Digital marketing in independent libraries in the United Kingdom

Abstract

This article aims to investigate the approach to marketing and promotion adopted by independent libraries, with specific reference to the development of their digital presence. A three-phase mixed methodology approach was adopted which incorporated a website survey, a questionnaire, and telephone and face-to-face interviews. Data collection focused on the member libraries of the Association of Independent Libraries. Independent libraries are reluctant to engage fully with marketing and technology due to limited resources, fears over security and staff numbers, and a lack of familiarity with the concepts. In libraries where staff are already familiar with using digital technology, there is a greater uptake of digital applications on the library's behalf. The libraries can benefit from viewing their offer more flexibly and communicating with patrons in ways appropriate to their targets including the use of websites, email and Web 2.0.

Hidden gems? The cultural contribution of independent libraries in the United Kingdom and the United States

“…While some researchers have examined the responses of independent libraries to key areas for survival, including preservation (Fenn and Muir, 2003), marketing (Bishop and Rowley, 2012;Hopper, 2008), and the development of funding strategies, partnerships and collaborations, and the use of volunteers (Willson, 2005), no prior studies have profiled a significant group of independent libraries. This study therefore provides a platform for understanding the nature of independent libraries and their assets and activities that, according to the arguments put forward in Loach et al (2017), can inform future research into not only how these libraries can ensure the long-term sustainability of their organisations, but also how they can better articulate their value according to their contributions to cultural sustainability and the unique role that they play in preserving heritage and encouraging cultural vitality in their communities.…”

“…The few studies that do provide a contemporary perspective tend to focus on specific areas of practice, such as the preservation and conservation of collections (Fenn and Muir, 2003), the development of marketing strategies (Hopper, 2008), and the use of digital marketing (Bishop and Rowley, 2012). While such research is invaluable in helping to improve the prospects of independent libraries, it does not explore the complex nature of these organisations, and the numerous factors that inevitably affect their sustainability.…”

“…Commonly retaining original book collections, archives and artefacts within historic buildings, independent libraries are an important part of their communities' cultural heritage. Yet a continued struggle for financial stability faced by many independent libraries has meant that the future of this heritage is often at risk (Bishop and Rowley, 2012). Loach et al (2017) suggest that recent debates surrounding the importance of cultural sustainability provide a new impetus for ensuring the survival of such libraries, particularly as protecting cultural heritage and encouraging cultural vitality have emerged as two of the key 'story lines' within the related scientific discourse (Soini and Birkeland, 2014).…”

“…Secondly, we need to consider how these libraries can best sustain themselves and their cultural assets. There is some previous research into how independent libraries can improve their practices, for example with regard to the preservation and conservation of collections (Fenn and Muir, 2003), or the use of digital marketing (Bishop and Rowley, 2012; Hopper, 2008). Yet such research does not take into account the complex nature of these organisations and the numerous factors that affect their sustainability (Adams, 2010).…”

Cultural sustainability: A perspective from independent libraries in the United Kingdom and the United States

“…They continue to provide a unique cultural and social space for their communities, with collections that can provide fascinating insights into their users’ interests over the centuries and buildings that are often historic landmarks. Yet despite this, as with many organisations in the GLAM (gallery, library, archive and museum) sectors, financial instability and a lack of strategic planning means that many independent libraries face an ongoing struggle for survival (Bishop and Rowley, 2012; Forster, 1995).…”