Marketing Collection

Presentations

AI Trends in Marketing Academic Journals

November 10, 2023  |  By

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.
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Presentations

Achieving open, visible, and impactful research at scale. Where have we got to and what’s next?

October 24, 2023  |  By

C&E Managing Partner Michael Clarke moderated a panel at the STM Conference 2023 in Frankfurt on the shift to open access (OA) publishing models and the potential for OA to improve research visibility and impact. The discussion covered current OA models, progress to date in the transition to OA, and how STM publishers can continue to adapt and evolve.
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C&E Perspectives

Seasonal Campaign Planning: Fostering Collaboration and Finding Alignment Around Marketing Priorities

October 5, 2023  |  By

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.
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Presentations

From Digital to Data: Marketing Strategies and Technologies for the Next Era

September 28, 2023  |  By

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.
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C&E Perspectives

Audience Strategy for Publishers and Associations

July 20, 2023  |  By

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.
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Other Publications

Why Scholarly Publishers are Prioritizing First-Party Data

May 24, 2023  |  By

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.
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C&E Perspectives

How to Advance AX (Author Experience) Maturity: 6 Strategies

March 22, 2023  |  By

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.
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C&E Perspectives

8 Dimensions of Marketing Strategy

January 20, 2022  |  By

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.
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Other Publications

The 12Ps of Marketing Technology

September 16, 2020  |  By

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.
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C&E Perspectives

Modern Marketing in 11 (Short) Tips

August 11, 2020  |  By

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.
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13 tips image of semiconductors that says "Modern Marketing"