In this presentation, Michael Tamblyn, the CEO of BookNet Canada, presenting six technology initiatives that could radically alter the course of publishing for the better.  I found the presentation interesting for publishing but also touches on some of the same ideas I’ve had about marketing and public relations.  This industry has been very slow to change and adopt new technologies.  Part of this is because clients, particularly in BtoB, can be slow to adopt new technology.  But it also has to do with entrenched technology.

Tamblyn points out areas where book publishers could reduce costs and improve service by making their catalogues digital…simple and obvious, but not done.

How can your BtoB marketing be different and better geared to business in the 21st century?  Are press releases digitized and linked?  Are you leveraging blogs in your industry?  Are you connecting with customers, partners, and prospects through social media?   Are you using technology to its fullest to communicate internally and externally?

Although times are tough, Tamblyn points out that previous recessions always end with huge leaps forward in innovation.  These days every marketer is telling you that now is the time to invest in marketing.  But it’s not just shoveling money into the same old techniques and strategies that will lead to the huge leaps forward down the road.  It’s embracing the new, throwing away what works and funding heavily the things that do work.

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