You ever wonder why the two types of marketing out there with some sort of mystique are called viral marketing and guerilla marketing? I do.
So here's the deal. With the compacting of the publishing industry into (temporarily) one of a more direct, from author to audience, type of model, there will be an increase in viral and guerilla marketing that is going to be taking place in the interweb. Soon you'll have more and more authors and publishers creating and maintaining online communities and places where they can get creative with wholesome marketing.
What is wholesome marketing you ask?
I'll tell you.
Wholesome marketing is a term that was invented about 3 minutes ago when I sat down to type up this blog. It is a term that is concerned with the execution and implementation of some sort of worthwhile goal and product. While I am only focusing on books, others could use wholesome marketing ideas to promote community acupuncture, raw chocolates, environmental law services, whatever. It basically is concerned with the marketing and selling of some sort of product that doesn't hurt or harm anyone. Period. I'm sure there is some way to say that one or more of those products do some sort of damaging thing, for all intents and purposes, they don't.
Anywho, this brand new virtual marketplace and collapsed business model is directly concerned with making a conceptual place where the work in question is something worth owning. And that's good for everyone, right?
It's not good for the mega conglomerates that are vomiting money. Border's is probably done at the end of the year.. So we're left with some creative options. Look here for some good things that are being done in the publishing world and you'll see that all is not lost.
It's up to the guerillas and the viruses now.