In short: An e-book is an electronic publication for reading on a computer, phone or reader. In marketing it can be useful material, a product or a way to acquire a contact.
How I use an e-book in practice
I first define which decision the term should clarify. I write down the current state, intended customer, available alternatives and company limits. Then I look for one change that can be made and verified. Theory is useful only when it helps choose a priority, owner and something we will consciously not do now.
What to watch
Do not try to cover every customer and channel. An e-book should help choose something and reject something. Without boundaries, generic communication results that anyone can use. Another mistake is changing direction after every weak week instead of checking the original hypothesis.
Questions for decisions
- Which specific decision should the term clarify?
- What supports our claim and what is still a hypothesis?
- What will we do differently because of this decision?
- Who owns the change and when will we assess its impact?