few days ago we read in the II Roundtable on Electronic Commerce organized by PriceMinister.es that "ecommerce in Spain is in its infancy." The causes that are envisaged to explain this impasse are numerous and varied: · Market still little mature.
· very deep general contraction of consumption.
• Need for improvement and expansion of broadband.
· Service still poor.
· Logistics much improved.
point however is a couple of issues that interest us especially from the point of view of the book trade:
• In 2009, 87% of Internet users believe that the crisis will lead people to buy through Internet essentially by the wide range of prices it offers. Low cost society is polarizing the consumption habits of the English, but the low cost can not be transferred to the book, new catalog, due to the fixed price law. Not so the print book price and free. Let us recall the case of librosa5euros.com , which already had occasion to comment on an entry above, a paradigmatic example of the arrival of low cost the book sector.
• A 35% (compared with 8% last year) says that what most influences the purchase requirement are the comments on blogs and social networks. This item should illuminate the online marketing strategies of publishers when planning their launch of new campaigns and category management of the funds from their catalogs.
· The comments from friends and acquaintances are important for 40% of Internet users (compared to 54% last year). This information is critical for publishers, who should start paying attention to the "word of mouth" network. The wiki editor must, above all, listen, listen and listen to the Net As pointed out in the days Javier Celaya futures book, "The Network is a keeper: how long everything."
• Media communication only important for 11%. This data is critical and should help publishers to refocus its advertising spending in traditional media.
This leads us to think about selling books through the Internet. Just published the Report of the 6th Congress Publishers,
held in Seville in June 2008. In one of the tables, dedicated to new technologies, collected the words of Jesus Bader, Director General of Libraries of Metro Group, with respect to electronic commerce in Spain. Bader offers the figure of 2% as sales volume through Internet (data, 2007). The figure seems more reasonable, sensible and has adjusted the Internal Trade Survey (which does not exceed 0.7%), we must remember that the survey data reflect only those provided by publishers, not bookstores or other outlets. share Badenes Jesus' words when he says that "the book will continue long into the form we know today," and when he argues that "the book as entertainment and as a culture has a perfect supporting role." But also very timely considering his claim that "the Internet can serve to open new markets." The philosophy behind this statement should be part of any online marketing plan of the editors, since the e-commerce book in paper or digital content, will be crucial in the coming years.
electronic trade figures in the book seem, however, a reality too poor. Development (promotion and online marketing from publishers, and selling through online bookstores) perhaps could be an outlet for independent publishing, especially if we value the huge reduction in visibility that is going through traditional channels. The Network helps sell more books ... paper, and provides virtual visibility The editor should get in the physical sales outlet.
seems obvious that today a reader wants to get certain types of books, his only help is to use the internet. What then is the problem that prevents the sale of books off the Internet in Spain?
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