When it comes to digital publication, there is often a lot of misunderstanding. The risk for publishers is that they may miss out on the immense opportunities it presents. We’ve attempted to analyze all of the most intriguing ones below.
We have once again grasped the importance of book publication in these trying times. Books have kept us company, and throughout this time of forced closures, books have been viewed as a “fundamentally good” that has introduced us to other worlds.
Our legislative bodies have attempted to respond to this knowledge by enacting legislation to protect bookstores, even the smallest ones. These activities may be improved and expanded upon, but they send a strong message nonetheless.
The data on the impact of the COVID-19 emergency on the industry, on the other hand, sends a clearer message.
Table of Contents
What is Digital Publishing?
The first thing that comes to mind when you think about digital publishing is either a blog or an eBook. However, you’d be astonished at how many different shapes digital media and publication can take.
Project Gutenberg began digital publishing in 1971 with the digitization of the United States Declaration of Independence. Since then, it has developed significantly and evolved into a force that competes with traditional publishing in a variety of areas, including books, music, video, radio, news, video games, mobile apps, and more.
Digital Publishing Trends 2022:
Listening to podcasts
Let’s start with a previously discussed trend: the exponential expansion of podcasts.
Podcast listening is becoming increasingly popular not just in Italy, but also internationally. According to the most recent data, 51 percent of the US population (about 144 million individuals) has listened to at least one podcast, and 70 percent have heard of this medium (in 2006 this percentage was only 22 percent ). (Image courtesy of Edison Research.)
Publishers are interested in this trend in two ways: directly, by investing in the development of original podcasts to complement their regular business, and indirectly, by using it as a marketing tool and a compliment to their top book releases.
Audio goods are beginning to proliferate as a spin-off from books, as well as “behind the scenes” and other genres. They are, in summary, an effective tool for generating circulation and catching the attention of the audience.
Video,presentations and book trailers.
Video is unquestionably one of the most essential multimedia digital publishing tools if audio is proven to be a valuable resource.
And this should come as no surprise: video is, for all intents and purposes, the king of digital content, the one that ensures the most widespread distribution across all media, the highest rate of user attention, and the most active participation.
Internet marketing
The advantages of digital video marketing have already been discussed. Of course, that’s not all. Another area where publishing houses must pay close attention is social media marketing, where more and more “book influencers” are beginning to emerge. Then there’s the entire field of communities, as well as the very first dedicated apps.
In summary, the field of digital marketing for the publishing sector is enormous, with many unexplored possibilities.
Personalization in the Digital Age
Above all, digital implies a massive increase of “data.” As a result, one’s understanding of one’s audience becomes more precise.
We’re referring to the massive number of “digital traces” that we all leave daily online. When we use Google to search, when we use social media to express our preferences, when we shop, when we leave Amazon feedback, when we geolocate, and so much more.
This data can be used to evaluate the so-called “sentiment” of extremely broad targets, but it may also, and perhaps more importantly, be used to learn how to address increasingly precise targets, down to individual persons. To put it another way, to go from a one-to-many to a one-to-one perspective.
Is there a specific example?
Consider the possibilities for tracking your readers: those who have paid from the publisher’s online store, using a loyalty card in the bookstore, or – once again – interacted on social media. All of this is possible thanks to effective CRM software.
In a nutshell, for publishing companies, digital publishing entails constructing a digital environment around the book and establishing a new multi-channel, multimedia relationship with readers… However, it is becoming very personal.
