Marketing Collection

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.

At the heart of all successful organizations is a well-planned and executed marketing strategy. While successful marketing strategies incorporate some tried-and-true practices and marketing disciplines, increasingly, they rely on understanding and harnessing marketing technology.

Marketing Technology (MarTech) is transforming how organizations market, optimize customer and user experience, and leverage data and analytics. With over 8,000 tools, the technology landscape is complex and MarTech projects are notoriously hard. Succesful marketing technology adoption requires discipline and a focused strategic approach. This article presents a framework for successful marketing technology adoption.

Marketing, as a discipline, has been undergoing profound change, and organizations that understand and embrace modern marketing have a substantial competitive advantage. In this post, Colleen Scollans, head of Clarke & Esposito’s Marketing & Digital Transformation Practice shares her eleven top tips for modern marketing design.

Marketing, at the best of times is hard, and in a time of crises, it can feel near impossible. But market we must. Colleagues depend on marketing to develop programs to bring in revenue, which keeps people employed and enables the mission of scholarly and professional publishing to move forward. Customers depend on marketing to stay informed. A handful of simple but powerful strategies can make the difference between striking the right note and a #marketingfail.