Marketing of Library and Information Services in the Digital Age: Challenges, Strategies and Implications

Millie N Horsfall

doi:10.4314/iijikm.v11i2.2

Abstract

This paper discussed effective marketing of library and information services in the digital age. It focused on librarians marketing themselves and library services which require the application of ICT through web 2.0 tools; these include WhatsApp, email, face book, You-tube, Twitter, LinkedIn, Telephone, etc to reach out to their clientele in order to satisfy their information needs. The study adopted a conceptual review based on previous research. It x-rays the need to market LIS to increase usage, whether onsite or remote for sustainable development. There were some challenges such as ignorance among librarians, lack of ICT infrastructure, lack of awareness of the public in their right to information, lack of fund and lack of training and retraining of library staff. However, some strategies, implications and recommendations were proffered. It was concluded that effective marketing be used to promote access to library and information services as a panacea towards sustainable Nigerian libraries in the digital age. Keywords: Marketingt, Library, Information Information services, Digital Agev

Highlights

Effective marketing of library and information service in this digital age is a process whereby Libraries and information centres put lot of effort and energy into designing information services and products and distributing them to satisfy their users
The purpose of this study is to find out the challenges, strategies and implication of marketing of library and information services in the digital age
Marketing of library and information services by librarians is an attempt to influence library users on how library resources and services can be effectively managed to advance the position of information services in the digital age

Summary

Introduction

Effective marketing of library and information service in this digital age is a process whereby Libraries and information centres put lot of effort and energy into designing information services and products and distributing them to satisfy their users. During the 20th century, the key technology has been information technology, which is why it is essential to develop the appropriate information infrastructure through effectively marketing library services and ourselves as librarians and make major investments in the field of information technology (IT). The advancement of IT changed the society, thereby posing a challenge to libraries/information system professionals to meet the increasing demand of information needs of clientele (library users). One of these challenges is lack of funding, which is a perennial problem faced by libraries, such that funding is needed for some services in the library to be functional. Etc) There is need to market library services to increase usage, whether onsite or remote

Objectives

Conclusion