Internet marketing and social media in publishing business

SHPYLYK, Svitlana

Ternopil Ivan Puluj National Technical University, 56 Ruska str., 46001 Ternopil, Ukraine

Shpylyk, S. (2021) Internet-marketynh ta sotsialni media u vydavnychomu biznesi [Internet marketing and social media in publishing business]. Sotsialno-ekonomichni problemy i derzhava [Socio-Economic Problems and the State] (electronic journal), Vol. 25, no. 2, pp. 362-373. Available at: http://sepd.tntu.edu.ua/images/stories/pdf/2021/21ssvuvb.pdf

Socio-Economic Problems and the State

2(25)

Nov-2021

Oct-2021

25-Sep-2022

Ternopil Ivan Puluj National Technical University

UA

Ternopil

https://orcid.org/0000-0002-9321-7596

https://doi.org/10.33108/sepd2022.02.362

004.738.5:339.138

M31

SMM
marketing
marketing communications
internet marketing
social media
publishing
SMM

12

362-373

362

373

The development of information technology, the rapid growth of e-commerce have become the basis for the emergence of a new direction in the modern concept of interaction marketing - Internet marketing. The role of Internet technologies in the commercial and marketing activities of a modern enterprise is analyzed in the article. The advantages of using Internet marketing and marketing in social media as tools of the enterprise marketing communications are substantiated. The market of Internet marketing is changing rapidly, although 10 years ago almost no one heard about this area, and some entrepreneurs still prefer ads in newspapers rather than contextual advertising. Like any other, the publishing business needs to adapt to market demands, or will have to exit the market due to lack of competitiveness. The peculiarity of the use of Internet marketing tools in publishing is only that companies do not have enough funds and are forced to look for and use inexpensive or even free tools of marketing communications in the Internet. That is why SMM as one of such tools deserves special attention. Our task was to analyze the tools of product promotion of publishing companies. The research presents the most effective promotion tools that will turn a book into a bestseller. The main benefits of SMM for publishers are also analyzed. Social media marketing includes many methods of work: building brand communities (creating company offices in social media), working with the blogosphere, reputation management, personal branding and non-standard SMM-promotion. All these methods were deeply analyzed in the article. The key directions of SMM development and how they will affect publishers based on the analysis of the main trends of SMM and content marketing in 2021 are given.

The authors received no direct funding for this research.

http://elartu.tntu.edu.ua/handle/lib/38837

2223-3822

Scientific Journal "Socio-Economic Problems and the State"

http://sepd.tntu.edu.ua/images/stories/pdf/2021/21ssvuvb.pdf
http://sepd.tntu.edu.ua/images/stories/pdf/2012/12oraipp.pdf
http://www.cmsmagazine.ru/library/items/internet-marketing/smm-100-instruments-to-promote/
https://whatsnewinpublishing.com/7-pivotal-trends-in-content-marketing-for-publishers/
https://eprints.oa.edu.ua/6384/1/Okhrimenko%20G.%20Managing%20economic%

20growth_2016.pdf

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Article

Scientific Journal "Socio-Economic Problems and the State" Vol 2(25)