Global Trends in Marketing Technologies to Promote Library Websites

Abstract

In recent decades, the scope of library activities has changed. In addition to providing traditional resources and services, today libraries themselves are becoming developers of digital content and providers of access to electronic content. The user base of libraries is also undergoing significant changes: there are changing the user generations, employment trends, areas of interest and habits. Realizing that marketing activities can increase user loyalty, form public opinion about both — a particular institution and libraries in general, increase the visibility of library resources and enlarge market share, the most active specialists are adapting marketing to the conditions of libraries operation. In 2019, there was organized the study on the websites of libraries in Russia, Australia, the United States and Canada, Western and Eastern Europe, Latin America, as well as in a number of countries in South and South-East Asia in order to identify the main trends in the organization of library promotion in the Internet environment. There were considered the websites of public, national, University and academic libraries. Library websites were analysed for the use of 10 most common tools in Internet marketing, such as: the transition to a modern web site design, effective linking with social networks, marketing in social networks (Social Media Marketing, SMM), the use of banner advertising, the availability of subscription to e-mailing, the publication of press and post releases, the presence of a blog in the library domain, the availability of content evaluation and sharing tools in social networks. The study conclusion was the identification of trends in the development of library sites over a large area and the compilation of heat maps, which clearly demonstrate such trends, where the libraries of the countries of North America, Australia and Northern Europe showed greater consistency with the parameters selected for the study; Central and Southern Europe, Russia and part of the countries of Latin America are in the transition zone, and the least compliance are found in the countries of South Asia. The most common means of promotion is the publication of press and post releases. Among the least used marketing technologies are blogs in the library domain, embedded video and Internet broadcasts, as well as work on optimizing sites for an audience from social networks.

Emotions as an Object of Information Exchange in Digital Culture

“…In Russia, much attention is paid to marketing technologies for promoting library sites. The most common tool is the publication of press and post releases, and the least used technology is embedded blogs, video, and Internet broadcasts, as well as website optimization for an audience from social networks [ 22 ]. It is also known [ 23 ] that the methods of communication between a library and its own readers require updating, the use of a variety of means for communication, exchange of information, the introduction of a wide range of opportunities for self-development and self-improvement of the user, and an appropriate experience appears.…”

Üniversite Kütüphanelerinin YouTube Videolarının Tanıtım ve Pazarlama Yönünden Analizi

“…Videoların kütüphanenin imajı üzerinde olumlu etkisine, iyi bir iletişim aracı olmasına (Blauer, 1995;Popova, 2020;Rykhtorova, 2020) ve pazarlama aracı olarak nasıl kullanılabileceğine dair ipuçlarını (King, 2018a) içeren araştırma çalışmaları da dikkati çekmektedir. Literatürde, videoların kütüphanenin, kütüphane kaynaklarının ve kütüphanecilerin tanıtılmasının, (Williams ve Peters, 2012;Henry, Vardeman ve Syma, 2012;Bremer, 2019), kütüphane hizmetlerine yönelik farkındalığı artırmanın (Hristov ve Wallace, 2006) ve videoların kütüphanelerde pazarlama amaçlı kullanımına yönelik sorunların (Hua ve diğerleri, 2015;Islam ve Habiba, 2015) ele alındığı önemli çalışmalar bulunmaktadır.…”

The Systematic Model for the Promotion of Library and Information Resources and Services

“…Предполагаемое развитие охватывает различные направления: представление библиотеки как информационного посредника, поставщика и/или навигатора в многообразном потоке информации, «третьего места»; обсуждается геймификация библиотечного пространства. Кроме того, перед библиотекой как социальным институтом стоит задача стать центром сообществ, выполняющих образовательные, морально-этические, мемо- тинговых технологий в онлайн-пространстве [7] и реализация концепции «жизненного цикла продукта» применительно к продвижению библиотечно-информационных ресурсов и услуг [8]. Раскрывалась также концепция маркетинговой политики применительно к библиотеке [9].…”