase popped right up with a nice little snippet saying that Grammarly is so effective because they tell good stories. They demonstrate how the service benefits people and have a clear call to action. Of course, Google is the owner of YouTube, so no surprise there talking about how effective they are.
So keep it real with looking into market research in our own sector. Ithaca SNR has just recently published two reports and there's an article in learned publisher about actors attitudes towards AI. So YouTube, hey, social influencers. I don't if you're thinking really YouTube influencers and skull coms. I'll just say it's happening.
Maybe there are people out there that are already shifting publicity and marketing spend to influencers like Dr. Stapleton here. He has traction in three months. Just one of his videos generated more views than his subscriber base. Unfortunately, it's about sci-hub pitching an influencer strategy at your organization may be a step too far out of your comfort zone, but this is a great place to start and think about targeting and pre-roll ads to reach perhaps about peer review training, education on AI in scholarly publishing.
So OK, now you're thinking, how am I going to come up with video content for pre-roll ads. Don't have budgets like Grammarly. Well, maybe you want to pilot an AI content creation tool. Guess what. Your authors and editors are already thinking about it too. I've heard from colleagues that people are editors are coming to them saying, can we do our graphical abstracts using synthesia?
Well, does that fit into the policy of your organization that you're going to give that content into a third party platform. But leave that aside for a moment. Translate your existing. Here's some use cases for these different platforms you could use. Translate existing video assets that are performing well into other languages.
Consider how video content could be embedded to submission workflows for short reviews of policies. Publishing ethics along the lines synthesize customer service use case. Small but mighty publishers are also experimenting. My friend Liz Allen and annual reviews just used notebook to repurpose an article as a conversation. So it's very listenable to voice narrative of the content in the article now because it's content.
Annual reviews. She had no problem with licensing, but she did have the author listen to the recording and approve the use case. So free fall over. Now I'm launching the parachute to put a pause and think about research ethics policies, brand, and messaging. This recently published there was a recently published article about proposed research guidelines for the ethical use of AI, and it highlighted several considerations, including a table that identified the ethical norms and behaviors of researchers and the research enterprise.
So I unscientifically weighted these norms based on how frequently they appeared in the table. So if we're trying to create transparency and ethical practices for the use of AI and we require those of our authors, do we want to have AI avatars, reading abstracts. If you have a medical journal and that avatar is dressed in a lab coat, could that be misrepresenting the author. And then there's the question of whether content is Fed into these platforms, is used for training purposes but not licensed to them.
So there's a lot to tie-in here. And if you also are an organization that has social responsibility campaigns, you may feel a need to align your messaging about the responsible use of AI and your sustainable development goals. Since the carbon footprint of AI is now stimulating investment in nuclear energy. I am sorry to jump in here.
I just wanted to let you know that you've got about a minute. OK luckily, you all can have the slides later. I will fly through and jump to. Obviously, the product launches are going to come fast and furious with AI and so plan into your schedule and your plans for this year coming that you need space to respond rapidly to the market and think ahead to 20 peer review week 2025 and what you can plan for, what you might want to share about that.
The other. The other thing is just spontaneous compliance is about as common as spontaneous combustion. That's going to be my new theme as we roll out policies which are going to have to evolve, we're going to need a lot of education and training. So think about an overarching campaign plan to communicate about AI within your organization internally and externally.
Finally, the LMO is the next CEO CEO. I mean, so it's not rolling off my tongue just yet, but the world has changed. We've already seen it with how Google is returning results in search. It's becoming less and less effective. So now we need to look and see where are the researchers going to use lmos to decide where are they going to.
Where are they going to submit their next paper. So how are you feeding these lmos with the information you want those researchers to have. Finally, I've got nine ideas I just ran through at a pace. Here they are for your consideration to put into the marketing plan. And I will.
Thank you so much, Anne. And I'm sorry for keeping us to time. I just want to make sure we have time to get to everyone's questions. I see that there's a lot happening in the chat there. Thank you so much, Hannah and Anne Patty, for sharing your insights and experiences with us. And it's really exciting to hear from a group who seem to be really working on that edge between evidence based strategies founded on strong experience and forward looking, innovative ideas that really push us ahead.
And I know everyone here is eager to hear more about your perspectives. To start off our quick little discussion today, I'd like to explore a topic that is always on everyone's mind and probably keeping several of us awake at night. Industry trends. Marketing is, as you all have mentioned, evolving very rapidly, and it can be really challenging to stay on top of the latest developments while also trying to figure out what is here to stay.
So to start with, I'd like to hear your thoughts on this question. Which current or emerging trends are, having the greatest impact on your work right now. And importantly, do you think that they'll still be relevant at the end of 2025 or even the end of 2026, 2027? Any of you are free to start. Hannah maybe. Maybe you have some thoughts.
Yeah I mean, I think one of the things that we haven't touched on so far is the theme of collaboration and consolidation that's happening across the industry. Huge amounts of that going on at the moment. And I think we've got colleagues from Silverchair on the call. Obviously they announced their acquisition of scholar one this week, which is really exciting. Some amazing stuff there around values led messaging and community focus and really putting the customer at the heart.
And that's complex because there's a number of customers. I think we're seeing other collaboration and consolidation initiatives. The greater Brill is another one, and they launched their new branding last week at Frankfurt, which is really innovative, really exciting and huge. There's a huge amount going on there. And another initiative that comes to mind again at Frankfurt was the siop and IP.
And they were they're not combining or anything, but they are working together on their purpose led publishing initiative, which is really exciting and really engaging and again, very customer focused. But also there will be efficiencies and cost benefits from collaborating with a similar audience. So I think that's something to keep an eye on and I don't see that going away at all. If anything, I think that will pick up pace.
That's fantastic and a very good point. And I like that you bring up collaboration because I. I think it's a shame that we sort of as marketers don't often have the opportunity to come together and share our ideas, which is part of why I was so excited to be able to have this panel. Patty or Ann, how about you. What are your thoughts on the trends that are shaping your work the most.
Well, I'm still thinking about research integrity. So last year that was the eye of this year, right. But with the intersection of AI and the research enterprise, we need to just continue to focus on that and not let that fall behind in terms of our transparency, integrity and the intersection with how we're using AI and what we're expecting. So I think that's going to I think that's a very important intersection for the coming year.
Yeah and I see, yeah, I see this industry continuing to have to figure out how to innovate and quickly, particularly from a revenue point of view. I know that often we get stuck in process and perfection because this industry has been so focused on high quality, where I'm of the belief that I always believe in the 80-20 rule. And that's what I talk about my presentations.
It needs to be 80% good enough and not put your brand at risk for to try something. So in terms of day to day as marketers, we're being asked to do more and more of everything. So I think as we learn to use these tools and define processes that make us work faster, that's where we're going to succeed and where other organizations are going to succeed. So in terms of testing all of this, I think that the trend will follow.
More commercial organizations to test, learn quickly, fail fast. All of those buzzwords that you like hearing to figure out what works best for your organization, because it's not going to be the same thing for every organization. That's a fantastic point. And it leads into another idea, which I wanted to talk about as a group, because if you are going to experiment and fail fast, you need to know when you're succeeding.
And tracking success in scholarly marketing is complex. We're often trying to measure non-traditional metrics that aren't easily attributable. Whether it's submissions or citations or usage. So I'd be curious to know whether the KPIs that you're measuring now are the same as they were last year or a few years ago, or whether perhaps you're measuring them in New ways now. Yeah, I will.
I can talk about a specific example from my time in one of my previous roles where we were launching a theme issue on a specific topic that we hadn't talked about before and what we did. What was different is we created landing pages that targeted those keywords six to nine months out so that we could start to develop the SEO equity on those keywords and then set up all of the tracking required. So that you could see before launch when it launched and then what happened afterwards.
I love SEO. I think it's amazing because it's your evergreen gold dust and so when you make it work, it works well. But being able to do that showed how the marketing plan helped, helped the editorial team and all their work saw. But we had to start it before, during and after, whereas we hadn't the organization hadn't done that before. And I think to build on that, it's really important despite whatever it is you're tracking, and it will be different depending on different kinds of organizations.
It's just important to understand it and to have everybody on board so that you're working to the same metrics. And some of the biggest challenges that I faced working in-house is making that connection. So often I've been in conversations. What are your marketing metrics. Well, what are your business objectives. Well, that doesn't matter.
You just have your own marketing metrics. No, no, no. And so just building those relationships so that you're all working together towards the same goal, whether it's usage defining what you mean by usage, it will be different for every organization. And that's OK as long as you're in the same place and that you're aiming in the same direction. And I think the only way to do that is through clear communication and good relationships.
And then you'll be fine. I just add to that time and resources. I feel so often in my consulting roles, I make sure that we're planning in reporting whether that's going to be a year later or three months or every campaign. The resources that we have are reporting just always gets we got to get around to that. And it's critical.
So creating that awareness within your organizations and creating the infrastructure and accountability across the teams to support that is really important. Yeah, I absolutely agree. And I know we've got some questions in the chat and in the Q&A and we will get to that in just two minutes. I just wanted to ask one last question based on the idea of time and time management, because you've given us so many incredible ideas to take back to our teams through your presentations.
And I know that many of us are on smaller teams, maybe working on tight, tight budgets or with perhaps not full teams. And there's just there are so many things within a marketing role that are time sensitive and put a stress on our capacity and endless flow of new products, whether they're books, journals or articles and so many concerned stakeholders. I curious with all the usual stresses of a marketing role plus so many new tools and platforms, how do you choose what to spend your time on or how do you rank your priorities.
Hannah I think this was perhaps something you're passionate about. Yeah, I think be realistic. You can't do everything and you shouldn't do everything. I think you need to. Absolutely again, coming back to those relationships, what's going to deliver the biggest value with a buffer of being able to try some of this stuff.
If you know that, Anne and Patty have talked a lot about some of the new things that are coming in. You've got to have time to try that, but also make time for sessions like this or through other mentoring opportunities or apps or whatever it is, and liaise with marketers across other organizations because they'll be able to help you to be able to focus in. But I think for me it's definitely about those relationships.
It's about being recognizing what you can and can't do, but also where you've got skills gaps. And don't be afraid to say, I don't know how to do that. Can somebody help me and just make sure that you're allocating resource in the places that's going to genuinely deliver the most impact for the business that you need and for your customers. Yeah, I tend to. Thank Patti of the past for the work that she's done to make Patti of today work better.
So I'm going to use an example, even for social and email. Again, as part of digital transformation, one of the things I find is that people spend a lot of time creating assets for social media where as you should do a 10,000 foot view of what are the templates that you need. You need a quote asset, you need a stat asset, you need an infographic asset, you need a book cover asset. I don't what it is, but figure out what those assets are and create a suite of templates within Canva that look and feel like your brand.
But you can change the color. You can change like just the little things that make you work faster. And the same with email. Like create those templates that match what you have on social so that you're not that when it comes to doing social, it takes two hours instead of two days. I would also say that spend two to four hours a day on you. Make sure you're checking, sign in to all of your reporting platforms every single day, please, for the love of God, look at all of your different tools and then carve out some time for innovation and figure out when you work best with innovation.
I hit I tap out at 3:00 or 4:00 in the afternoon and I start to my mind can't work. So that's when I put all of my mindless tasks. But so figuring that out. So that when you work better, I think is really helpful. That's fantastic. And do you have any advice before we move on to the Q&A. I'll just echo what Hanna and Patty said, finding the time, building out that time management structure.
And also, I think one thing as leaders within teams and organizations, we need to inspire each other and draw on the skills and strengths of everybody on your team. So giving it not just the responsibility of one person. And also, I will say we in living in comms, like we as marketers need to be skilled up for the future across any sector. So like Patty's career has taken her many different places.
Be like Patty, be ready to go many places. That's wonderful. Thank you so much. And the perfect time, I think, to tune to our audience Q&A. I think we have some excellent questions. Surely I you're monitoring there. Do you want to share the first question with us. Yeah, and think it's interesting.
A lot of these questions are quite specific. So that's great. People are trying to think about what they've learned from you and how they can apply it in specific ways. One question from Erica is for Hannah. Can you go into detail about business, ROIs versus marketing, ROIs that marketers can measure and use. I think for me, it's about understanding what your business outcomes are.
Is it about revenue growth. And be specific. can't just be we want we want more money, we want more subscriptions, we want more transformative agreements. It needs to be very specific. We need to grow our subscription revenue by 20% from India, for example. And then you can align your marketing objectives around that.
Where is that going to come from. Are you responsible for generating new leads. How many new leads do you need in order to convert that into subscriptions. And, I've been in many conversations where people say, well, it's fine because all leads convert. Well, of course they don't. Is it 5% 10% It's got to be quality. You can generate numbers.
So I think for me, it's about being very specific about what the business outcomes needed are and then how marketing contributes to that through leads, citations, usage, whatever it might be, which will then be made up of a number of tactics and how successful they are. And that's about understanding your audience and how people engage with your content through social, through email, through web.
Where are those people coming from. And how does that add up and having access to that data and Patty says, check that every day. Be on top of that, know what's coming from and you know. Don't be afraid to challenge your business stakeholders as well and push back. Great Thank you. Another question came from meenu and was seconded by Caitlin. Should journals have their own social media account apart from the organization or society's social media account.
Or should it be a unified social media account where we promote both society and journal content together. What are your thoughts. I would love to jump on this one because I recently did a competitor analysis of a lot of university presses and their social media accounts this year. And good gosh, it is. There is no common result. Like some have 10, some have two, some have one.
My advice is always what's the relationship you're trying to build with your user and how does your user or audience sorry talk like a robot sometimes. How does your audience perceive you as your brand. Are you close the society and the publication. Are you separate. Do you have separate audiences. Are they similar. If you keep them together, does that give you more content to talk about on one channel.
And does it make it easier to build a larger audience. Or do you have something that's so niche that only 100,000 people are going to want to learn about it. And follow it. So it really goes back to who your audience is and what you're trying to show them. I've seen both and they serve different purposes for different reasons x is very much news based. LinkedIn is very much profession based.
So you also need to take that into account. Because if you're trying to just put content out for people to read, that's a different thing than trying to get people to have a two way interaction in terms think. I'm also in two minds about Facebook for our industry. But that's again for another question. And I think just to add to that, from being in a society having these conversations, it's really hard because there's a perception that if you have your own social media account or accounts, you will generate interest and subscriptions and submissions.
Sorry, but actually setting that up and reaching those audiences and getting them to be involved is really hard. It's really hard to build that community from nothing and to stand out. So make sure that you've got your brand story and that you understand the marketing funnel and what you're trying to say throughout it and that you're engaging people in the way that they're going to listen to you.
All right. Thank you. Another question I think might be for Anne. How can I help in targeting specifically. I think another thing we have to remember is the MarTech stack is going to constantly change and evolve. We now have new tools available to us for targeting. So organizations have a customer data platform that allows you to do segmentation and tracking of user behavior.
So I think you have to look at where what goals you have for the different audiences that you're trying to target and then define user journeys that you're going to be directing them to or observing what they do, and then work with some technology providers to help define the solutions to that. Great Thank you.
Lots of great questions. I think that's all we have time for. But Thanks, everybody. Yes Thank you all so much. We'll close things out here, though. I wish we could keep the conversation going. I want to extend my sincerest Thanks to our incredible panelists for sharing their insights and strategies with us today.
Your perspectives on trends, metrics and the future of marketing and scholarly publishing has given us a lot to think about and take back to our teams, to our wonderful audience, to cement the ideas that we've heard today. We'd love to know which idea, strategy or tool you would most like to implement on your team. And Susan will be launching a quick poll for you to reflect on that question.
And while we wrap up, I'd like to Thank my colleague Shirley for managing the Q&A and extend a huge Thank you to Susan for making this webinar possible. Your expertise has been invaluable. And finally, a heartfelt Thank you to all of you, our audience, for joining this conversation and bringing your thoughts and questions and perspectives to the table. I wish you a peaceful end to 2024. I think we all need it and a very successful 2025.
Shirley, would you like to. Yes officially close things out for us. Yeah to just give another shout out to access innovations openathens and Silverchair for sponsoring this also to all of the attendees. Don't forget, now's the time to submit your proposal for the 2025 annual meeting. It's held in Baltimore deadlines November 4, and there's more information on the SSP website and we will be sending a recording around to all of the attendees via email soon.
Thanks, everybody. Yes Thank you. Thank you all for coming. And one last very sincere Thank you to our panelists. Wishing you a very happy rest of the year. Yeah I like this. These are great.
Screenshot this.
All right. Thanks, guys. I'm going to stop share now. Bye Thanks very much. Thank you all once again. You're welcome. Thank you. Bye Thank you.
We can end it. Let's see.
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