Internet Bookstore - How to Market It?

Our assignment this week was to create a plan for a company's communication in the network society. We had to come up with a new company that doesn't exist yet and figure out what that company sells and to whom.

What is the company?

An internet based book store, that sells both concrete copies of the books, and also virtual versions, e-books. Books differ from all kinds of genres to all kinds of origins. All books are not available in both forms, both that is the company's aim. All the registered customer's also have an account on the site, where you can save your e-books. You can access to that account on every device that has an working internet connection. When you purchase a book, you can also automatically download it straight to your computer or other device. Books are able to be read on tablets and phones through an app, that is free of charge. You can this way have a reach for tour purchased books anywhere you want.

To whom are the company's products aimed at?

This company is for every person who is eager to read and/or collect books either virtually or physically. Company's products cover a large audience and there are books for every age, gender and interest. Customers who are keen to virtual downloads and e-books can also gain a lot from this company. Streaming is of course wireless and very easy.

Where in the social media can the company be found?

This bookstore can be found in a lot social media outlets. One of the most largest of these is Facebook, where the company has an own page, where new releases and news can be found. Also adverts from the company can be found on Facebook's sides, especially when a person has an interest on books.
Twitter is another big outlet, where all the same information that comes in Facebook can be found. Other social media outlets are for example Instagram, where the company can be found uploading quit often, mostly of the new releases and maybe host a photo competition every now and then.
Also on blogs where a person has an interest for books, can this company be advertised and it's products displayed on the sites. Blogposts can be made of the books and the bloggers can cooperate with the company. There can also be ads of the company on YouTube on the start of different videos. The company also has an own YouTube channel, where it frequently downloads book-related videos.

What are some effective marketing strategies company has?

This bookstore does not have any shipping costs, even with the physical products. This makes it easier for the customers to place an order. The variety in the books is also a selling point for the company, because the products vary so much and really fit for every one.

One of the marketing strategies is spreading and using QR-code. The company's code guides the device straight to the company's website. There can also be codes that guide you straight to a single book or a category in the shop. Pictures of the codes can be spread in a lot of different places around public places in a sticker form. For example on public traffic, street adverts and in school hallways. They can also be spread in libraries, although that would probably not be legal according to law.

There can be different sales according different holidays ans seasons. Also discounts for students and elder people are important, and a good selling point for the company. Specially school books can be purchased with a student discount all over the year. It is important to get people interested in the company on special times. For example over Christmas time the sell numbers can be increased a lot if the advertisement is on point.

It is also very useful for the company to have tracking on the site, so you can see where from social media the customers come from. This way the company can really focus on that social outlet and really increase it's potential in the number of customers. This way it is also easier to find sponsors for the company, when you can reference to a number of visitors on a social outlet.

SWOT- analysis is always a good technic to use. (Strengths, Weaknesses, Opportunities and Threats) This analysis can be used when the marketing strategies are made. It is important to know where you lack knowledge or talent and on the other hand, where you are more strong and can really shine.
Developing the company is always important as well, and turning your weaknesses in to strengths. You have to change and keep up with all the new inventions to succeed, especially when the business is so addicted to social media and digital world.

Written by Jonna Sulkanen