Marketing digital en bibliotecas públicas de la Región Metropolitana de Chile

Coccio Muñoz, Nicol, Lagos Godoy, Constanza, Carrizo Perinez, Mariel, González Apablaza, Rosana, Aguilera Montes, Camila and Florez Feranández, Cherie Marketing digital en bibliotecas públicas de la Región Metropolitana de Chile. Serie Bibliotecología y Gestión de Información, 2025, n. 128, pp. 1-30. [Journal article (Paginated)]

[thumbnail of Serie-Bibliotecologia-n128.pdf]
Preview
 Text
Serie-Bibliotecologia-n128.pdf
Download (1MB) | Preview

English abstract

In recent years, digital marketing has become a key resource for public libraries, not only to promote their products and services but also to ensure these align with users’ expectations. This study exami nes how eleven public libraries in Chile’s Metropolitan Region implement digital marketing practices. Based on survey data, the findings indicate that social media platforms are the primary channel used to publicize activities, products, and services. Nevertheless, the lack of formal training in marketing means that most initiatives are carried out without structured digital marketing strategies.

Spanish abstract

El marketing digital se ha convertido en una herramienta esencial en las bibliotecas públicas, para la promoción de servicios y productos, así como para garantizar que estos satisfagan las expectativas de los usuarios. Por lo anterior, el propósito de esta investigación es analizar el marketing digital en once bibliotecas públicas de la Región Metropolitana de Chile. Para esta investigación se aplicó una encuesta, dando como resultado que la vía más empleada son las redes sociales, utilizadas para la difusión de actividades, servicios y productos. Debido a la escasa formación en marketing, usualmente se realizan actividades sin la aplicación de estrategias formales de marketing digital.

Item type: Journal article (Paginated)
Keywords: Public library, digital marketing, marketing strategy, digital platforms, Bibliotecas públicas, marketing digital, estrategias de marketing, plataformas digitales
Subjects: D. Libraries as physical collections. > DC. Public libraries.
Depositing user: Hector Gomez-Fuentes
Date deposited: 19 Dec 2025 13:04
Last modified: 19 Dec 2025 13:04
URI: http://hdl.handle.net/10760/47415

References

American Marketing Association (AMA) (2017). What is marketing? AMA. Recuperado de: https://www.ama.org/the-definition-of-marketing-what-is-marketing/.

Bhardwaj, R. y Jain, P. K. (2016). Marketing of library resources and services: A structured literature review. Desidoc - Journal of Library & Information Technology, 36(3), 119-125. DOI: https://doi.org/10.14429/djlit.36.3.10027.

Brian, D. y Shaw, E. (2002). A history of marketing thought. En B. Weitz y R. Wensley (eds.). Handbook of marketing. Pp. 39-65. Sage. DOI: https://doi.org/10.4135/9781848608283

Briana, M.; Koloniari, M., Koulouris, A. y Vraimaki, E. (2021). Disconnecting from Social Networks. Qualitative And Quantitative Methods In Libraries, 10(3), 351-373. Recuperado de: http://www.qqml.net/index.php/qqml/article/view/726.

Chaffey, D. (2019). Digital marketing: Strategy, implementation and practice (8a edición). Pearson.

Cheng, H. (2018). Current Digital Marketing Landscape in Libraries. IFLA WLIC 2018 – Kuala Lumpur, Malaysia – Transform Libraries, Transform Societies. Recuperado de: https:// library.ifla.org/id/eprint/2259/.

Choi, N. y Joo, S. (2018). Understanding public libraries’ challenges, motivators, and perceptions toward the use of social media for marketing. Library Hi Tech, 39(2), 352-367. DOI: https://doi.org/10.1108/LHT-11-2017-0237.

Chu, S. y Du, H. (2013). Social networking tools for academic libraries. Journal of Librari anship and Information Science, 45(1), 64-75. DOI: https://doi.org/10.1177/09610006114343.

Coca, M. (2006). El concepto de marketing: pasado y presente perspectivas. Perspectiva, 9(18), 41-72. Recuperado de: http://www.redalyc.org/articulo.oa?id=425942516002.

Cowart, C. (2017). Marketing Libraries Is a Team Effort. Reference & User Services Quarterly, 56(4), 240-244. DOI: https://doi.org/10.5860/RUSQ.56.4.240.

Diccionario del español de México (s. f.). Actividad. En Diccionario del español de México. Recuperado de: https://dem.colmex.mx/Ver/actividad [última visita: 7 de febrero de 2024].

Diccionario del español de México. (s. f.). Estrategia. En Diccionario del español de México. Recuperado de: https://dem.colmex.mx/Ver/estrategia [última visita: 7 de febrero de 2024].

Enache, I. (2008). The Theoretical Fundamentals of Library Marketing. Philobiblon, 13, 477-490. Recuperado de: https://www.philobiblon.ro/en/article/theoretical-fundamen tals-library-marketing.

Fernández, V. (2004). Promoción de los servicios de la biblioteca: un enfoque desde el marketing no convencional. Biblios, 5(20), 1-13.

Ferrel, O. y Hartline, M. (2012). Estrategias de marketing. Cengage learning. Recuperado de: http://www.elmayorportaldegerencia.com/Libros/Mercadeo/%5BPD%5D%20Libros%20-%20Estrategia%20de%20Marketing.pdf.

Forghani, E.; Sheikh, R., Hassan, S. y Sana, S. (2022). The impact of digital marketing strategies on customer’s buying behavior in online shopping using the rough set theory. International journal of system assurance engineering and management, 13(2), 625-640. DOI: https://doi.org/10.1007/s13198-021-01315-4.

Gupta, D. y Savard, R. (2018). Marketing Library and Information Services. En McDonald, J. y Levine-Clark, M. (eds.). Encyclopedia of Library and Information Sciences (4a edición). Pp. 3553-3560. CRC Press. DOI: https://doi.org/10.1081/E-ELIS4.

Hermann, C. (2018). Digital marketing analytics: Making sense of consumer data in a digital world. Kogan Page.

IFLA (2006). Management, Marketing and Promotion of Library Services Based on Statistics, Analyses and Evaluation. K. G. Saur. Recuperado de: https://repository.ifla.org/hand le/123456789/951.

Jenkins, H. (2007). Transmedia storytelling 101. Henry Jenkins. Recuperado de: http:// henryjenkins.org/2007/03/transmedia_storytelling_101.html.

Jones, M. y Harvey, M. (2016). Library 2.0: the effectiveness of social media as a marketing tool for libraries in educational institutions. Journal of Librarianship and Information Science, 51(1). DOI: https://doi.org/10.1177/0961000616668959.

Joo, S.; Lu, K. y Lee, T. (2020). Analysis of content topics, user engagement and library factors in public library social media based on text mining. Online Information Review, 44(1), 258-277. DOI: https://doi.org/10.1108/OIR-11-2018-0345.

Kemp, S. (15 de junio de 2023). Digital 2023 April Global Statshot Report. Datareportal. Recuperado de: https://datareportal.com/reports/digital-2023-april-global-statshot.

Kenneway, M. (2007). Marketing the library: Using technology to increase visibility, impact and reader engagement. Serials The Journal for the Serials Community, 20(2), 92-97. DOI: https://doi.org/10.1629/2092.

Ketter, E. y Avraham, E. (2012). The social revolution of place marketing: The growing power of users in social media campaigns. Place Branding and Public Diplomacy, 8, 285-294. DOI: https://doi.org/10.1057/pb.2012.20.

Knox, S., y Smiley, T. (2020). Google Us!: Capital area district libraries gets noticed with google ads grant. Information Technology and Libraries, 39(1). DOI: https://doi.org/10.6017/ ital.v39i1.12089.

Kotler, P. y Armstrong, G. (2013). Fundamentos de marketing. Pearson.

Kotler, P. y Keller, K. L. (2016). Dirección de marketing. Pearson.

Malesev, S. y Cherry, M. (2021). Digital and social media marketing - Growing market share for construction SMEs. Construction economics and building, 21(1), 65-82. DOI: http://dx.doi. org/10.5130/AJCEB.v21i1.7521.

Mendivelso, H. y Lobos, F. (2019). La evolución del marketing: una aproximación integral. Revista chilena de economía y sociedad, 13(1). Recuperado de: https://rches.utem.cl/articulos/ la-evolucion-del-marketing-una-aproximacion-integral/

Mollel, M. (2013). Marketing mix for librarians and information professionals. Infopreneu rship journal, 1(1), 10-28. Recuperado de: http://eprints.rclis.org/20401/.

Nooshi, M.; Tajafari, M. y Nowkarizi, M. (2018). An investigation into promotional meth ods of public library services and resources: Users’ perspective. Annals of Library and Information Studies, 64, 268-275. Recuperado de: http://op.niscair.res.in/index.php/ALIS/ article/view/17766.

Ñaupas, H.; Valdivia, M., Palacios, J. y Romero-Delgado E. (2018). Metodología de la in vestigación: cuantitativa-cualitativa y redacción de la tesis (5a edición). Ediciones de la U.

Olorunfemi, M. y Ipadeola, D. (2018). Marketing library and information services in se lected university libraries in south west Nigeria. Library Philosophy and Practice. Pp. 1-15. Recuperado de: http://digitalcommons.unl.edu/libphilprac/1975.

Pashootanizadeh, M. y Rafie, Z. (2019). Social media marketing: Determining and com paring view of public library directors and users. Public Library Quarterly, 39(3), 212-228. Recuperado de: https://doi.org/10.1080/01616846.2019.1622395.

Potter, N. (2012). Marketing with social media. In The Library Marketing Toolkit. Pp. 91-118. Facet. Recuperado de: https://eprints.whiterose.ac.uk/99896/.

Ríos-Hilario, A. y De-Sousa-Guerreiro, J. (2015). Stakeholders o cómo aplicar la teoría de los grupos de interés en las bibliotecas públicas. El profesional de la información, 24(1), 71 76. DOI: https://doi.org/10.3145/epi.2015.ene.09.

Sakas, D.; Giannakopoulos, N., Terzi, M., Kamperos, I., Nasiopoulos, D., Reklitis, D y Kanellos, N. (2022). Social media strategy processes for centralized payment network f irms after a war crisis outset. Processes, 10(10). DOI: https://doi.org/10.3390/pr10101995.

Sistema Nacional de Bibliotecas Públicas (2022). Reporte de Gestión de Bibliotecas Pú blicas [archivo Excel].

Suárez-Cousilla, T. (2018). Evolución del marketing 1.0 al 4.0. Redmarka, 01(22), 209-227. DOI: https://doi.org/10.17979/redma.2018.01.022.4943.

Weinberg T. (2009). The new community rules (1a edición). O’reilly & Associates.

Xu, Y. (2017). A Comparative Study on New Media Marketing in Domestic and Foreign Public Libraries. Matec Web of Conferences, 100, 1-7. DOI: https://doi.org/10.1051/matec conf/20171000.


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