Marketing of Library and Information Products and Services – A Reoriented Digital Marketing Approach

Abstract

The purpose of this paper is to provide a new reoriented approach to the Marketing of Library and Information Products and Services for the survival of the libraries in the future. The paper tried to explore digital tools and techniques as a part of the reoriented approach. Libraries and information centers struggle mightily in the digital age to advertise their products and services to a wide variety of users. The digitally sophisticated audience cannot be reached or engaged with using traditional marketing techniques. This paper presents literature review of the available literature with a view on reorientation of Marketing of Library and Information Products and Services. Various digital marketing techniques are examined in the article along with their possible advantages and drawbacks. These include content marketing, social media marketing, search engine optimisation, email marketing, and analytics. This paper explores the way by which new products and services can be offered. The surveyed literature finds repetition of the work already done as well as the products and services on offer. There is hardly any new development or offerings. This paper presents original view of the author based on his experience and the surveyed literature. The paper is of extreme importance to the library professionals.