Return on Investment: New Strategies for Marketing Digital Resources to Academic Faculty and Students From Three Perspectives: Publisher, Collection Development, and Research Services

Game‐changing strategies for marketing digital resources to end users are crucial for establishing return on investment in this period of reduced library collection budgets and challenging resource prices. When expensive digital resources are purchased by academic libraries, there needs to be a marketing plan in place for getting these resources into the hands of end users as quickly as possible. One strategy for success is a marketing collaboration between the publisher and the academic library. The Profera, Arthur, Tierney 2014 Charleston Conference presentation on this topic focused on the success achieved at the University of Central Florida Libraries where such a collaboration included experts from Taylor & Francis working closely with the Head of Acquisitions & Collection Services and the Head of Research Services. Together they sponsored a digital resources educational workshop that included presentations by faculty, librarians, and Taylor & Francis representatives and reached out to end users as well as librarians from several Florida institutions. The UCF Libraries has also partnered with publishers to promote resources through various events sponsored by publishers and aimed at librarians and faculty from UCF and surrounding institutions. The presenters covered innovative strategies for marketing digital resources including hosting vendor presentations and trainings in library classrooms or at academic faculty workshops and hosting webinars and presentations. With the focus on marketing to end users, the presenters concentrated on ways that academic faculty and librarians have been included in training and outreach related to new products or major enhancements to existing library resources

Trends and Pattern on Library Marketing: A Systematic Review

The purpose of this paper is to analyze trends and patterns of library marketing research results using statistical and co-word analysis with a systematic review. After going through the screening results in the Scopus database, the search results yielded 287 documents in library marketing from 1977 to mid-2021. The analysis results will produce publications, citations, sources, countries, keywords, and topic clusters. The library marketing research trend tends to increase every year, with the most citations related to social media marketing in the library. The primary source of publications in the last three years has been Library Philosophy and Practice. The United States is the most productive country with the highest citations. Four cluster topics are formed: social media aspects in public libraries, promotion of library services, marketing context as an academic library strategy, and information services in university libraries. Recent research topics discuss a lot about digital marketing channels in libraries. The result of this paper provides an additional overview of the library marketing research map

KNOWLEDGE AND USERS’ PREFERENCES OF CONTEMPORARY MARKETING STRATEGIES USED IN ACADEMIC LIBRARIES

Purpose: This study investigated knowledge and users’ preferences of contemporary marketing strategies used in academic libraries. It is a user study innovation characterized by granting users’ with the information appropriate for better library usage and their feedback to analyze how what is presented to them makes an impact towards their attainment of academic goals. Methodology: This study carried out in University of Calabar Library adopted survey research design on a population of 1804 registered users. A simple random sampling technique was adopted in selecting 600 undergraduate and postgraduate registered users. Accordingly, 600 copies of questionnaire were distributed in the reader services units, which comprised Social Sciences, Medical, Africana, Humanities, Law, Reference as well as Science and Technology/Annex Divisions of the library. Questionnaire was distributed with a condition that only registered users who use the library often (at least thrice a week) were eligible to respond. Only 428 usable copies were returned and these were analyzed for the study. Findings: Study revealed users’ knowledge of marketing strategies in the following sequence Digital media marketing 423(98.83%), Awareness services marketing 377(88.08%) and Conducive environment marketing 224(52.34%). The result of preferences showed Digital media marketing as most preferred with 421(98.36%), Awareness services marketing had 398 (92.99%) respondents and Conducive environment marketing 204(47.66%). On the challenges, two respondents (5&34) frankly indicated their lack of understanding for the term conducive environment. This has a great implication for the result altogether but other respondents revealed their challenges with regards to inappropriate time fixed for library use of e-library, epileptic power supply, low bandwidth, that causes the network to show while pages were unable to open and staff negative attitude. Suggestions were given to encourage the publications of local news and magazines, which would help to intimate users of issues relating to library use among others. Originality: This article offer valuable insight on the users’ knowledge and preferences of contemporary marketing strategies in academic libraries. This indicate that, it is only when users’ are given what they desire, that they could be said to be satisfied. Classification: Research paper Keywords: Information, librarians’ empathy, Knowledge, users’ preferences, Contemporar

Feeding the fledgling repository: starting an institutional repository at an academic health sciences library.

In 2005, the Scott Memorial Library at Thomas Jefferson University started an institutional repository (IR), the Jefferson Digital Commons (JDC) . Originally intended as a showcase for faculty scholarship, it has evolved to serve also as a university press for original journals and newsletters, and as an institutional archive. Many lessons have been learned about marketing techniques, common IR issues, and advantages of an IR for a library. IR recruitment has come to be viewed as yet another form of collection development and has been integrated into all forms of the Library\u27s outreach. Jefferson\u27s academic health sciences environment has proven similar to other academic environments on issues of acceptance and participation

A case study of library professionals’ attitudes towards marketing electronic resources in Oslo and Akershus University College of Applied Science

Marketing as a commercial term has already been implemented in the public sectors for example library. There are a lot of research studies paid attentions to marketing policies, activities as well as users. Meanwhile, there is only little academic literature focus on the librarians, who have important roles in the marketing process. As the executors of the marketing activities, librarians’ attitudes can affect the efficiency and achievements of marketing practice in the organization. Hence, the researcher conducted a case study to get an insight into the academic library staff’s attitudes towards marketing. This research set out to explore the attitudes of library professionals towards marketing electronic resources in Oslo and Akershus University College of Applied Science. By interviewing the library leaders, contact librarians, as well as some special librarians work on the digital resources, the researcher tried to find out what their attitudes towards the current marketing policies and implements are. In addition, through the interviews, the researcher also tried to find out whether the hierarchical positions or disciplines have the influences on library professionals’ attitudes. In the end, the researcher provided a set of recommendations for improving the current marketing policy and activities, as well as some suggestions for further research on relevant topics.Joint Master Degree in Digital Library Learning (DILL

Publishing solutions for contemporary scholars: The library as innovator and partner

Purpose: To review the trend in academic libraries toward including scholarly communication, and by extension, electronic publishing, as part of their core mission, using the Cornell University Library as an example. Design/methodology/approach: The paper describes several manifestations of publishing activity organized under the Library’s Center for Innovative Publishing, including the arXiv (http://arxiv.org/), Project Euclid (http://projecteuclid.org), and DPubS (http://DPubS.org). Findings: Libraries bring many competencies to the scholarly communications process, including expertise in digital initiatives, close connections with authors and readers, and a commitment to preservation. To add publishing to their responsibilities, they need to develop expertise in content acquisition, editorial management, contract negotiation, marketing, and subscription management. Originality/value: Academic libraries are making formal and informal publishing a part of their core activity. A variety of models exist. The Cornell University Library has created a framework for supporting publishing called the Center for Innovative Publishing, and through it supports a successful open access repository (arXiv), a sustainable webhosting service for journals in math and statistics (Project Euclid) and a content management tool (DPubS) to enable other institutions (libraries,scholarly societies, presses) to engage in similar ventures to increase the dissemination of scholarship and to lower the barriers to its access

Publishing solutions for contemporary scholars: The library as innovator and partner

Purpose: To review the trend in academic libraries toward including scholarly communication, and by extension, electronic publishing, as part of their core mission, using the Cornell University Library as an example. Design/methodology/approach: The paper describes several manifestations of publishing activity organized under the Library’s Center for Innovative Publishing, including the arXiv (http://arxiv.org/), Project Euclid (http://projecteuclid.org), and DPubS (http://DPubS.org). Findings: Libraries bring many competencies to the scholarly communications process, including expertise in digital initiatives, close connections with authors and readers, and a commitment to preservation. To add publishing to their responsibilities, they need to develop expertise in content acquisition, editorial management, contract negotiation, marketing, and subscription management. Originality/value: Academic libraries are making formal and informal publishing a part of their core activity. A variety of models exist. The Cornell University Library has created a framework for supporting publishing called the Center for Innovative Publishing, and through it supports a successful open access repository (arXiv), a sustainable webhosting service for journals in math and statistics (Project Euclid) and a content management tool (DPubS) to enable other institutions (libraries,scholarly societies, presses) to engage in similar ventures to increase the dissemination of scholarship and to lower the barriers to its access

Simple Marketing Techniques and Space Planning to Increase Circulation

In the academic Information Commons, the frontline staff are key library assets. This article demonstrates one example of frontline staff observing, analyzing, and modifying user behavior using simple marketing techniques and space planning. James Madison University East Campus Library personnel increased circulation of books by increasing the visibility of the book collection. Minor furniture changes in the lobby, adding rotating themed book displays, and providing digital and print signage produced a dramatic effect. Circulation numbers essentially doubled for the lobby browsing book collection and markedly increased for books highlighted in the displays

Screaming into the Ether: Assessing E-Resources Outreach through Digital Touchpoints

What is the impact of social media, targeted email, and other intentional promotional efforts on e-resource usage? Is there a correlation between e-resources marketing and the use of those resources? What data can we gather, what can we learn, and how can this be used to improve our communications with faculty and outreach via social media and digital spaces?This presentation will explore the findings from the first year of a multi-year study on marketing e-resources at Loyola Marymount University in Los Angeles. Librarians at the William H. Hannon Library examined the usage of specific e-resources over the course of the 2016-2017 academic year, and overlaid the usage with a timeline of physical and digital promotions for the same e-resources within the communications cycle, including social media outreach, internal and external email marketing, library instruction, and LibGuides. The presenters will discuss their findings and provide step-by-step instructions for attendees who wish to replicate the process at their home institutions. The presenters will also offer timely recommendations for improving e-resources outreach based on their combined experiences as Collection Development and Outreach librarians, respectively

Bringing the Library to the Student Using an Online Marketing Tool.

Technological University Dublin Library (DIT), Aungier Street are using the online marketing tool MailChimp to engage first year undergraduates, enhance the first year experience and support their transition into third level education. We have developed a digital library information pack called Library Learning, aimed at first-year undergraduates to lend support as they enter their first year within DIT. The idea of the pack is to lend timely, tailored and subject oriented mailouts to students to assist their successful transition into first year. The pack is also intended as a support to the face-to-face Information and Digital Literacy sessions delivered to students by library staff and allows the opportunity for asynchronous learning. Library Learning consists of 10 scheduled, tailored and branded mailouts sent throughout the first academic year. (See fig 1.) Mailouts are authored by library staff in collaboration with academic staff, the academic calendar, and course content. Student supports such as the Academic Writing Centre are also promoted. Mailout content introduces students to Library services and resources and includes interactive content such as Library videos and guides. It is now in its second year of a pilot. The academic year 2015/16 included two courses. This has grown to now include six undergraduate courses for 2016/2017, five of which are from the College of Business: • BSc in Marketing • BSc in Accounting & Finance • BSc in Economics & Finance • BSc in Human Resource Management • Higher Certificate in Business Studies MailChimp allows us to gather data on the level of individual engagement with each mailout. We can then pass this information on to the lecturers. We are focusing on students who show low levels of engagement. The lecturer is then alerted to the potential need for extra support for students who may not be performing as well as they should in course assignments or exams. Data shows that engagement rates start high but they drop off as the year progresses. Library Learning came about as DIT looked at the overall first-year experience. The project was awarded funding from the Technological University for Dublin (TU4D) under the theme, ‘Re-imagining the Curriculum: Consolidating the First Year Experience’. Student induction is moving from a once off event to a yearlong process and experience. Library Learning allows us to deliver information to the students throughout the academic year in a format that meets their needs at their point of need. The mailouts allow us to promote our on and off-campus support services and places us among the community of supports available to them within DIT. Instead of waiting for the student to visit the Library in person or online, we are now reaching out to the student. The information they need is personalised and arrives directly into their inbox. Now the Library is wherever the student is