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Introduction

The book industry is facing significant challenges due to the rise of digital media and changing consumer preferences, leading to a decline in traditional reading methods. Digital marketing has emerged as a crucial strategy for the industry to adapt and effectively engage with consumers, yet there is a lack of comprehensive research on its overall impact. While previous studies have focused on specific aspects of digital marketing, further exploration is needed to understand its broader implications for the book industry's recovery and growth.

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16 views2 pages

Introduction

The book industry is facing significant challenges due to the rise of digital media and changing consumer preferences, leading to a decline in traditional reading methods. Digital marketing has emerged as a crucial strategy for the industry to adapt and effectively engage with consumers, yet there is a lack of comprehensive research on its overall impact. While previous studies have focused on specific aspects of digital marketing, further exploration is needed to understand its broader implications for the book industry's recovery and growth.

Uploaded by

citizenxy27
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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1 Introduction

In today's globalised modern world, the book industry is facing great challenges as a traditional
industry. As with many other industries undergoing transformation, new technologies are
facilitating a shift in who owns the industry's value (Orzaru, Constantinescu and Apostol, 2022).
The ever-evolving digital media is squeezing the book industry's very existence. Fewer and fewer
people are opting for traditional reading methods to acquire knowledge. While digital marketing, as
an emerging marketing paradigm, utilises information and communication technologies to support
marketing activities to better meet the needs of consumers. Compared to traditional marketing
models, the results of campaigns can be better measured and analysed (Veleva and Tsvetanova,
2020). Therefore, in order to help the global book industry recover, it has become all the more
important to adopt a more modern digital marketing model into the limelight.

1.1 Background

Books are a cultural vehicle and a cultural asset. In addition to their educational and cultural
functions, they require research and marketing. And in terms of consumption and purchase, they
are subject to the same market norms as any other ordinary commodities. The book industry is
heavily dependent on market demand, supply and competition. A well-designed marketing strategy
is essential to achieve lucrative material and professional results in this industry (Orzaru,
Constantinescu and Apostol, 2022).

In terms of trends and changes, the book industry has seen some significant shifts during the last
decade (for example, the emergence of e-books, audiobooks, and digital technology). Despite the
publishing industry's efforts to adapt to the times through these changes, young people's reading
standards and voluntary reading of traditional printed materials are declining, and sales of
publications are dropping year after year. People are shifting their leisure time from books and
reading, or even from television, to social networking sites, instant messaging, video and music file
sharing sites. This means that the attention economy is shrinking fast (Lloyd, 2008). Therefore, in
order to adapt to the changing landscape of the publishing industry, due to new difficulties,
changing tastes and technological advances, creative departments must be flexible in their
marketing strategies.

Digital marketing, as an emerging form of marketing in recent years, enables organisations to


flexibly adapt to changes in the external environment and build effective relationships with their
customers, as well as to better respond to customer needs and enhance their understanding of their
customers. Most major trade publishers have recognised the place of digital marketing in their
overall corporate strategy and have taken steps to allocate an appropriate place for this channel in
their corporate planning (growing year on year) (Kingston University London, 2017).
For the purpose of the study, match and feasibility of the survey, reference was made to the
production (books and periodicals) and geography and found out that the major countries in the
book market at present are the United States, China, Germany, the United Kingdom, France, Japan
and Spain (Augustyn, 2020).

1.2 Research Gap

In recent years, many researchers have comprehensively studied the marketing strategies of the
traditional book industry. At the same time, more and more experts have paid attention to the
impact of digitalisation on the book industry, and have extensively analysed the development and
prospects of the current new forms of books, such as e-books and e-magazines, as well as the
development and prospects of digital book products. Researchers have been very positive about the
popularity and growth of digital books, and have provided a wealth of data to support the
advantages for companies to develop this type of book. But they have overlooked the fact that the
book industry's decline is not just about the form of distribution, but also about the inefficiency of
reaching consumers. Therefore, most of the previous studies did not address the impact of the
development of digital marketing on the book industry. More than in this area, expert scholars have
focused on transformational forms. Recently, research into this area has begun to be noticed by
experts. Specialists have analysed digital marketing strategies for specific book categories, specific
book markets or specific digital media such as TikTok, increasingly focusing on enhancing the
breadth of communication and digging deeper with consumers (Kingston University London, 2017;
Tukia, 2022; Afolabi and Zolkepli, 2023). But there is no definitive and reliable research on the
overall development and guidance of digital marketing for the book industry, which is an area that
deserves extra attention in the future. This should be explored further to provide an understanding.

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