ABSTRACT
This chapter explores the digital environment for publishers in relation to digital marketing. It provides an overview of issues that impact discoverability from recommendation algorithms, SEO, big data, marketing analytics. It explores the paid earned owned model for marketing and how publishers are developing approaches to developing consumer insight; different ways to capture data on readers supports this. It considers both social capital in terms of authors’ self-promotion and information capital in the way publishers must make use of data to build effective and targeted marketing strategies. It looks at social network environments such as social reading platforms as well as the importance of user-generated content and word of mouth marketing via influencers such as those found on #booktok, #bookstagram as well as bloggers and BookTubers. It concludes with a look at the way these digital spaces can provide important ways to understand and attract new diverse audiences.
