Library marketing: moving between traditional and digital strategies

Abstract

Purpose -The purpose of this column is to provide several discussion themes on which to muse regarding the strategy of library marketing in today's technology-rich environment. Design/methodology/approach -It involves literature review and commentary on this topic that has been addressed by professionals, researchers and practitioners. Findings -Moving between the traditional model of library marketing to the cutting-edge model is occurring through the numerous digital communication tools used everyday. Not only must the library rely on these modes of marketing they must also recognize that their patrons share that space with them and the many contacts each one of those patrons has as well, thus potentially expanding the library audience and therefore positively expanding its user base. Originality/value -The value in addressing this issue is to examine approaches to marketing library services in an effort to present the reader with several discussion points on the topic.

La biblioteca pública como comunicadora

“…"Es necesario que la biblioteca se proyecte hacia afuera y asuma el papel que le corresponde en la educación, en la enseñanza y en la formación y difusión de los recursos culturales del país" (Suaiden, 2002, p. 333). La biblioteca debe abordar regularmente el tema de la relevancia en su función como un servicio indispensable en la comunidad (Massis, 2014), y para ello cuenta con las herramientas comunicativas para hacer llegar a esta comunidad su trascendencia como institución. Yeates (2003) insistía en la idea de que no basta con hacerlo, hay que publicitarlo.…”

“…Se requiere de una adecuada planificación. Los recursos para mantener múltiples vías de comunicación para promocionar los servicios a una gran base de usuarios son limitados, por lo tanto, deben utilizarse estratégicamente y maximizando su efecto (Massis, 2014).…”

Transforming library communication: from Gutenberg to Zuckerberg

“…Traditionally, the library has been studied as a cultural phenomenon and has been looked at from a historical perspective (Harris, 1995;Volodin, 2002;Kikas, 2011). In recent years, the library has more and more been talked about from technological and marketing angles (Robinson, 2010;Einasto, 2014;Massis, 2014). The nature of the library is still communicative, as it executes its basic aim -meeting the need for information -through communication.…”