Monitoring open information sources about the book publisher’s activities as a source for marketing campaign organizing

Abstract

The purposes of the article are to conduct information monitoring of Ukrainian book publishers on the basis of open information sources and outline recommendations for further marketing campaigns. The research methodology uses the tools of the modeling method: problem statement, creation and analysis of the model. The application of the principles of integrity, hierarchy and structure allows us to consider the analysis of information about competitors from open sources as part of the marketing activities of the enterprise. The scientific novelty of the article is the expansion of theoretical knowledge in the use of open information about the activities of enterprises. The article identifies the key characteristics of participants in the competitive environment of the book publishing market of Ukraine; proved that the key players in the market are the publishing houses «A-ba-ba-ha-la-ma-ha» and «Old Lion Publishing House», the marketing strategy plan for increasing the target audience was specified. Conclusions. The article has showen that the key result of any information and analytical work on competitive intelligence for companies in any industry, in particular, publishing, is to make the right management decisions that will not only retain the existing target audience, but also increase it by new customer account. The result of the analysis of open information sources proved the need to use a strategy of protection against key and direct competitors (loyalty systems for regular customers; closed groups in various groups on social networks for regular customers, etc.). In order to increase the target audience, it is necessary to develop a strategy for attacking weak direct competitors (creating quality content on social networks, including advertising for bloggers; holding various raffles; thematic discounts, promotions). Strong and indirect competitors are also a threat to business. But the key difference from the strategy against direct competitors is the difference in the main characteristics of the product. Despite the common target audience, the range of books is slightly different, which affects the strategy of work, including the advertising campaign. Keywords: book publishing, competitors, promotion, open sources of information.