Awareness and Preference of Three Popular Marketing Strategies Used in Academic Libraries

Abstract

Awareness and preferences of popular marketing strategies were explored using respondents from University of Calabar (UNICAL) and Cross-River University of Technology (CRUTECH) being academic libraries in Cross River State. This indicated that marketing strategies had been and is still in use today in libraries. Librarians’ had come to the realization of the necessity to market its services and resources. These had been found to boost users’ knowledge of what libraries hold in stock, their exploration methods and influence on utilization. However, this study revealed that users’ are mostly aware of market segmentation strategy 382(66.09%). Followed by organized event 166 (28.72%) while very few seem to know about word of mouth (WOM-5.19%). Study also revealed that in spite of this knowledge, users’ had numerous challenges that debar them from participating at such events when organized. The researcher therefore advised that admissions regardless of the batches, be done timely so that users’ can benefit from orientation, which is one major event for all new students. Study concludes among others that librarians should sort for ways of making users’ to understand library philosophy or use university management to incorporate library activities in the mainstream of events. Study suggested that the librarian could plan for giving gift items as high points of their organized events.