Digital information marketing initiatives

Abstract

Purpose: The purpose of this paper is to analyze the digital marketing initiatives taken up by the central universities of northeast India through their library websites to promote the use of their information products and services by their clienteles.Methodology: For the present study, websites of nine central universities of northeast India have been surveyed for evaluation. All features of the websites have been examined. A checklist has been designed for collecting the necessary data. To analyze the results, simple statistical calculations were used.Findings: It is found that the majority of the library websites (66.69%) have a direct link to the parent website, and they provide general information, such as library rules, library team/staff, about library, library staff directory, timing, library notices, news, and events. With regard to language, 77.77% of the websites used both English and Hindi languages. The majority of them also provide information about services such as OPAC, internet access, circulation, membership, current awareness service, reprographic service, anti-plagiarism, library orientation, and newsletter. However, the University Libraries under study are yet to exploit the full potential of the website as the clienteles are lagging behind the effective use of the same. The use of social networking sites by the libraries, as the study shows, is also not much encouraging.Research limitations: The paper is limited to nine central university libraries of northeast India. Researchers in the future can take up other problems associated with private and state-owned universities in this regard.Practical implications: Central universities of northeast India must come forward to improve their library websites featuring other portals and provisions to enhance in marketing their information products and other services in the digital environment to serve the community effectively.