Behind the Scenes at Springer Nature: Marketing

Author: Penny Freedman

What does it take to get your journal article from submission to publication? How does your book go from a manuscript to a title available at your university library? When your journal partners with Springer Nature for distribution, what steps are taking place to ensure all goes smoothly? We’re answering these questions and more in our new series “Behind the Scenes at Springer Nature.” Learn about the work being done across the company by our dedicated employees from around the world. Today we’re chatting with Divya Laul from our Springer marketing team.

What is your position at Springer?

I work as a Marketing Manager for the Springer Research Group at Springer Nature.

What are the main duties of your job?

My main responsibility is to help my Editorial team with acquisition of content for the  Springer Mathematics portfolio. So to reach out to potential and existing authors and researchers to publish with us – either a book, chapter or journal article. I do this by marketing our available content to the scientific community, as well as make available details on our publishing services to them.

I use various forms of digital marketing like social media marketing, e-mailers and mobile marketing to reach our audience. Organizing and participating in conferences and sponsorships are also a large part of my marketing strategy.

What tools/programs do you utilize in your role?

I look after our social media accounts on Facebook and Twitter, so I use both these platforms quite extensively to reach out within the Mathematics community. We use various agencies to send out digital content – like Teradata, now Mapp and ISI, now Clarivate for e-mail, Hootsuite for social media), and I rely on intelligent data from websites likes Authormapper, Web of Science and Journal Citation Reports to help structure my campaigns. In addition, we have internal systems like JFlow, BFlow, CMA and Coremedia that publish content to different places on our website.

What project(s) have you most enjoyed working on?

I thoroughly enjoy working on our social media accounts and creating interesting content for our audience to engage with us.

What challenges do you face in your position?
An interesting challenge that I face in my work is to make sure my marketing tactics are ever fresh and continue to reach my audience as expected. During my marketing activities, I have to make sure not to over reach by audience as well as reach out to them with relevant and fresh content. So I am always innovating fresh ideas and campaigns to reach out to the community.