The power of data: how Robert Wigley used market analysis in the PR campaign for his book Born Digital

By   Hannah Bickerton 2 min read

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The challenge

Data has become one of the biggest buzzwords in the world of marketing. Now more than ever, data analysis is vital to executing a successful digital marketing campaign, and it can determine whether your book becomes the next bestseller or merely a blip on potential customers’ radars. Few are as strongly aware of this as Robert Wigley, Chairman of UK Finance and author of the new book Born Digital: The Story of a Distracted Generation. Discussing the massive influence that the internet and social media have on our attention, mental health and knowledge of current events, Robert’s book illustrates the extent to which digital technology and data have become embedded in our lives and in society. 

Robert contacted whitefox initially seeking support in editing and proofreading Born Digital, but soon expanded his self-publishing options after realising the need for a highly strategic, date-driven PR and marketing plan. He wanted to target English-speaking markets, particularly the US and the UK. Robert knew what he needed to do to achieve his goals for the book, and whitefox helped him to execute it.

The solution

whitefox paired Robert with two of its partners to carry out a thorough digital marketing and PR campaign aimed at both North American and UK markets. Data played a key role. Extensive market research and data analysis informed a strong understanding of Robert’s target audience, including where and how they could best be reached. Granular examination of this data helped Robert to create detailed customer profiles, and then to craft an effective audience messaging and outreach strategy.

Optimisation of Born Digital’s own data was also essential in establishing a robust online presence. Robert enhanced his book’s SEO and metadata across various sites including his website, the book’s Amazon listing, and other platforms. Analysis of competitors and audience demographic profiles guided his digital media outreach strategy, seeking coverage from relevant news media outlets, websites, virtual communities and influencers who would be best positioned to promote his book to the right customers.

The result

The precision and detail of Robert’s data-driven campaign secured coverage from numerous online platforms including Computer Weekly, and several prominent industry figures have given laudatory reviews. Professor and author of The Cyber Effect Mary Aiken said of the book, ‘Born Digital covers a lot of ground in terms of reviewing social tech “weapons of mass distraction”…an important read for parents, caregivers, educators, policymakers and industry, in fact, for any stakeholder concerned about the impact of technology on our children and, in turn, on society.’ 

The PR and marketing that Robert has employed in publishing Born Digital illustrates the points he makes in the book itself, showing the importance of data analysis in carrying out a successful campaign in today’s digital landscape.

Hannah Bickerton
Hannah Bickerton
Hannah has worked in marketing for nine years, specialising in strategy development for start-ups and EdTech companies. Having recently jumped across industries to join the Whitefox team, Hannah isn’t a complete stranger to the publishing world with previous employment at Macmillan and TES Global. She is now dedicated to ensuring that anyone who has something interesting to say knows all about whitefox.