43 E-Marketing: The LibraryPerspective - Niranjan Mohapatra 12. CONCLUSION
Recent technological advances have made it possible for the provision of information products and services to move out of the restriction of physical brick and mortar buildings and be made available to the community of users and learners anywhere in the world. The libraries can apply classic marketing principles to attract and better serve new generations of users. Although libraries no longer have a monopoly on information sources, libraries do offer value‐added service. E-marketing however requires a fresh look on the components of the marketing mix and the
invitation to participate in the survey was posted to a variety of professional listservs (e.g. prtalk, which focuses on librarians who engage in promotional activities) and other online librarymarketing groups. Potential participants had up to one month to complete the survey, after which it was taken down. In an effort to increase response rates, participants were contacted multiple times (one initial email to each listserv or group and then one follow-up). Also, an incentive to participate was offered (a chance to win a $30 Amazon gift card). No personal information was requested in the online survey; thus, participants remained anonymous. Voluntary consent for the online survey was obtained on the first page of the online survey. For simplicity and brevity, only responses from participants working in public libraries in the United States were analyzed. Participants were asked if they currently work in a public library in the United States and if they answered in the negative, they were redirected to a page thanking them for their interest.
E-commerce means buying and selling electronically and internet is a medium which is highly associated with e- commerce and helps in buying and selling in electronic market.
Table 1 shows the data regarding internet users and growth rate in different regions during the period of 2000- 2003. According to table, total (overall) growth rate of internet user was (27.96) and this was highest in the era of 2000-2001. Considering each region separately, the results were totally adverse. The growth rate was increased in 2001-2002 in each region except other countries then it was decreased in 2002-2003 due to the decrease in internet users in all regions
In 1965, Gordon E. Moore published a paper citing an observation that over the history of computing hardware, the number of transistors on integrated circuits doubles every two years. The observation, which became known as Moore’s Law, turned out to be correct and it’s expected to remain a consistent trend until around 2020. The explosive growth in computing capacity over the last decade has had a profound impact on the world’s ability to capture and retain information… and ultimately analyze that information. According to a study from eBay, the volume of business data worldwide, across all companies, is estimated to double every 1.2 years. It’s staggering to think about the volume of customer data that is collected in tools that power the customer experience for a consumer-facing enterprise: ERP, web analytics, CRM, social media monitoring, social media marketing, campaign management, offer management, suppliers, outlet, and the list goes on. It is estimated that Walmart handles more than 1 million customer transactions every hour, which is imported into databases estimated to contain more than 2.5 petabytes of data — the equivalent of 167 times the information contained in all the books in the US Library of Congress.
social marketing is not just a one time business transaction. The goal of social marketing is to build a long-term relationship between your organization and it’s different audiences. The success of ITC’s e-choupal for upgrading farmers lives shows how a well-planned social marketing campaign can influence the way society thinks and acts. There are two keys to social marketing for organizations , firstly you must understand the attitudes of the society in which your organization exists, secondly you must tackle your social marketing campaign in an orderly step-by-step.
The availability of full-text publications in resources such as ABI-Global have increased the profile of the social science e-journal, but has this trend in provision meant an increase in access? Indeed, without proactive marketing of these services by the library, is there an awareness of them? Is it a fact or myth that academics in the arts still shy away from electronic information? What about services such as Literature Online?
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Home / Spectrum Blog / Marketing Your Library: Thinking Outside the Box
BY: Marcia Dority Baker | November 24, 2015 at 11:15 AM TOPICS: marketing, law libraries, budget, time
“Marketing” is a ubiquitous term applied to almost anything. Market your brand. Market your name. Market your product. Market your library. “Market your library” sounds a bit odd – maybe because in academia we don’t think we need to market our library. We’re a firmly established part of the institution. We may change over time, but it’s unlikely we’ll disappear, and any “marketing” we do probably will not result in more funding from our parent institution. But marketing, even in academia, is important because it helps advertise the value we bring to our institutions. We’ve been talking about Marketing a lot over the past few years in presentations (e.g., “Twenty Dollars a Day: Marketing Your Library in Challenging Economic Times”, Marcia Dority Baker and Stefanie Pearlman, MAALL Annual Meeting, 2009) and in articles (e.g., “Tweet Treats”, 14 AALL Spectrum 18, 2009) and would like to revisit the topic and offer new suggestions. Marketing is frequently associated with large outputs of money and long, highly strategized advertising campaigns. Are there ways to market without investing large sums of cash and placing high demands on your library’s time or space? Sure. At the Schmid Law Library we market our library in a number of relatively inexpensive – money, time and space – ways. Our marketing has helped us establish ourselves as an important part of our law school community.
The expenditure of all the resources like print, e-resources, equipped expenses, facilities are ever-increasing gradually, to improve these expenses to a few amount libraries can spread out their services to the other clients/users. This is simply probable once concerning successful promotional policies.
U drugom dijelu anketnog upitnika roditelji/skrbnici mogli su iznijeti svoje mišljene, ali i savjete za poboljšanje usluga koje pruža školska knjižnica. Bila su im postavljena tri pitanja na koja se tražio iskreni odgovor. Analizom odgovora zaključak je kako su roditelji/skrbnici za sve aktivnosti koje provodi školska knjižnica najviše informirani preko svoje djece (koji su ujedno učenici škole). Utvrđeno je kako je drugi najefikasniji izvor informacije preko web stranice škole. Nekolicina ispitanika ističe kako informacije dobivaju od učiteljice, rjeđe na roditeljskim sastancima, a češće putem poruke na WhatsApp aplikaciji. Na drugo pitanje, od ispitanika se tražilo da navedu način na koji bi željeli biti informirani o aktivnostima koje se provode u školskoj knjižnici. Utvrđeno je kako bi većina takve informacije željela naći na web stranici škole. Drugi najčešći odgovor je putem e-mail adrese, dok bi pojedini roditelji informacije željeli dobiti direktno od školskog knjižničara ili putem raznih društvenih mreža na kojima su aktivni. Također, utvrđeno je kako su odgovori na treće pitanje najkorisniji. Pitanje je tražilo mišljenje ispitanika o promotivnim aktivnostima i načinu na koje bi te aktivnosti trebalo poboljšati. Velika većina ispitanika smatra kako bi se prostor knjižnice trebao preseliti s trećeg kata u prizemlje jer bi na takav način knjižnica bila vidljivija i učenicima, i roditeljima. Roditelji ističu kako bi se knjižnica trebala osuvremeniti i modernizirati te da bi se u njezinu prostoru trebale organizirati razne učeničke aktivnosti, izložbe učeničkih radova (likovnih i literarnih), ali i dodatna nastava. U Tablici 3 prikazana je analiza drugog dijela anketnog upitnika za roditelje/skrbnike. Uz pitanja su navedeni i dobiveni odgovori roditelja/skrbnika.
The third area of questions asked faculty whether librarians had provided presentations (library instruction) for their extended educa- tion students. Only 15% of faculty stated that they had invited the Subject Specialist/Liaison Librarian to give instruction to their dis- tance students. Of those that marked ‘‘yes,’’ instruction was provided by a variety of means: satellite television, e-mail or class listserv, videotape, and live appearance at class. Seventeen percent of faculty indicated they had invited the Distance Education Coordinator to pro- vide instruction for their extended education students. The instruction was provided through satellite television, in-class presentations, U.S. mail, and written materials that were scanned into programs. Two faculty comments indicated that the presentations were ‘‘good’’ or ‘‘helpful’’ while another stated that she was unaware that librarians could provide this service.
We are living in the age of information and communication technology. With the advent of digital publishing libraries are going from traditional to digital. At present, the demand of digital information is increasing on their desktop. Internet services are cheaper than before. Internet can great help to library professionals in marketing of library services. Any type of data, information can be sent or receive through internet services. Libraries can be members of developing library network (DELNET) and Information services for library networks (INFLIBNET) etc. After getting registered the users with any of the above or other networks, library can download the passwords of registered users from that network agency, and distribute its users. Users can use unlimited e – resources in form of e – book, e – journal or other information in digital form.
Like most of us in today’s world, faculty are inundated with mail and e-mail. Sometimes e-mail
communication can get scanned and deleted too easily; information brochures can be quickly recycled. What really makes a difference and stands out is personal communication. This is true in the consumer products category, but is also true in our promotional activities to faculty. The best promotion for the library comes from those that work there, and the best way for that message to be received is via in- person communication. The library brand is something each of us that work in the library is responsible for; every interaction we have with patrons, whether it is at a university social event, a transaction at the reference or checkout desk, or a chance encounter with a student shelver – we must all be aware of the image of the library that we are actively creating. The more positive these interactions and
Participants in the qualitative stages of the North West study were asked to identify and discuss challenges faced by Schools Library Services from operational, organisational and regional perspectives. The most significant challenges facing Schools Library Services in the North West on an operational basis relate to running the service as a business within a public sector remit and culture, with “survival” in general quoted as the greatest challenge of all! It was noted by respondents that Schools Library Services staff are trained as librarians, and that it is often difficult for them to acquire the business acumen and skills required for the efficient and effective running of such a service, which is very different to other public library services. Other problems lie within the business process itself, including the service’s reliance upon profit margins (i.e. only having available to spend the income generated from schools buying in to their services), and the fact that any income generated is protected by the governing authority – the services themselves are not able to ‘carry over’ income from one financial year to another and are therefore not able to develop the service based on their own earnings.
The fifth law, that the library is a growing organism (Ranganathan, 1988) states that libraries will continue to grow in the future. Perhaps we can look at digital information and conclude that the growth is not as pressing from the point of view of physical space, although this remains something that libraries struggle with. Even in the digital world, the analogue continues to be important. Book publishing remains healthy, and indeed a much less expensive endeavor than it was in 1931. Libraries will continue to struggle with space problems. This is reflected in the statistics of information generation and the acquisition of information resources of libraries of any type. Even the presence of e-resources does not stop the acquisition of new print material, and the pace at which they grow has not
BULGARIA – DIGITAL RESOURCES – LIBRARY WEBSITE – MANAGEMENT – PUBLIC RELATIONS
Abstrakt: Przedstawiono najlepsze praktyki w tworzeniu i utrzymywaniu domowych serwisów WWW w bibliote- kach bułgarskich, skupiaj ą c uwag ę na mo ż liwo ś ciach wykorzystania stron internetowych jako narz ę dzi zarz ą dza- nia bibliotek ą , marketingu i public relations. Za istotne w tym kontek ś cie uznano kreowanie przez biblioteki wła- snych zasobów elektronicznych – biuletynów, kolekcji linków, bibliotek cyfrowych, wirtualnych wystaw, programów edukacyjnych itd. Ze szczególnym naciskiem podkre ś lono potrzeb ę zapewnienia równego dost ę pu do tych mate- riałów u ż ytkownikom niewidomym przez udost ę pnianie bibliotecznych stron WWW w równoległej wersji tekstowej. Wyra ż ono przekonanie, ż e projekt tworzenia serwisu internetowego w bibliotece powinien zakłada ć prac ę w ze- społach zadaniowych odpowiedzialnych za poszczególne typy zasobów i kolekcje tematyczne. Celem istnienia serwisów jest bowiem oferowanie bogatych, u ż ytecznych i atrakcyjnych zasobów, tworzonych – bez dodatkowych kosztów – w oparciu o zbiory własne biblioteki, dzi ę ki kreatywno ś ci zatrudnionych w niej specjalistów.
E-marketing remains the most effective antidote to remedy poor patronage and sustain library services in Nigerian academic libraries. E-marketing is the process of utilizing information technology in the conception, distribution, promotion and pricing of goods and services that satisfy individual and organizational objects. The financial times (2015) described it as an umbrella term for the marketing of products and services using digital technologies, mainly on the internet. The Chartered Institute of Marketing (2017) viewed it as the electronic management process responsible for identifying, anticipating and satisfying customer requirements profitably. In the library point of view, it is conceptualized as the process of creating awareness of the existing resources and services in the library using digital technologies. The application of digital tools such as email and web 2.0 technologies helps create awareness of the existing resources and services in the library. Aloysius, Eyo & Effiong (2017) enumerates web 2.0 technologies useful in marketing library’s resources and services to include Wikis, blog (web log), Facebook, Podcasts, Really Simple Syndication (RSS 2.0), Instant Messaging (IM), Flickr, Twitter, Tagging, Myspace, YouTube and email. The combination of text (websites, email, Facebook) and video (YouTube and Instagram) digital tools and its implication on marketing of academic library resources will be examine in this study.
The e-marketing in India is estimated to grow at 30 percent year on year. India's e-tailing has the potential to grow to US$ 76 billion dollars by 2021. This would be possible if a large part of India's rural population is bought under the fold of internet usage and made access to online shopping. E-retailers also need to instil confidence to their customers with prompt delivery of goods, giving discounts for bulk purchases, delivery of quality products and on time. The internet lies at the centre of the digital economy, and it is also responsible for the changing innovation that we see today. The World Wide Web has become a vibrant market place of ideas and innovations which allows the talented individuals best products and innovative services to rise to the top. It empowers the entrepreneurs to experiment with new technologies and business models for its young and increasingly urbanising consumers.
13. Challenges of Marketing in Library and Information services
To accept the challenges, libraries have to conduct surveys of the users and on the basis of these surveys they
have to analysed the needs of their users and accordingly acquire the reading material, products, online databases, e- books etc. To make the collection is heavy user, libraries have to convert their print collection into electronic media and made it available to their users by considering the copy right issues. There is lack of financial budgetary provisions in the libraries. Every year budget is not increased proportionately. Continuous training programs are to be organised for students and staff of the library.
services visible to end users and to one another. Maness (2006) defined Library 2.0 as “the application of interactive collaborative and multimedia web-based technologies to web-based library services and collections.” It is the application and implication of web 2.0 principles and technologies in the field of library and information services. Libraries and information centers can underscore the importance of Library 2.0 because it breaks the cycle of “plan, implement, and forget” that many services and plans suffer (Miller, 2005). Library can be a part of web 2.0 by harnessing the concept, principles and technologies for rendering exemplary services to user in electronic world. It is a framework for incorporating all changes made at all levels in the management of library. Now librarians must begin to use this Web 2.0 application if they want to prove themselves just as relevant as other information providers, and start delivering experiences that meet the expectation of the modern user in the information-rich world. It should be a relentless drive to seek new ways to allow communities to seek, find and utilize information in a productive way.
In responding to the needs to provide eLearning support. Librarians have worked immensely translating what they do in a traditional library into virtual or digital environment while customizing their services, and resources for e- learners. Traditionally, libraries offer circulation services, inter library loans, information desk, reference desk and library instruction. To serve learners connected to their institutional library primarily through a computer network, librarians are providing remote access to, and electronic delivery of, library resources and using communication technologies to deliver electronic reference service and instruction support.