Marketing of electronic resources: projects and experiences

Ellis, Rachel

doi:10.1629/1757

Cited by 7 publications

(6 citation statements)

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“…Washington State University (Bancroft et al, 1998) University of Connecticut (Betz et al, 2009) University of Sunderland (Edwards and Webb, 1999) State and University Library, Bremen, Germany (Ellis, 2004) Texas A&M University (TAMU) Libraries (Hart et al, 2001) Wayne State University (Holley and Powell, 2004) University of New England, Armidale, New South Wales, Australia (UNE) (Leong, 2007) Tanzanian academic and research institutions (Manda, 2005) University of South Florida (Metz-Wiseman and Rodgers, 2007) Trinity University (Millet and Chamberlain, 2007) University of Arkansas (Parker-Gibson, 1994) Science & Engineering (S&E) Library at UCSC (Soehner and Wei, 2001) University of Illinois at Urbana-Champaign (Song, 2006) Marie R. Kennedy. 2011.…”

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confidence: 99%

What are we really doing to market electronic resources?

Kennedy

2011

Library Management

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Purpose: This research identifies which marketing activities libraries are using to promote electronic resources and examines how libraries are measuring the successes or failures of their marketing plans. Methodology: This research analyzes the literature published in library science on marketing techniques for electronic resources in use at libraries; the corpus is composed of 24 documents published from 1994-2009. The literature is qualitatively analyzed to determine the techniques in use, the libraries' goals, targeted groups, budgets, and assessments of their marketing plans. Findings: Thirty-eight unique marketing techniques were discovered in the 24 documents consulted for this research. The four most popular techniques were patron training in a group setting, flyers/brochures, emails to patrons, and surveys. Libraries were generally unclear about stating the goals for their marketing plans but were able to easily identify the target of their marketing efforts. Budgeting was inconsistent among libraries included in this research; nine libraries reported having either no budget for marketing or did not mention budgeting in the article. Assessment was the weakest part of the marketing plans, with four libraries not documenting an awareness of the need for assessment and seven libraries noting an understanding of the need to evaluate their plan but unsure how to do so. Value: Based on this analysis it is clear that as libraries engage in marketing activities they should make themselves aware of general principles before beginning their plan. Special focus should be given to selecting activities that match the goals of the marketing plan and choosing an appropriate evaluation technique before beginning the marketing activities.

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confidence: 99%

What are we really doing to market electronic resources?

Kennedy

2011

Library Management

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“…This study employed an analytical research survey. First, based on the literature, 56 methods of electronic resources marketing were identified [ 4 , 7 , 15 , 17 , 22 , 25 , 32 – 34 ]. In reviewing these methods, duplicate items were removed or integrated into other methods, resulting in the inclusion of 44 methods in a checklist.…”

Section: Methodsmentioning

confidence: 99%

“…The literature indicates that academic libraries use various methods for introducing databases to their users [ 4 , 8 , 17 , 20 , 22 , 25 ], and some previous studies divided methods of marketing electronic resources into several general categories [ 26 ]. Some technological methods of marketing electronic resources, like web advertisement, are widely used by libraries [ 6 ].…”

Section: Introductionmentioning

confidence: 99%

Marketing methods for electronic resources in medical libraries: a study on the application of the analytical hierarchy process

Eskrootchi

Boroumand

2022

jmla

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Paired with the high cost of providing access to electronic resources in medical libraries, the inefficient use of these resources highlights the need for more efforts to promote these resources than ever before. In this study, electronic resource marketing methods were prioritized and the best strategies were determined using the analytical hierarchy process (AHP). Using an analytical survey of officials of medical libraries, the most common methods for marketing electronic resources in libraries were determined and divided into categories of strategies. Five important criteria for marketing strategies were also selected. Using AHP, pairwise comparisons were performed between the alternatives (i.e., strategies), which were evaluated against the selected criteria. Data analysis was performed using Expert Choice 11 software. A total of 44 electronic resource marketing methods were identified and categorized into 4 strategies. On average, 43.9% of these methods were used by the surveyed libraries. The AHP showed that simplicity was the most important criterion and that communication networks were the best electronic resource marketing strategy. Home/off-campus access, group training, library search stations, and marketing by individual librarians were the most preferred methods of marketing electronic resources. With the availability of a variety of different methods for marketing electronic resources, medical libraries must select strategies based on important criteria depending on the characteristics of the library, librarians, and users. Thus, the AHP can be an effective and practical solution to decision-making by mathematically prioritizing the selection of the best strategies from a set of alternatives based on differentially weighted criteria.

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“…This campaign consisted of placing printed handouts at reference desks and sending email advertisements to all undergraduate students. Ellis (2004) described some of the attempts to market electronic resources at an academic library by providing training courses. The study revealed that fewer people attended general training courses than custom presentations about subject-specific databases.…”

Section: Literature Reviewmentioning

confidence: 99%

Targeted awareness: promoting niche resources using confirmation emails

Rennick

Camacho

Spackman

2020

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PurposeThe purpose of this paper is to examine the effectiveness of a targeted email advertising method that informs university students about library resources relevant to their major.Design/methodology/approachOver the course of one semester, students with business and communications majors who reserved group study rooms received customized confirmation emails that included targeted advertisements for library databases. These advertisements invited students to click a link that led to a database related to a student's major. Near the end of the semester, students were invited to complete a short survey about the advertisements. Survey questions were designed to discover whether the advertisements were seen and to measure database relevancy. The survey also gathered participant perceptions about the value of this targeted awareness advertising approach.FindingsOverall, the technique of appending database advertisements to reservation emails proved ineffective; very few students recalled seeing the advertisements or clicking the links. On the positive side, this study showed that very few of the survey respondents disapproved of receiving advertisements. Another positive result was that a majority indicated the selected library databases were relevant to their needs. Respondents also offered suggestions for improving this marketing technique.Originality/valueThis research introduces a novel, unobtrusive approach to advertising library resources to a targeted audience. The results can be used by library administrators as a starting point for experimenting with similar (yet improved) methods of sharing information about relevant library resources with specific user populations.

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Marketing of electronic resources: projects and experiences

Cited by 7 publications

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What are we really doing to market electronic resources?

What are we really doing to market electronic resources?

Marketing methods for electronic resources in medical libraries: a study on the application of the analytical hierarchy process

Targeted awareness: promoting niche resources using confirmation emails

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