Tecniche di comunicazione e marketing editoriale

Abstract

Il presente lavoro si concentra sull'analisi del mercato editoriale e sullo studio di nuove strategie di marketing per l'editoria. Con l'avvento del Web 2.0, i social media hanno permeato le vite delle persone e delle aziende, diventando ambienti virtuali in cui gli utenti trascorrono diverse ore al giorno, selezionando contenuti attraverso algoritmi dedicati. Pertanto, una strategia di marketing efficace basata su questi strumenti è diventata essenziale, un fenomeno rilevante anche nel settore librario.

This work focuses on the analysis of the publishing market and the study of new marketing strategies for publishing. With the advent of Web 2.0, social media have permeated the lives of people and companies, becoming virtual environments in which users spend several hours a day, selecting content through dedicated algorithms. Therefore, an effective marketing strategy based on these tools has become essential, a phenomenon also relevant in the book sector. Although publishing is historically linked to tradition, it has demonstrated its ability to adapt to changes. Social media has seen the entry of the publishing and book world, giving rise to communities of readers who influence fashions and trends through the exchange of opinions and advice. The book still remains the pillar of national cultural education and the only medium that has resisted the digital revolution. However, it is going through a profound and structural change since the Gutenberg era.