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Cacharrería THE SHADOW OF LINDEN: MARKETING ON BOOK LINE LIBRARIES

Last May we had the opportunity to participate actively in the third session TILO (Taller de Ideas on Paper), organized by ADILE and FGEE , having CEDAR as host. The debate in this session revolved around " new marketing strategies for marketing editorial book." The starting point of the workshop was what role online marketing can play in the marketing strategy of the book, and how the use of the Internet and new technologies digital environment is becoming a key tool to support cross-promotion and sale of books through traditional channels.

The tools that have led to new technologies are forcing the sector of the book not only to renew their online communication strategies, but to seriously rethink the way they think and act in the Web 2.0 . This is, obviously, to learn to handle new tools, but not without further incorporate the traditional processes: the key is to use depending on a specific and well-designed strategic marketing plan online. Not only have to provide information on new publications as and when due (a priority that is fundamental to improving the supply chain of books), incorporating new multimedia elements, it also requires a mastery of new languages \u200b\u200band communication strategies on the Web, which involve "listening", "share and create experiences," "ability to communicate ',' participation ',' audience reach."

The conclusions of this session highlight LINDEN: "We live now a profound change in cultural consumption habits and access to knowledge, information and leisure, which affects the whole society as a whole. The publishing industry can not ignore these profound changes affecting society. These new forms of communication and entertainment are already causing changes in the ways to edit, sell, distribute, advertise, buy and read books. "

"The book industry is required to position ourselves in this new reality, and not a mere spectator of the changes that are occurring. Has become a leading player in this new scenario, to prevent other agents, so far outside the sector, to manage and control important areas of activity, taking advantage of these new ways of operating in the market book that is currently being created, and which are not yet clearly defined business models. "

In the "digital maze" successfully achieve those publishers who dare to explore new territory and experiment with these new tools. Not only is the task of facilitating the supply chain (anticipating the objective and useful information on operating times). In addition, publishers must develop strategies for innovation, developing new forms of online marketing. The new technologies are not just about new tools, but involve a new way of thinking. There is no point having the new resources that Internet offers us if publishers do not understand and learn the implications of Web 2.0 mindset.

In this sense, R. Zafra, in his book "Netianas", uses this quote from R. Braidotti: "It takes more than a machine to really alter thought patterns and habits of mind." If editors do not address the redesign of their online communication strategies, will continue to see digital as a devilish little machine indecipherable, and fall into the clumsy Manichaeism confronting the digital to paper.