Customer Experience Collection

C&E’s Colleen Scollans spoke at the inaugural event of Marketing Maestros, an ALPSP Special Interest Group for senior marketing professionals. She discussed how scholarly publishers are incorporating Artificial Intelligence (AI) into various aspects of their businesses – and how marketers in particular are using AI to stay ahead in the ever-evolving marketing landscape.

Campaign planning is essential to creating marketing efficiency and impact. A campaign planning model allows organizations to effectively prioritize, optimize, and evaluate marketing campaigns. It helps publishers, associations, and education service providers reduce marketing fragmentation and build cross-functional alignment around marketing priorities and resource and technology needs.

C&E Practice Lead Colleen Scollans spoke on a panel at Silverchair's 2023 Platform Strategies on how open access has shifted publishers to B2C data-driven marketing with a focus on the author and author experience. This requires new technologies and new ways of working – along with new skills and strategies. Here are our key takeaways from the session.

An audience-centric mindset is table-stakes to growing revenues and competing in the OA world. A data-driven audience strategy serves not only an organization’s current customers, but also the broader global audience that engages with its products, content, and brand. In this article, we explore what it takes for publishers and associations to build an effective audience strategy.

C&E Practice Lead Colleen Scollans is interviewed in an article by BlueConic, a Customer Data Platform. In the article, she shares her perspectives on how scholarly and professional publishers and associations today are shifting to a broader audience mindset, and the importance of first party data in this transformation. Colleen also offers her views on how a disciplined and iterative approach to marketing technology selection and adoption is essential – with business goals, use cases, and talent aligned to tech capabilities.

This article is part two of our Author Experience (AX) series, where we anchor the concept of AX more concretely. We present our model for working towards AX maturity: positive author perceptions that translate to increased article submission, resubmission, and referral. As organizations advance the six pillars outlined in this article, they progress their AX maturity and set themselves up for success in today’s evolving publishing landscape.