Santillana Publishing has operations in 22 countries, mostly in Latin America and North America. Digital marketing, is an important tool in its communications strategy. To promote a new release, "depending on whether it is being published locally (Spain only) or globally (Spain and Latin America), we either develop a plan for all countries where the book will be published or design local campaigns" said Angeles Aguilera, Director of Marketing and Communication for Santillana Ediciones Generales.
The company mainly promotes itself in blogs, social networks and all conceivable supporting media, always looking for segmentation since "the web 2.0 is huge and one of the challenges is to know how to segment yourself,” says Aguilera. “After evaluating this issue, we work in a very basic way at spreading our message by word of mouth on the web." The company also sometimes creates traditional online advertising campaigns and targets customer sites, in addition to search engine placement (SEM and SEO), to achieve greater visibility.
Digital marketing is making up an increasingly larger percentage of companies’ communication budgets. In the case of Santillana, "it is simply a matter of profitability analysis,” says Angeles Aguilera.
“Traditional media is having an audience crisis, and readers and consumers in general are seeking refuge in the Internet. If we want to sell our books we have to reach them there. This requires investment and that is where we are focusing our work,” she explains.
Santillana registered 80,000 visits a day every time it updated its website with "Twilight" saga news, in addition to the good results from its 'Click Through Rate' (CTR), which Angeles Aguilera prefers not to reveal to avoid title comparisons.
Online advertising in Spain accounts for approximately 11% of the country’s total advertising pie. This increase has been boosted by Spain’s current economic crisis, which has had an especially strong effect on off-line advertising. As a result, the share of online advertising in Spain is much higher than that of online media in the U.S. Hispanic and Latin America markets, and the country’s digital marketing practices are now impacting these markets.
A significant number of SMEs and large Spanish companies are depending openly on online marketing, taking advantage of the boom in interactive media, blogs and social networks, keeping in mind the increasing trend in mobile marketing. In fact, companies are pursuing interesting digital marketing strategies, clearly integrating them into their overall plans.