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Marketing Research Executive for a Publishing Firm.
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- Posted By: MSR Placements, Mumbai
- Address:
- Date Posted: 7th Aug 2010
- Salary: negotiable
- Location: Chinch Bunder (400001)
- Reference Code:
- Views Since Posting: 107
- Full Description:
Summary of the Position
The main objective of the Marketing Research Executive is to strategically drive traffic to specific book pages on Packt’s website by managing the online marketing of Packt’s titles.
Activities
The Marketing Research Executive position will be responsible for implementing complete marketing campaigns for Packt titles. This will involve developing and subsequently delivering comprehensive marketing plans to ensure that books receive maximum visibility online.
The Marketing Research Executive will build up and manage relationships with websites that will generate a consistent and large number of visitors to www.PacktPub.com. The Marketing Research Executive will maximise traffic from websites by marketing Packt’s books, delivering a complete range of activities and promotions.
Research
• Work with editorial to understand more about the book and its audience
• Research, identify and contact new communities to market Packt’s books to
o Develop lists of appropriate websites and individuals who can help promote the book
o Work towards the overall objective of achieving a link from that website back to the book’s page at www.PacktPub.com
• Proactively search for User Groups related to Packt’s books and invite them on to the Packt User Group Program
o Work closely with the User Group, developing a close relationship with members there to increase the number of links they publish as well as reviews they write of Packt books
Campaign Management
• Develop and maintain marketing calendars for each book
o Ensure research begins on time
o Ensure a base level of marketing activities are carried for each title
o Record activities and appropriate dates
o Communicate marketing calendars with editorial as appropriate
Communication
• Work with authors to encourage marketing activities and use them as a source of book reviewers and appropriate websites
• Develop a list of individual contacts to write reviews on Amazon.com, Slashdot.org and other major review websites, sending them copies of our books in exchange for a review
• Work with the marketing content team
o To identify ideas for articles that could be developed by the content team for third party websites and then distribute as appropriate by the MRE
o To refer appropriate individuals to the content team to use as authors of third party articles for PacktPub.com
Negotiation
• Build up a list of accounts for the Packt Partner Program
o Work with the accounts to implement tactics designed to increase performance in terms of traffic and sales for those accounts
o Suggest changes, adaptations and improvements to the Pack Partner Program
Project Management
• Supervise the production of sample chapters
o Work with editorial to select an appropriate chapter and with production to have this made into a sample chapter
Reporting
• Record all daily activities in a Marketing Research Executive scorecard
• Deliver monthly reports detailing activities and traffic achieved that month
• Put together a quarterly report detailing activities and traffic that quarter, analyzing and commenting on trends and identifying underperformance and a process for change
Ad Hoc
• Work on branding campaigns and ad-hoc marketing projects as requested by the marketing manager
o Marketing the Open Source CMS Award online
• Identify new marketing opportunities and put forward proposals for improving current processes
Key Performance Indicators
1. The amount of traffic driven to PacktPub.com each month as a result of scheduled promotions. This is broken down into:
a. New traffic from new sites
b. New traffic from existing sites
c. Existing traffic from existing sites
2. The number of websites and reviewers sourced for each book
3. The number of initial prospect e-mails sent to websites and reviewers for each book worked on
4. The number of these prospect e-mails that are replied to
5. The number of review copies sent out for each book worked on
6. The number of book reviews successfully published
The main objective of the Marketing Research Executive is to strategically drive traffic to specific book pages on Packt’s website by managing the online marketing of Packt’s titles.
Activities
The Marketing Research Executive position will be responsible for implementing complete marketing campaigns for Packt titles. This will involve developing and subsequently delivering comprehensive marketing plans to ensure that books receive maximum visibility online.
The Marketing Research Executive will build up and manage relationships with websites that will generate a consistent and large number of visitors to www.PacktPub.com. The Marketing Research Executive will maximise traffic from websites by marketing Packt’s books, delivering a complete range of activities and promotions.
Research
• Work with editorial to understand more about the book and its audience
• Research, identify and contact new communities to market Packt’s books to
o Develop lists of appropriate websites and individuals who can help promote the book
o Work towards the overall objective of achieving a link from that website back to the book’s page at www.PacktPub.com
• Proactively search for User Groups related to Packt’s books and invite them on to the Packt User Group Program
o Work closely with the User Group, developing a close relationship with members there to increase the number of links they publish as well as reviews they write of Packt books
Campaign Management
• Develop and maintain marketing calendars for each book
o Ensure research begins on time
o Ensure a base level of marketing activities are carried for each title
o Record activities and appropriate dates
o Communicate marketing calendars with editorial as appropriate
Communication
• Work with authors to encourage marketing activities and use them as a source of book reviewers and appropriate websites
• Develop a list of individual contacts to write reviews on Amazon.com, Slashdot.org and other major review websites, sending them copies of our books in exchange for a review
• Work with the marketing content team
o To identify ideas for articles that could be developed by the content team for third party websites and then distribute as appropriate by the MRE
o To refer appropriate individuals to the content team to use as authors of third party articles for PacktPub.com
Negotiation
• Build up a list of accounts for the Packt Partner Program
o Work with the accounts to implement tactics designed to increase performance in terms of traffic and sales for those accounts
o Suggest changes, adaptations and improvements to the Pack Partner Program
Project Management
• Supervise the production of sample chapters
o Work with editorial to select an appropriate chapter and with production to have this made into a sample chapter
Reporting
• Record all daily activities in a Marketing Research Executive scorecard
• Deliver monthly reports detailing activities and traffic achieved that month
• Put together a quarterly report detailing activities and traffic that quarter, analyzing and commenting on trends and identifying underperformance and a process for change
Ad Hoc
• Work on branding campaigns and ad-hoc marketing projects as requested by the marketing manager
o Marketing the Open Source CMS Award online
• Identify new marketing opportunities and put forward proposals for improving current processes
Key Performance Indicators
1. The amount of traffic driven to PacktPub.com each month as a result of scheduled promotions. This is broken down into:
a. New traffic from new sites
b. New traffic from existing sites
c. Existing traffic from existing sites
2. The number of websites and reviewers sourced for each book
3. The number of initial prospect e-mails sent to websites and reviewers for each book worked on
4. The number of these prospect e-mails that are replied to
5. The number of review copies sent out for each book worked on
6. The number of book reviews successfully published
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