Self-service marketing portal delivers powerful tools to publishers.
Ingram Content Group is a publishing powerhouse, serving 20,000 publishers and 30,000 retailers around the globe. Its large-publisher customers handle book marketing with internal teams, but its thousands of small and midsize publishers need help to sell their books. What if Ingram provided these customers with a self-service platform to deploy advertising campaigns directly to these audiences and their look-alikes?
Marcus Thomas supplemented audience data from existing and external sources; used Salesforce Audience Studio (DMP) and Marketing Cloud to collect and segment book-specific data; and created a self-service portal to deliver email, on-site advertising and third-party platform advertising to verified readers. The new platform – Ingram iD –was built on the client's Salesforce tech stack with custom development of the web interface.
- Using the platform, publishers can build audiences and create campaigns on Google and Facebook, utilizing Ingram's audiences from their DMP.
- Publishers can also leverage email marketing campaigns through the portal, posting ads on Ingram's owned websites.
User Experience Flow
We developed a comprehensive UX flow diagram to determine how users would use the portal and which systems would require integration to enable this capability.
User Experience Flow
We developed a comprehensive UX flow diagram to determine how users would use the portal and which systems would require integration to enable this capability.
User Personas
UX research with various publisher types helped surface segment-specific needs and helped prioritize necessary features and functionality for the first iteration of the portal.
Wireframes
Extensive wireframing was required to test complex functionality across publisher types and guide final user interface design.
