December 20, 2010

Book Sales: Content Alters Sales By Distribution Channel

Undoubtedly, if these trends happen to me, the trends happen to you!  Here are December sales, measured by sales channel:

Hillstrom's Catalog Marketing PhD
Hillstrom's Hashtag Analytics
Hillstrom's 2010 Almanac
In other words, when you offer a specific type of content, you cause sales in sales channels to change.  If you speak to a digital audience in a way that is congruent with their use of information, you'll sell merchandise digitally.  If you speak to an offline audience in a way that is congruent with their use of information, you'll sell merchandise offline.

By the way, I executed one other creative strategy, just to see what might happen.  In the Catalog Marketing PhD book, I write the following text in the blog post.
  • WARNING:  DO NOT BUY THIS BOOKLET UNLESS YOU CONSIDER YOURSELF A CATALOG MARKETING EXPERT!
This "warning" caused the following outcome.
  • An approximate 50% reduction in traffic to the page on Amazon.com.
  • An approximate doubling of the conversion rate on Amazon.com.
It should come as no surprise to anybody who follows this blog that messaging and content result in changes in response by channel.  If this happens in my humble little business, imagine what happens in your sophisticated business.  You're analyzing these dynamics, right?!