Research On Micro-blog Book Marketing In The New Media Era

Micro-blog marketing came into fashion with the emergence of micro-blog. It features on wide-spreading range, low cost, powerful interactivity, high degree classification, easy sharing approaches, and rich content. With these features, marketers gradually formed various styles, namely newsletter style, topic style, celebrity style, and activity planning style. Meantime, it also provides a new book marketing platform in terms of lowering marketing costs, accelerating book sales, training accurate target audiences, showcasing three-dimensional products, and setting up communication networks. There are more and more publishers and distributors taking advantage of this new marketing approach while at the same time there are also various problems come up. Beside the weakness of micro-blog, problems also include content singularity, insufficient followers, isolated platform, one-way communication channel, as well as low marketing proceeding. Aiming at improving the efficiency of micro-blog book marketing, this research is conducted by means of documentary reference, case study and investigation in the new media era.It concludes not only with latest changes of micro-blog book marketing in the new media era, but also purposeful practical measures like expanding follower numbers, building overall image with good micro-blog content, controlling new post frequency, selecting opinion leaders, creating popular effects, strengthening relationship, co-marketing in cross boarders, and focusing on interaction and book quality. In addition, there’s also a good range of selected case studies showing problems and challenges in micro-blog book marketing.