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УДК 335:004
ЦИФРОВОЙ ИЗДАТЕЛЬСКИЙ МАРКЕТИНГ В ЭПОХУ ИНТЕРНЕТА
Чан Цу
Шанхайский издательско-полиграфический колледж Шанхайского медиаинститута издательского дела
Аннотация. «Внимание-интерес-поиск-действие-соучастие» — модель анализа, предложенная в компании Дентсу, ориентированная на изменение образа жизни потребителей, известная как AISAS. В статье анализируется изменение поведения читателей в информационную эпоху и новый путь развития цифрового чтения, делается вывод, что поведение читателей и внимание переключаются больше на поиск, важно совместное использование и обсуждение до и после прочтения. На основе этих двух особенностей «поиска» и «соучастия», предложено несколько маркетинговых стратегий для публикаций inonline сред социальных медиа.
Ключевые слова: AISAS модель, цифровое чтение, поведение читателей, издательский маркетинг.
ON DIGITAL MARKETING OF PUBLICATIONS IN THE INTERNET ERA
ZHANG Cui
Shanghai Publishing & Printing College Shanghai Publication & Media Institute
Annotation. Attention — Interest — Search — Action — Share is an analysis model proposed by Dentsu Company focusing on consumers' lifestyle change, known as AISAS. Referring to this model, this paper analyzed the change of readers' behavior in the information era and the new path of digital reading development, holding a conclusion that readers are paying more attention to SEARCHING, SHARING and COMMENTING before and after reading behavior. Meanwhile, based on these two featuresof "searching" and "sharing",this paper proposed several marketing strategiesfor publishing units inonline social media environment.
Keywords: AISAS Model; Digital Reading; Reading Behavior; Publishing Marketing
The traditional consumer behavior model is AIDMA — Attention — Interest- Desire- Memory — Action. However, this model has been changing in the Information Age and developing towards a model with significant internet features. After analyzing consumers' life-
style change in the Internet Age, Denstu proposed a new consumer behavior model-AISAS, which is Attention — Interest — Search — Action — Share. Picture-1 shows:
Picture-1 Consumers'AISAS Model in the Internet Environment
Compared with the traditional model, this new model contains two significant features in the Internet society — SEARCH and SHARE, which highlights consumers paying more attention on information searching and sharing.
Publication consumers, who are normally called "readers", have changed a lot in lifestyle and reading paths. In view of this, publication marketing is becoming rich, not only focus on readers' lifestyles and consumer behavior but also adjust the publication marketing strategy.
1. The Transform of Readers' Consuming Behavior in the Internet Age
Publications are cultural products. Their value bears in the spiritual and cultural contents. Readers consume mainly by visual or/and auditory ways to receive information. The fast development of Internet provides people great convenience of receiving information The combination of publication consuming characteristics and Internet development make changes in readers' consuming behavior patterns in the Internet Age, which shows as followed:
1.1 Fragmentation of time and occasion for acquiring information
With the development of information technology, especially the mobile terminal device technology, time and occasions for readers to search and acquire information are diverse, flexible and fragment. With smartphones, tablets and other mobile terminals in hand, readers can easily search and acquire information by bus, tram, subway, railway and aircraft during displacement process.
1.2 Access to information is more diversified
The change of reading behavior mainly depends on the development and progress in technology. In the Internet age, readers can get information through many channels, such as Dangdang, Amazon and other major book sites, the official website of each publishing unit, celebrity blog, Space Forum, Facebook, Renrennetworks, microblogging, Wechat and other SNS social website, QQ group, micro-channel groups, social groups, interest groups and other online network communities. The emergence and development of search engines make the way to obtain information much more convenient through these channels and easier to find precisely the information they want. Readers are actively searching to improve the accuracy of the information obtained, especially in the search of network and transmission technologies such as cloud-based, is to break the channel limit, downloaded information can be read by means of a plurality of terminals. This provides a premise for the technical precision marketing publications.
1.3 Readers pay more attention to share and exchange after reading
Thanks to social media, readers of the Internet age are easier to exchange and share information compared to the era of traditional media. Opinion leaders on the mi-croblogging once comment, there will be many comments and observations followed; After reading each book on the App, the system will automatically prompt the reader to share the reading track to microblog, TencentQZone, wechat moment or post comments directly in the App; Before purchasing books on Dangdang, Amazon and other online bookstore, more and more readers are accustomed to look at the book reviews to help pick and choose; When a good book is found, the reader will enter UGC (user generated content) websites, select appropriate interest groups or micro-groups and other organizations
and join the online discussion of books and sharing; Electronic journals provide numerous network platform, POCO communities, BBS and other online communication channels for readers with like-minded, and like-interested to exchange and share their reading experiences. Compared to the single form of book club in traditional media age, the network provides a more convenient, more extensive spatial dimension, allowing readers to experience the full pleasure of reading in an open and free environment, sharing of reading experiences.
2. Readers' consuming development paths in the Internet Age
Under the new AISAS consumer behavior model, consumer development path of the Internet age has two characteristics.
2.1 Actively Searching for Information Frequency Increases
To get information of books or periodicals, readers have to visit the physical bookstores, book exhibitions, newsstands and other publication sailing places in person. Sometimes the reader may also obtain information through newspapers, periodicals, radio and television for publications promotion for sure. However, with respect to the propaganda of other goods, the four traditional media publicity for publications is minimal. In other words, readers usually converge in bookstores. The traditional marketing strategy depends mainly on posting large posters to attract eyeballs and grab attention. The access for readers to acquire publication information is one-way and passive. In the Internet age, readers are more willing to take the initiative to search the contents of their interest, such as a book review on the Internet, books recommended by opinion leaders on microblogging, the latest reading experience by elites on wechat "Moments" and so on. Readers have changed from a slow transition to passively receive information to quickly take the initiative to search for points of interest. The easy availability of network and social media information and its rapid spread of information make the reader's search experience greatly improved, thus further increase the frequency of publication information.
2.2 Actively Sharing of Information Range More Widely
Former Google CEO Eric Schmidt believes that people are no longer willing to be passive recipients of information, they want to control their own media, rather than by its constraints. With this same speech, Facebook founder Mark Zuckerberg contributes the high efficiency of viral Internet marketing to people's desire for information and to share. After reading a publication, people share the harvest in the spiritual and cultural experiences and forma "resonance circle", which are spiritual ideas exchange activities people cannot live without. In the past, to meet the needs of the spirit, people can only through interviews, letters, phone calls and other means of communication, which makes the contents narrow and the share of information audience extremely limited. Information dissemination of social networks presents charac-
teristics of "decentralization" and "information fragmentation", let everyone can become producers of information. This largely provides a powerful technical support for people to share information and exchange spiritual ideas, which makes the audience in the past only to receive information one way become "productive audience," who accept and publish information at the same time and exchange ideas anytime and anywhere. Thus, readers of the Internet age can initiate information sharing with richer content and covering audience with more extensive range.
3. Publication Marketing Strategies in the Internet Environment
Based on the readers' consumer behavior change in the Internet age and the new path publications of consuming development, the author suggests that the publication marketing promotion may use strategies as followed.
3.1 Accurately Search for Information for Readers
AISAS model emphasizes the consumer will search data before purchasing. In response to this characteristic of the Internet age readers, publications marketing can use the following methods to give readers quick, accurate information to find the target publication.
3.1.1 Using Cookie Technology for Precision Marketing
Using the search engine is the first initiative to obtain relevant information for readers on the network. Readers actively search for information on a certain interested topic, say, if they are interested in travel abroad information, the reader will enter the hot "travel" Location: French "Provence", Greece "Santorini", "New York City" and so on. During the process of online checking, the search engine will be able to use the Internet Cookie technology, record and dig readers' browsing history, content preferences and behavioral characteristics of reading, so that it can push various publications related to their travel destinations, thereby increasing publications marketing accuracy. This combined technology with search engine and Cookies can form a large database and regularly collect and record the fields of readers' interest. When browsing the Internet, information relating to the publication subjects will automatically embedded in a page, or appear at the top and bottom of the page, or on both sides of the page. This way of information push technology through the network Cookie deepen the memories of readers of the publication from a certain extent, and ultimately realize sales of publications.
Accordingly, the publishing house or a large online bookstore platform should optimize and integrate each network marketing channels and realize the fast link of multi-channels (such as through SinaMicroblogBook Recommending Channel directly link to Dangdang marketing platform).Also note that which groups of readers are particularly concerned about certain kind of keywords, which pages they stay longer, and then based on the results of these analysis to push the appropriate information to the target audience. To do so, it's not only possible to customize differentiated and individualized reading contents for readers to realize precision marketing, but also
adapt reader's consumption characteristics of the Internet age, allowing readers to simplify the information searching process and find the information needed by searching at first timing.
Using search engines to provide information to the readers has a feature of "Poly content, bulk communication", means that the flood of information focused on the cloud and sporadically transmit aggregated content network to the audience through various channels, and let each reader receive their own interest and tailored information. Thanks to search engine optimization, this way of information dissemination can achieve precision marketing through polymerization - dispersion - and polymerization.
3.1.2 Using Ranking of Bidding to initiatively push information
Baidu initiatively create Ranking of Bidding, the first search engine optimization marketing method and it occupies large segments of the search engine market, accounting for about eighty percent of the market share even more. Thus, the publishing unit can use ranking of bidding to easily find their unit site, display eye-catching Logo of the website in the "sponsored links", deepen the reader's impression and goodwill of the brand, and guide them further into the site , prompting the reader to implement later purchasing behavior.
In addition to ranking of bidding of websites, you can also bid by keywords for high value or bestselling publications, so that the potential target audience is more likely to search for information. For example, if someone is very interested with "big data" relevant information, he would want to get some systematic knowledge in this area. If he enters the keyword "big data" in the search bar, he can quickly get information about the conceptualization of big data, but most of the information is more fragmented, lacking of systematic description. However, readers' demand of learning big data related knowledge systematically is difficult to be fully met. If publishing units advertise relevant publications about Big Data through ranking of bidding, then when the reader search for "big data" information, the first in the search results to see is such publications, and by reading the Introduction, readers can easily know that this is exactly the systematic presentation on big data he needs. At this time, in order to meet their needs for knowledge, the reader can easily generate purchase motivation. In this case, as long as the publishing unit has relatively high brand awareness, easy way to sell publications and good service, then the reader's buying motives can easily be converted to purchasing.
3.2 Using Personalized Social Media to enhance "share" experience
"When human information dissemination enters the social media era, information dissemination has many characteristics such as real-time synchronization, decentralization, information fragmentation intensified and highly polymerized. Among them, productive audience and "circling" audience segments deprived from decentralized and fragmented information dissemination characteristics influence the most on book market-ing."(Xiaojun Wu & Gong Jie, 2012) The inherent social
media genetic trait of "sharing" is able to create contents to stimulate readers to share spontaneously. Publishing units should make the best of social media to carry out the digital marketing of publication.
3.2.1 Making full use of existing features of mainstream social media
Social media websites such as Dou Ban, Ren Ren, Sinamicro blogging, Wechat, etc. provide new space for readers to exchange experience, make comments and discuss ideas. Publishing units can strongly recommend the readers to subscribe publications online and push reviews and other information, at the same time, take advantage of the site's Q & A posts, QQ group, wechat groups, the official microblogging to comment interactively and leave messages backstage. The readers can easily to choose reading contents and interest groups by various "tags" setting. Accordingly, to make market segmentation, letting readers with different preferences enter the respective micro-group to evaluate and discuss.
The power of social media opinion leaders should not be underestimated; the professional field of elite has a strong appeal and cohesion. Thus, publishers can target specific publications, take the initiative to invite opinion leaders release hot topics and lead to extensive discussion of social groups.
Since social networks readers to share information spontaneously and therefore shared information has high recognition and credibility, making it easier to accept. Meanwhile, readers get to know people with similar interests and hobbies through social media who love to share the information which is very easy to resonate. In this way, there will be more people continue to release information to share reading experiences with others, so that the number of information-sharing exponentially increase to a very wide range. This subjective experience of sharing is actually secondary to promote its publications, and the effect is beyond reach of general advertising and promotions.
3.2.2 Developing New Functions of Social Media
Dangdang Reading Channel, Dou BanReading Channel and other reading applications are mainstream, but its features are relatively simple. They only recommend new books and book ranking and other basic columns and book reviews written by readers. In order to inspire readers to participate in interactive activities related publications, publishers should pay attention to the development of mobile phones, tablet computers and other handheld devices to create a virtuous circle of reading environment, and add more personalized features, to give readers a better reading experience.
The fun games have a greater appeal for readers. Therefore, publishers can try to set up some games in social groups, especially intellectual quiz game. Meanwhile, through personalized brand placement into the game, related publications will have an imperceptible impact on the audiences, and then lead the reader to co-page of book reviews and shopping Web sites to achieve consumer behavior. Publishers can also set some small gifts into the games, such as Get an e-book edition, sub-
scriptions or a best-selling book chapters, or purchase coupons, coupons points of publications and so on.
Hong Bao (Money as a gift) issued by social media is extremely popular, proving that it is loved by the majority of mobile phone users. Publishing unit can also use it as a tool in the reader's social group to attract more readers. For example, publishers can set the "LIKE" and send Hong Bao function for book reviews, if someone approve and support on the book club comments special approval and support, he or she can send a Hong Bao as a gift. In addition, publishers can also use Reader database resources, regularly and individually send Hong Baoto wechat active readers, or by issuing Hong Bao inthe group so that members of the group can grab Hong Bao to improve participation. The amount of Hong Bao can be flexible and in many forms like cash, cash coupons or discount coupons. This marketing tool of Hong Bao is to increase readership bonding degree with publishing units, inspire readers to share the fun of reading so that readers can maintain vitality and grow stronger.
3.3 Using Two-dimensional Code for Searching and Sharing
Publishing units should consider the readers as objects to exchange, and make full use of the information network to establish contact with readers, provide a convenient way for readers to search for relevant information and share experiences. To do this, the two-dimensional code can be used to establish network contact points for deep communication with readers.
Publishing unitscan cooperate with the famous TV reading channels (such as "Reading" of Science & Education Channel CCTV, Beijing TV Youth channel "Scholarly Beijing", Henan TV "Reading it together," Shanghai Arts and Humanities Channel "Tonight We Read, "etc.) to prominently display information about the books and the two-dimensional code account on public television program, to guide the audience to actively scan code and follow publishing unit and its publications and other information. Publishing units can also print two-dimensional code label on the outside of each book (such as the back cover, inside front cover, inside back cover or the flap).Thus, the reader will be able to easily access book information interface or wechat and QQ groups through scanning the code. Readers can not only directly get more information related to books, but also get interactive communication with the editors of a book or other readers. It is found that the sales of publications will be higher than simply through traditional distribution channels in the case of interactive reader participation and editors. Among communication groups set by editors, readers have a high degree of consistency of concerns and points of interest. Readers can conduct in-depth exchanges and discussions about books and publications and by inviting friends and recommendations, there will be new readers continually joining in the group. This will potentially increase sales and new growth points of interest. Meanwhile, when planning activities of readers' interest such as exchange activities offline, book clubs, book sign-ings, author meetings, book appreciation meetings, pub-
lishers can make full use of the two-dimensional code scanning to interface online and offline.
When using two-dimensional code groups for marketing, publishing unit should pay attention to ensure that all network marketing account has clear positioning and division, so that different accounts with different functions correspond. For example, the official account mainly publish information about new publications and product promotion, and each editor's personal micro-blog or wechat accounts are mainly used to interact with readers from editors' professional point of view. Such division of labor not only increases the reader's credibility, but also expands the level of influence of the brand. And after this marketing segmentation and personalized reading recommendations, it's possible to provide some publications dissemination channels for niche publications.
4. Conclusion
Information network environment is constantly changing, especially social media applications emerging all the
time. To grab the reader audience of the Internet age, publishing units should closely follow media trends, comply with the change of two consuming paths of "Searching" and "Sharing" in the online social media environment, try hard to meet the needs of readers and develop a new space of publications marketing in the new media environment.
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