Innovative Digital Marketing Strategies of Academic Library Services in Global Era

Gamit, Rajeshkumar, Patel, Jashvant and Patel, Bhagyesh Innovative Digital Marketing Strategies of Academic Library Services in Global Era. Innovative Digital Marketing Strategies of Academic Library Services in Global Era, 2021, vol. 9, n. 9, pp. 30-43. [Journal article (Paginated)]

[thumbnail of IJRHS.pdf]
Preview
 Text
IJRHS.pdf
Download (653kB) | Preview

English abstract

This research study describes and scrutinizes the importance of digital marketing in academic libraries. Now a day's libraries are needed to escalate their presence in the digital environment and librarians and users need to explore effective digital campaigning and promotional activities for closer to the user community for better services and make aware of the digital marketing services and resources of an academic library. Adoptive new technologies in library users are made them more techno-savvy. This study explores various innovative tools, techniques, and models for digital marketing strategy in academic library services. Academic libraries are presently experiencing variations in the innovative information era, due to quickly varying media technologies, increasing users' preferences and opportunities, rivalry from other information providers such as the internet, and dwindling library budgets. These needs of academic library users influence digital marketing approaches to strategically reorient themselves and library services as information superhighways that individuals cannot do without. The results revealed that user survey studies, e-resources, e-database, digital library services, interlibrary loan services, social media platforms, and improved burrowing privileges were prevalent marketing strategies used by faculties and students. Unstable digitization, Internet, networking, multimedia, and satellite connectivity, and inadequate funding were identified as major challenges to effective digital marketing of academic library services in the global era.

Item type: Journal article (Paginated)
Keywords: Innovative, Innovative Strategies, Digital marketing strategies, Academic libraries Service, Marketing-mix, Strategic Planning
Subjects: L. Information technology and library technology > LZ. None of these, but in this section.
Depositing user: Mr Jashvant Patel
Date deposited: 13 Mar 2023 22:43
Last modified: 13 Mar 2023 22:43
URI: http://hdl.handle.net/10760/44164

References

1.Anna, T. (2017). Cyber Threat Awareness in Digital Marketing Campaigns. 5th Global Conference on Business and Social Sciences (pp. 265-276). Malaysia: Global Academy of Training & Research Enterprise

2.Business dictionary (2019). Definition of marketing. Retrieved 2019, 7th August, from https://businessdictionary.com/definition/marketing.html.

3.Chandratre, Shripad V. and Chandratre, Meghana S.(2015) "Marketing of Library and Information Services"; Journal of Commerce & Management Thought Vol. 6-1, pp 162-175 DOI: 10.5958/0976-478x.2015.000011.7

4.Christopher, Louis Serafin (2018) "A Qualitative Study Examining Digital Marketing Strategies of Sole Proprietors Working in Palm Springs, California" San Diego, California. https://www.proquest.com/docview/2029241555/fulltextPDF/EA1A629DF0B44682PQ/45? accountid=144154

5.Cole, K., Graves, T., & Cipkowski, P. (2010). Marketing the library in a digital world. The Serials Librarian, 48(1/4), 182-187.

6.customers to the human spirit, Hoboken, NJ: Wiley, 2010, p. 103.

7.Dana, H. (2017). Digital marketing strategies in libraries. The 4th International Conference of Beijing (pp. 297-303). Beijing, China: Capital Normal University Press.

8.Digital Marketing Made Simple: A Step-by-Step Guide. (n.d.). Retrieved January 15, 2020, from https://neilpatel.com: https://neilpatel.com/what-is-digital-marketing

9.Duggal, P. (2002). Cyberlaw: The Indian Perspective (1st ed.). New Delhi: Saakshar Law Publication.

10. Duke, L. M. & Tucker, T. (2007). How to develop a marketing plan for an academic Library. Retrieved from DOI: 10.1300/J124v25n01_05

11. Haugh, D. (2017). Digital marketing strategies in libraries. In C. Shi, L. Xiong, & M. B. Huang (Eds.), Proceedings of the International Conference on Embedded Education and Instruction of New Models of Library Service: The 4th International Conference of Beijing Academic Network Library (pp. 297-303). Beijing, China: Capital Normal University Press.

12. Hoffman, D. L.; Novak T. P. 1995. Commercial Scenarios for the Web: Opportunities and Challenges, Journal of Computer-Mediated Communication, 1(3).

13. Jennifer Rowley (2011) "Should your library have an innovation strategy?" Library Management Vol. 32 No. 4/5, 2011 pp. 251-265 Emerald Group Publishing Limited 0143-5124 DOI 10.1108/01435121111132266

14. Jing, Guo and Jin, Chen (2009) "The innovative university library: strategic choice, construction practices and development ideas" Library Management, Vol. 30 No. 4/5, pp. 295-308, Emerald Group Publishing Limited 0143-5124 DOI 10.1108/01435120910957959. www.emeraldinsight.com/0143-5124.htm

15. Joshua, Dauda and Michael, Daksiri, (2020). "Effective marketing techniques for promoting library services and resources in Academic libraries", Library Philosophy and Practice (e-journal). 4091. HTTPS:/ /digitalcommons.unl.edu/libphilprac/4091

16. Kidwai, M. 2010. Marketing innovations for promoting your business. <http://www.helium. com/items/484447-marketing-innovations-for-promoting-your-business>.

17. Kotler, P. H., Kartajaya, I., Setiawan & Wiley (2010) Inter Science (Online service), Marketing 3.0: From products to

18. Kotler, P., & Armstrong, G. (2014). Principles of marketing. Upper Saddle River: Pearson Prentice Hall.

19. Laudon, K., and Traver, C., G. (2014). E-commerce business. Technology. Society, Tenth Edition, Pearson, New York, pp. 106-131.

20. Osinulu, L.S; Adekunmis, S.R; Okewale, O.S; Oyewusi, F.O (2018) “Marketing strategies used by librarians in a State University libraries”, University of Dar es Salaam Library Journal Vol 13, No 2 (2018), pp-18-32 ISSN: 0856-1818.

21. Pavan, D. (2012, Jun). Cyber Law and Data Security. Retrieved January 15, 2020, from https://egov.eletsonline.com: https://egov.eletsonline.com/2012/06/cyberlaw

22. Shantanu, G. (2019, December 27-31). Marketing of Library Products and Services. Emerging Trends & Technologies in Library & Information Services (ETTLIS). New Delhi, India: ARPIT Refresher Course.

23. Sharma A Bharadwaj S, “Marketing and Promotion of Library Services ICAL 2009 – ADVOCACY AND MARKETING”, 461-66

24. Siva, B., & Gopalakrishnan, S. (2018, December). Attitude on Marketing among the selected central university library and information science professionals: A study. (A. Shaifil, Ed.) International Journal of Human Resource, 8(6), 177-188.

25. Social Beat Digital Marketing, L. (2018). Digital Marketing Insight 2018. Chennai: Notion Press.

26. Sumadevi, S. (2014, Oct-Dec). E-Marketing of Library Services best practices in libraries. International Journal of Digital Library Services, 4(4), 126-133.

27. Timmers, P. 2000. Electronic Commerce: Strategies and Models for Business to Business Trading. Chichester: Wiley.

28. Wang, Ping, In-Lin Hu, and Chang, Chen-Chi (2014) "Exploring the value and innovative pricing strategy of digital archives" The Electronic Library, Vol. 32 No. 1, pp. 96-105, Emerald Group Publishing Limited 0264-0473, DOI 10.1108/EL-01-2012-0004

29. Wu, J. (2012). A case study of library professionals' attitude towards marketing electronic resources in Oslo and Akershus University College of applied science (Unpublished Master's thesis). Norway.

30. Zainab, A. D. (2017). Digital Marketing and User Satisfaction in Library 2.0: A Concept and Research Framework. International Journal of Academic Research in Business and Social Sciences, 7(12), 515-522


Downloads

Downloads per month over past year

Actions (login required)

View Item View Item
Contact us
Send email Sponsors
Sponsor: AIMS Sponsor: D&P Sponsor: UniNa CAB Get connected
Facebook Facebook Twitter Twitter Linkedin LinkedIn RSS RSS