What are we really doing to market electronic resources?

Abstract

Purpose: This research identifies which marketing activities libraries are using to promote electronic resources and examines how libraries are measuring the successes or failures of their marketing plans. Methodology: This research analyzes the literature published in library science on marketing techniques for electronic resources in use at libraries; the corpus is composed of 24 documents published from 1994-2009. The literature is qualitatively analyzed to determine the techniques in use, the libraries' goals, targeted groups, budgets, and assessments of their marketing plans. Findings: Thirty-eight unique marketing techniques were discovered in the 24 documents consulted for this research. The four most popular techniques were patron training in a group setting, flyers/brochures, emails to patrons, and surveys. Libraries were generally unclear about stating the goals for their marketing plans but were able to easily identify the target of their marketing efforts. Budgeting was inconsistent among libraries included in this research; nine libraries reported having either no budget for marketing or did not mention budgeting in the article. Assessment was the weakest part of the marketing plans, with four libraries not documenting an awareness of the need for assessment and seven libraries noting an understanding of the need to evaluate their plan but unsure how to do so. Value: Based on this analysis it is clear that as libraries engage in marketing activities they should make themselves aware of general principles before beginning their plan. Special focus should be given to selecting activities that match the goals of the marketing plan and choosing an appropriate evaluation technique before beginning the marketing activities.

“Pretty Rad”: Explorations in User Satisfaction with a Discovery Layer at Ryerson University

“…5 The online questionnaires were voluntary, and the investigators sought feedback from the entire Ryerson community. After receiving approval from the university's Research and Ethics Board, the team promoted and launched the surveys in October 2011.…”

Digital Library Development in Australia

“…Librarians have used various methods and techniques of marketing in order to influence faculty and visitors to come to the web site and use the digitized materials and records. According to Kennedy (2011) some of the types of techniques included internal and external email, online social networks, screen savers, usage statistics, web page alerts, bookmarks, banners, posts, calendars, brochures, giveaways, newsletter, direct mail, patron training, staff training, faculty/professionals as marketing tools, phone calls, surveys, and word of mouth. The previous list is by no means the entire list included in Kennedy's article but just an example of some of the techniques and methods used by digital libraries.…”

“…The previous list is by no means the entire list included in Kennedy's article but just an example of some of the techniques and methods used by digital libraries. She goes on to make the point that there is no one particular method preferred by any type of digital library but they all try different things according to their theoretical bent (Kennedy, 2011). Kotler and Levy's (1969) seminal work makes the point that in order for marketing to be effective it requires a customer orientation instead of product orientation still holds true.…”

Marketing of Electronic Resources in IIT Libraries

“…Direct selling (Word-of-mouth or personal selling), print brochures, posters, giveaways, open house, workshops, library catalog, research guides/webliographies, newsletters, website, targeted e-mail, RSS feeds, course management systems, and advertising are some of the techniques commonly used by libraries to promote their e-resources 11 . In a review of 24 studies on marketing of e-resources published from 1994-2009, Kennedy 12 found 38 unique marketing techniques in use. She has grouped these techniques into four categories: …”