Do Libraries Need to Market Their Services and Resources?

Kaushik, Anna; Pandey, Shweta

doi:10.1108/978-1-80043-656-520201023

Cited by 1 publication

(1 citation statement)

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“…There is a residual feeling that marketing is somehow inappropriate for public service institution such as library [12]. The question often asked Do Libraries need to market their services and resources and the answer to this is of course yes, as because the library services, resources and products cannot sell or market themselves unless any marketing techniques do not apply on them, therefore there is a need to apply some marketing techniques to market the library services, resources and products to targeted users [5]. Libraries and information centers should first modify their marketing plans so as to effectively advertise their products and services in today's digital era.…”

Section: Introductionmentioning

confidence: 99%

Marketing of Library and Information Products and Services – A Reoriented Digital Marketing Approach

Sonawane,

Thirunnavukkarasu

2023

IJRITCC

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The purpose of this paper is to provide a new reoriented approach to the Marketing of Library and Information Products and Services for the survival of the libraries in the future. The paper tried to explore digital tools and techniques as a part of the reoriented approach. Libraries and information centers struggle mightily in the digital age to advertise their products and services to a wide variety of users. The digitally sophisticated audience cannot be reached or engaged with using traditional marketing techniques. This paper presents literature review of the available literature with a view on reorientation of Marketing of Library and Information Products and Services. Various digital marketing techniques are examined in the article along with their possible advantages and drawbacks. These include content marketing, social media marketing, search engine optimisation, email marketing, and analytics. This paper explores the way by which new products and services can be offered. The surveyed literature finds repetition of the work already done as well as the products and services on offer. There is hardly any new development or offerings. This paper presents original view of the author based on his experience and the surveyed literature. The paper is of extreme importance to the library professionals.

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Section: Introductionmentioning

confidence: 99%