Promoting library services in a Google world

Abstract

PurposeAs the younger generation of born digital library users and even well‐established scholars rely increasingly on Google, or its new products Google Scholar and Google Book, for information resource discovery and access, libraries are finding it increasingly difficult to ensure that their own well structured web sites and information services are being utilized appropriately. This paper aims to highlight some of the changes occurring in the information environment and suggests ways of marketing library services effectively to today's users.Design/methodology/aproachMarketing concepts are explored in the paper, focusing on a clear understanding of users, the library's products, the appropriate place for service delivery, an appropriate pricing strategy – and effective promotional strategies. Promotional strategies which are being used effectively by some commercial organizations, as well as approaches being developed by some libraries, are highlighted. Practical hints are provided so that libraries can ensure that their missions of ensuring that every book has its reader can be accomplished in a new age of access to information in real books and journals and virtual books and journals and other information resources.FindingsThe paper finds that libraries no longer operate in a “come and get it” environment and new ways of outreach are described which ensure that librarians are out amongst their communities, creating an awareness of the services available and ensuring effective use of resources through a variety of approaches used in university libraries in Australia and at McGill University in Montreal, Canada.Originality/valueThis paper provides useful information on the changes occurring in the information environment and ways of marketing library services effectively to today's users.