Marketing information services in the digital age: Viewpoints from academic libraries in North America and the Asia-Pacific Rim

Abstract

Digital libraries, institutional repositories, electronic journals, aggregator services, and open access publishing are just some of the new digital resources and services that are impacting libraries and information centers around the world. Marketing these new resources and collections is even more important in this new digital age, especially when some are challenging the value and worth of academic libraries. In the past, different audiences and patron groups with different expectations generally required different marketing strategies. But is this true in the digital age? This poster will compare and contrast the marketing strategies of academic libraries in North America and the Asia-Pacific Rim, focusing on shared strategies and new methods of reaching and convincing audiences of the value of academic libraries, which are key players in the new digital age, linking users with an ever more complex array of digital resources and services. The presenters will cover such topics as branding digital resources; imbedding marketing into training and instruction; forms of electronic marketing including newsletters and web logs (blogs); and integrating marketing into user needs surveying. © Springer-Verlag Berlin Heidelberg 2004.