Posted by Maleeha Mir on 25 March 2024, in Event reports, News
Photos by Amelia Kyazze, Words by Maleeha Mir
At London Book Fair 2024, Byte The Book packed out the Tech Theatre for a panel on the latest developments in book marketing. Chaired by Byte the Book founder Justine Solomons, the dynamic discussion saw Founder and Chief Product Officer at Shimmr, Searsha Sadek, marketing mentor and confidence coach Kelly Weekes, and Bookswarm’s Simon Appleby take to the stage to share their unique expertise on trends and changes in book marketing for today’s publishers and authors, ranging from topics around using AI in marketing and finding your place in a changing social media landscape and how publishers and authors can make the most of digital platforms, websites, and email marketing in the evolving landscape of the publishing industry.
Searsha Sadek, Founder, and Chief Product Officer of Shimmr, kicked off the discussion by shedding light on the transformative power of AI in advertising. Sadek emphasized the dual challenges of audience discovery and content generation in marketing campaigns, stating that “knowing your audience is key in marketing. Using AI and being able to pinpoint your niche within an audience base is a very powerful tool.” Through Shimmr's innovative approach, “AI not only identifies target audiences but also crafts tailored content to captivate them”. Sadek's insightful explanation of reverse discoverability resonated with the audience, showcasing AI's potential to revolutionize traditional marketing strategies.
Searsha Sadek sharing how Shimmr uses AI to support their clients.
Kelly Weekes, a seasoned coach specialising in author branding and social media marketing, provided a grounded perspective on the intersection of digital marketing and personal branding. Leveraging her background in traditional publishing, Weekes underscored the importance of maintaining authenticity amidst technological advancements. While acknowledging the benefits of AI tools and digital platforms algorithms in helping to generate marketing ideas and optimising content, Weekes stressed the value of “human connection and genuine engagement in building meaningful author platforms”, and how this “differs for different digital and social media platforms”. For her, an authentic representation and engagement online makes all the difference in a digital age but warns attendees to ”go back to basics” when the “digital overwhelm strikes” as social media upkeep and brand building can take its toll on authors and smaller publishers trying to build an organic following online.
Kelly Weekes sharing her insights on how authors and publishers can engage authentically with online followers.
Simon Appleby, a veteran of digital publishing, delved into the role of AI in website development, marketing and digital communications. Drawing on his extensive experience with Bookswarm, Appleby highlighted the subtle integration of technology, AI, and the use of various digital platforms across various facets of website design, from product recommendations to content optimisation. He emphasised the growing significance of “digital tools in streamlining workflows and enhancing user experiences”, signalling a paradigm shift in digital publishing practices. He encouraged all the attendees to keep on top of “technological developments and potential changes in online policies” and to constantly try out new platforms and AI tools that could impact any and all marketing and social media platforms.
Simon Appleby sharing his advice on how authors can create social content using AI tools.
As the panel discussion unfolded, attendees were enlightened by the panelists' diverse perspectives and practical advice on harnessing AI, trying out new digital marketing strategies and using various digital platforms such as “TikTok, Substack, and Mailchimp” to enhance and navigate the complexities of modern publishing. From audience targeting to content creation, the panelists offered a comprehensive roadmap for authors and publishers seeking to leverage current and developing marketing ideas, strategies and solutions.
A packed audience enjoying the networking session after the panel.
In conclusion, the event served as a beacon of innovation and collaboration in the ever-evolving landscape of publishing. By embracing the transformative potential of AI and developing digital platforms within book marketing for publishers and authors while using and engaging with key ideas of storytelling and audience engagement, the attendees left inspired and equipped to navigate the digital frontier with confidence and creativity.
Thank you to London Book Fair for hosting us.
You can see more photos from our wonderful LBF event here!
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