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Nowadays literary space is the outcome of authorial work, which is more and more a part of the networked environmental new field for information exchange where media are operating at their own levels and interact with one another creating a single space. Against the background of intensified competition and rapid change in digital platforms, publishers need marketing management system that, first of all, take into account current media trends and issues to be faced by target reader groups — make for a growth potential audience volume; understand dynamics preferences. Objectives of the report The aim of this study is to examine, how the contemporary media environment can be exploited in forming successful marketing strategies for books. The paper considers main means of digital marketing: the context and targeted advertising, personalized offers; content marketing (articles, blogs); target offers at social and interactive platforms. The focus of attention is going to be on the reach and potential of niche communities like BookTube to appeal and communicate with a young demographic, while elevating book products online across the Internet for broad audiences. The intimate details of media marketing strategies, like influencer advertising or email newsletters and press (which seems to have something to do with the media) that is involved in festivals and collaborations and more. The dynamics of emerging new digital formats (e-books and audiobooks) that define the paradigm of changes in marketing practices in publishing are explored. Basic principles of control over marketing strategies on the project level in process of the business process digitalization are defined. There is evidence that media tools in SNWs and a personalised approach would be the most significant criteria of marketing strategy efficiency and audience engagement in future.