Marketing of Information Products and Services of the University Libraries

Introduction: Libraries are currently facing fierce competition from commercial information services providers, who leverage library resources and repackage them for customized use by clients. Additionally, the rise of online resources is challenging the traditional role and form of libraries in the future. In this highly competitive information environment, the value of information as a critical resource for socioeconomic development is increasingly recognized. However, the exponential growth of scientific and technical information has overwhelmed users, who struggle to find the right information at the right time. Consequently, libraries are making significant efforts to design and distribute information products and services effectively and efficiently. As social, economic, and technological changes continue to shape the landscape, libraries and information centers have realized that marketing information products and services is an integral aspect of their administration. The information explosion, technological revolution, and rising costs have further motivated the library profession to adopt a professional marketing approach in its operations and services. This evolving marketing strategy will play a pivotal role in determining libraries’ future relevance and success in the information age.

1.1 What is Marketing?

Marketing is the strategic process of understanding and satisfying customer needs and desires through various activities aimed at creating, communicating, and delivering value. It involves identifying target markets, conducting market research to gain insights into consumer behavior and preferences, and developing products and services that cater to those needs. Promotion is a significant aspect of marketing, utilizing various communication channels to raise awareness, generate interest, and persuade customers to purchase. Pricing strategies are carefully crafted to align with customer perceptions of value while ensuring business profitability. Distribution channels are optimized to ensure products reach customers efficiently. Moreover, marketing involves building and maintaining strong customer relationships through effective customer relationship management. In essence, marketing is the art and science of satisfying customers, driving business growth, and creating lasting brand impressions in an ever-evolving business landscape.

1.2 Marketing of information changes and challenges:

The marketing of information and library services has a rich history that predates the formalization of the marketing concept. Samuel Swett Green’s speech at the ALA Conference in 1876 emphasized the importance of building improved personal relationships between librarians and readers, foreshadowing the focus on customer-centric approaches in modern marketing. Today’s marketing of library services originates in countries like the USA and Northern Europe, where higher literacy rates, greater financial resources, and well-established library schools facilitate the development of marketing strategies. However, the idea of libraries reaching a broader audience has been present globally, as evidenced by the “library movement” in India during the early 20th century. This movement exemplifies librarians’ efforts to cater to the needs of the common people and foster a strong sense of community engagement. As the marketing landscape continues to evolve, libraries face the challenge of balancing traditional values with innovative approaches to meet users’ changing expectations and enhance their impact in the digital age.

Information marketing is a crucial stage in information management, encompassing the promotion of information products and services through effective marketing strategies. The primary goal of marketing information is to attract a larger user base and motivate them to make the most of the library’s resources. By adopting targeted marketing approaches, libraries can reach their target audience more effectively, raising awareness about valuable information products and services. Through engaging promotional efforts, libraries can entice users to explore and utilize the resources available, ensuring that the library’s valuable information is accessed and utilized to its fullest potential by its community. Marketing information plays a pivotal role in fostering strong connections between the library and its users, enhancing the user experience, and effectively meeting the diverse information needs of the community.

Organizations have succeeded in the business sector by effectively managing the market. Four essential factors have been identified in a successful marketing-oriented organization:

• Focus on customers: A successful marketing-oriented organization prioritizes understanding and meeting the needs of its customers. This customer-centric approach involves tailoring products, services, and strategies to meet customer preferences and demands.
• Long-run perspective: Rather than focusing solely on short-term gains, a marketing-oriented organization takes a long-term perspective. It builds strong customer relationships and brand loyalty to ensure sustained success over time.
• Full use of all available resources: A successful marketing-oriented organization maximizes its financial, human, and technological assets. Utilizing resources efficiently enhances the organization’s ability to deliver value to customers.
• Tendency to innovations: Embracing innovation is a key trait of a marketing-oriented organization. It continuously seeks new ideas, technologies, and approaches to stay ahead of the competition and meet evolving customer needs effectively.

In terms of libraries, marketing involves a significant shift in the traditional attitudes of librarians toward acquiring, organizing, processing, and retrieving information. The central focus of library service should be to help users effectively gather and process information. This requires systematic information collection, clear procedures and policies, and adjustments to products, services, and organizational practices to meet user demands. The modern concept of a library is user-oriented, making users the primary focus of all library activities. This user-centric approach ensures that libraries cater to user needs effectively, offering tailored resources and services to provide a seamless and satisfactory user experience. By adopting marketing principles, libraries can strengthen their impact and relevance, build stronger connections with their communities, and fulfill their role as vital information hubs in the digital age.

At a pragmatic level, two types of barriers can impede the recognition that libraries need to adopt the marketing concept.

i. The intangible nature of library services presents challenges in applying traditional marketing principles. Services marketing is a distinct field that has emerged more recently than product marketing. Library services involve intangible products, such as deeds, performances, or efforts, that cannot be physically processed. To overcome this barrier, libraries must prioritize the quality of the service experience and focus on building strong relationships with customers when developing their service marketing strategies.

ii. Establishing libraries by parent organizations, such as academic institutions or local authorities, may influence a more traditional perspective on marketing. This approach involves determining the services that can be offered and then persuading customers to avail of them. To fully embrace the marketing concept, libraries should shift towards a customer-centric approach that prioritizes meeting user needs and providing tailored services and resources.

Overcoming these barriers is crucial for libraries to adopt the marketing concept successfully. By recognizing the unique nature of services and embracing customer-oriented marketing strategies, libraries can enhance user engagement, strengthen relationships with their communities, and maximize the impact of their services in the digital age. A customer-focused marketing approach allows libraries to effectively cater to diverse user needs and demonstrate their offerings’ value and relevance to stakeholders.

The winds of globalization, marketization, and privatization have brought significant changes to long-standing political and economic beliefs. Governments and social sponsors now emphasize the importance of self-sufficiency for social institutions like hospitals, schools, colleges, and libraries, encouraging them to demonstrate relevance and competence to their clients. This shift presents a four-pronged challenge for librarians and information managers.

i. Increase in Clientele and Expectations: Librarians and information managers face a growing and diverse clientele with varying demands and expectations. Meeting the needs of this expanding user base while maintaining high-quality services poses a significant challenge.

ii. Rising Capital Costs of Information Technology: With the increasing role of technology in information management, libraries must contend with higher initial or capital costs. They must leverage technology effectively and find new economies of scale to serve the growing potential clientele.

iii. Decrease in Public Sponsorship and Subsidy: Traditional funding sources, such as public sponsorship and subsidies, are drying up. Libraries must explore alternative revenue sources to sustain their operations and meet user demands.

iv. Complexity in Identifying and Serving Clients: Understanding the diverse requirements of clients and effectively serving them in a rapidly changing information landscape presents a complex challenge for librarians and information managers.

To tackle these challenges, librarians and information managers must embrace innovation, explore new revenue streams, leverage technology wisely, and adopt a customer-centric approach. By demonstrating adaptability and relevance, libraries can continue to play a vital role in meeting the evolving information needs of their communities.

Given the challenges posed by globalization, marketization, and privatization, librarians and information managers are being called upon to demonstrate initiative and entrepreneurship. The concept of marketing libraries is not new, and public libraries were among the first to embrace it, focusing on the four P’s – product, price, place, and promotion during the 1980s. Academic libraries also took the lead in marketing their services. In the following decade, libraries prioritized traditional marketing strategies, such as recruiting new customers, but they also recognized the importance of meeting patrons’ needs. According to Gupta, the concept of marketing libraries is based on several assumptions:

1. Libraries have historically been non-profit organizations, and marketing libraries were influenced by Kotler and Levy’s theories on marketing for non-profit organizations.
2. Libraries engage in service operations, and as services are distinct from products, service marketing differs from product marketing.
3. Libraries must build relationships with stakeholders, including users, suppliers, governments, and parent organizations, to satisfy all parties involved.
4. Libraries are not the sole providers of information and must be competitive to meet user needs effectively.
5. The Internet enables libraries to offer services anytime, anywhere, and to anyone, enhancing accessibility and extending the reach of library services.

These assumptions underscore the importance of marketing in the library sector, emphasizing the significance of understanding user needs, building strong relationships, and being competitive in the information landscape. The Internet’s widespread use allows libraries to expand their services and reach diverse audiences, further highlighting the importance of adopting marketing principles to remain relevant and successful in the digital age.

Marketing benefits libraries by enabling them to create a competitive advantage and enhance their overall performance. An effective marketing program can lead to several positive outcomes for libraries:

• By adopting marketing strategies, libraries can identify and address the unique needs of their users. This helps develop new services or enhance existing ones, catering to users more effectively than their competitors. The library gains a competitive edge by delivering tailored solutions and experiences, attracting more users, and retaining existing ones.
• Marketing allows libraries to gather valuable feedback and insights from users. By understanding their preferences and expectations, libraries can better align their services and resources to satisfy user needs. This focus on user satisfaction enhances the library experience and fosters greater engagement with the community.
• Through effective marketing, libraries can communicate their value, relevance, and contributions to stakeholders, including funders, administrators, and the wider community. A positive and compelling image can improve the library’s reputation and strengthen its standing in the eyes of different stakeholders.
• Marketing initiatives emphasizing user engagement and participation can build stronger connections with the community. By actively involving users in shaping library services and resources, the library becomes more aligned with their needs and aspirations.
• Marketing helps libraries decide on resource allocation, ensuring that budgets are efficiently utilized to deliver high-impact services. Targeted marketing efforts enable libraries to focus on the most relevant and valuable offerings for their users.
• Through marketing, libraries can showcase the tangible benefits and positive outcomes they deliver to users and the community. Highlighting the library’s impact and contributions reinforces its role as a valuable societal institution.

Information marketing has recently become a significant topic in the library profession. However, it has also sparked controversy within the library and information services field. There remains considerable resistance to adopting a marketing approach to management in libraries. Despite the similarities between information products and customer products, there is hesitancy among librarians to apply marketing principles in their libraries. The marketing concept still feels unfamiliar to many library and information personnel, leading to a belief that it may not be suitable for a public service institution like the library, which operates on a not-for-profit basis.

However, it is essential to reconsider this perspective and embrace the potential benefits of marketing information in libraries. Information marketing involves transferring information to potential users or customers, which is a fundamental aspect of library services. By adopting marketing strategies, libraries can effectively reach their target audience, raise awareness about their valuable resources and services, and enhance user engagement. Embracing marketing principles allows libraries to cater to user needs more effectively, improve their overall performance, and create a positive and impactful experience for their patrons. Recognizing the importance of marketing in library and information services can enable libraries to navigate the challenges of the modern information landscape, demonstrate their relevance, and effectively serve their communities.

1.3 Marketing of Information Products & Services in the University Libraries

Marketing library and information services in university libraries are pivotal in enhancing the visibility, relevance, and engagement of these valuable academic resources among students, faculty, and other stakeholders. In today’s information-rich society, university libraries face the challenge of providing access to a vast array of knowledge and actively promoting their offerings to meet the diverse needs of their user community. By employing strategic marketing techniques, such as targeted outreach, digital initiatives, and user-centric campaigns, these libraries can effectively communicate their wealth of resources and services, fostering a dynamic learning environment that empowers users to explore, discover, and excel in their academic pursuits.

Marketing information services in university libraries is a multifaceted approach that strategically promotes the library’s resources and services to the academic community. With the advent of digital technologies and the vast availability of information online, university libraries must adopt innovative marketing strategies to remain relevant and effectively serve their users.

1. Understanding the Changing Landscape of Library Services: University libraries have long been central knowledge hubs, supporting the educational and research needs of students, faculty, and researchers. However, the digital age has ushered in significant changes in how information is accessed and consumed. With the abundance of online resources and technology integration in academic settings, libraries must adapt their approach to continue fulfilling their vital role. Marketing information services allow libraries to effectively showcase their value and connect with the community.
2. The Imperative of a User-Centric Approach: Marketing information services involves understanding the diverse needs and expectations of the university community. Students, faculty, and researchers have varying preferences and requirements regarding accessing information. By adopting a user-centric approach, libraries can develop targeted marketing campaigns that effectively communicate the value and benefits of their services. Personalized services and resource recommendations based on user preferences enhance user satisfaction and loyalty.
3. Leveraging Technology and Digital Platforms: Digital marketing is a powerful tool for university libraries to engage tech-savvy users. Social media platforms, email newsletters, and interactive content can effectively reach and communicate with the academic community. Engaging and interactive content, such as blog posts, videos, and infographics, fosters user interest and encourages active participation.
4. Engaging the Academic Community: University libraries can organize workshops, webinars, and orientation sessions to introduce new students and faculty to available resources and services. Soliciting user feedback and involving them in shaping library services fosters a sense of ownership and active involvement. Engaging with the academic community allows libraries to understand evolving needs and preferences, ensuring their offerings remain relevant and impactful.
5. Demonstrating Impact and Relevance: Marketing information services enable libraries to communicate their value, relevance, and contributions to various stakeholders, including funders, administrators, and the wider university community. By showcasing the library’s impact and positive outcomes, libraries strengthen their position and reinforce their value within the academic setting.
6. Measuring Success and Continuous Improvement: To ensure the effectiveness of marketing efforts, libraries must track and measure key metrics. Website traffic, resource usage, and user surveys are valuable tools for assessing the impact of marketing campaigns and refining strategies accordingly. Continuous improvement ensures marketing efforts align with user needs and preferences.

Marketing information services in university libraries is an essential and dynamic process that involves understanding user needs, leveraging technology, and actively engaging with the academic community. By adopting a user-centric approach and embracing digital marketing strategies, libraries can enhance their visibility, attract more users, and strengthen their position as knowledge hubs. Marketing information services ensures that university libraries remain indispensable resources, empowering students, faculty, and researchers to excel academically. As information landscapes evolve, marketing will play a pivotal role in connecting knowledge and community, securing the library’s relevance and impact within the academic setting.

1.4 How does the university library promote awareness of its information products and services among students and faculty?

In the intricate tapestry of higher education, the university library stands as a cornerstone, a reservoir of knowledge that not only preserves the intellectual legacy of academia but also actively contributes to the scholarly pursuits of its students and faculty. A paramount facet of this contribution is effectively promoting awareness surrounding the library’s vast array of information products and services. This imperative undertaking involves a sophisticated interplay of innovative communication strategies, technological adaptability, and a nuanced understanding of the diverse needs of the academic community. The university library, recognizing its pivotal role as a catalyst for intellectual exploration, employs a spectrum of methodologies to ensure that both students and faculty are not only cognizant of the rich resources at their disposal but are also adept at navigating this expansive scholarly landscape.

At the forefront of contemporary outreach are digital platforms and social media, where university libraries engage in targeted campaigns, disseminating information about new acquisitions, database updates, and upcoming events. Simultaneously, traditional communication channels, including workshops, orientations, and informational sessions, remain integral to the library’s outreach endeavors. Collaborations with academic departments and faculty members enhance the tailored promotion of subject-specific resources, aligning the library’s offerings with the unique needs of different disciplines. This inquiry explores the intricate mechanisms by which university libraries orchestrate their awareness promotion efforts, illuminating the symbiotic relationship between the library and its academic constituents and uncovering the strategies that empower the university library to be a dynamic catalyst for knowledge dissemination and scholarly advancement.

University libraries employ a multifaceted approach to promote awareness of their information products and services among students and faculty. The strategies encompass traditional methods, technological innovations, and collaborative initiatives. Here are key ways in which university libraries enhance awareness:

1. Digital Platforms and Social Media:
   • Website Presence: University libraries maintain informative and user-friendly websites, acting as centralized hubs for information about resources, services, and upcoming events.
   • Social Media Campaigns: Libraries leverage platforms like Twitter, Facebook, and Instagram to share updates, announcements, and engaging content, creating an interactive online presence.
2. Orientation Programs and Workshops:
   • New Student Orientations: Library staff conduct orientation sessions for new students, introducing them to available resources and services, and how to navigate the library’s physical and digital spaces.
   • Workshops and Training: Regular workshops on information literacy, database usage, citation management, and research skills help students and faculty maximize the utility of available resources.
3. Subject-Specific Promotions:
   • Collaboration with Academic Departments: The library collaborates with academic departments to tailor awareness campaigns to specific disciplines, highlighting subject-specific databases, journals, and resources relevant to each field.
4. Printed Materials and Physical Displays:
   • Posters and Flyers: Libraries use printed materials strategically placed in high-traffic areas to promote new acquisitions, upcoming events, and important information.
   • Physical Displays: Showcasing featured books, resources, or thematic displays in prominent locations within the library attracts attention and encourages exploration.
5. Library Events and Exhibitions:
   • Author Talks and Lectures: Inviting authors, scholars, or experts for talks fosters a culture of intellectual engagement within the library.
   • Exhibitions and Fairs: Special events or fairs showcasing library resources, services, and collaborative projects can generate excitement and interest among library users.
6. Email Newsletters and Announcements:
   • Regular Updates: Libraries send out newsletters or regular email announcements to subscribers, highlighting new acquisitions, upcoming events, and important information.
   • Targeted Emails: Specific email campaigns may target faculty or student groups with tailored information based on their needs and interests.
7. Partnerships and Collaborations:
   • Campus Collaborations: Establishing partnerships with campus organizations, student groups, or faculty committees helps libraries integrate their services into broader campus initiatives.
   • Instructor Outreach: Collaborating with instructors to embed library resources directly into course materials enhances awareness and encourages regular utilization.
8. User Feedback and Surveys:
   • Feedback Mechanisms: Libraries actively seek user feedback through surveys, suggestion boxes, or focus groups to understand user needs and preferences.
   • Adaptation Based on Feedback: Library services and promotional strategies are adjusted based on user feedback to ensure continuous improvement.

By employing these diverse strategies, university libraries aim to create a dynamic and responsive information ecosystem that effectively meets the evolving needs of their academic community while fostering a culture of lifelong learning and research.

1.5 How does the library use social media and online platforms to market its information resources and services?

Libraries have transcended traditional boundaries, embracing social media and online platforms as integral tools for marketing their wealth of information resources and services. The library’s foray into the virtual realm extends beyond a mere promotional endeavor; it is a dynamic engagement strategy that fosters connectivity with its user community. Through platforms like Twitter, Facebook, Instagram, and others, libraries share timely updates, engaging content, and valuable insights into their extensive collections. These spaces become interactive hubs where users can stay informed about the latest acquisitions, events, and workshops and actively participate in discussions, providing feedback and recommendations. Visual content, such as infographics and videos, enhances the appeal of library marketing campaigns, making complex information easily digestible. The library’s online presence is not only a promotional vehicle but a collaborative space where community engagement thrives, transforming the conventional notion of library outreach into an immersive, user-centric digital experience.

1. Engaging Content Creation: Libraries have become adept at crafting engaging content tailored to the preferences of their digital audience. Visual elements, including infographics, images, and videos, transform complex information into visually appealing and shareable formats. Through compelling storytelling, libraries bring attention to specific resources, workshops, and events, fostering an interactive and user-friendly online environment.
2. Community Building and Interaction: Social media platforms serve as dynamic hubs for community building, where library users not only passively receive information but actively engage in discussions, share experiences, and provide feedback. Platforms like Facebook and Instagram facilitate community-oriented activities, enabling users to connect to the library in a virtual space. Q&A sessions, book clubs, and thematic discussions further enhance the sense of belonging within the digital library community.
3. Event Promotion and Live Interactions: Libraries utilize social media to promote and broadcast events, workshops, and author talks. Live streaming on platforms like Facebook and Instagram enables a broader audience to participate in real-time, breaking geographical barriers and providing inclusive access to valuable intellectual discussions. Event promotions generate anticipation and curiosity, contributing to increased attendance and participation.
4. Strategic Collaborations and Partnerships: Libraries leverage social media for strategic collaborations and partnerships within and beyond the academic sphere. Collaborating with other campus departments, student organizations, and even influencers amplifies the library’s reach. This cross-pollination of audiences ensures that marketing efforts are diversified, reaching individuals who may not have traditionally engaged with library services.
5. Data Analytics and Informed Decision-Making: Social media platforms offer robust analytics tools that libraries utilize to measure the impact of their marketing strategies. Metrics such as user engagement, reach, and demographics provide valuable insights. This data-driven approach enables libraries to refine and tailor their marketing efforts, ensuring that content is relevant and resonates with their target audience’s preferences.
6. Hashtags and Trend Participation: The strategic use of hashtags has become a powerful tool for libraries to enhance discoverability and join broader conversations. Unique library-related hashtags encourage user-generated content, allowing the library to track engagement and foster a sense of community. Actively participating in trending topics or relevant hashtags ensures that the library remains visible and connected within the broader digital discourse.

As libraries navigate the digital realm, their use of social media and online platforms has become a cornerstone of effective information resource marketing. Beyond traditional promotional strategies, libraries have evolved into dynamic, interactive spaces where users actively contribute to the shared intellectual exploration and discovery narrative. By embracing the digital age with creativity and adaptability, libraries ensure that their wealth of information resources remains not only accessible but also central to the evolving landscape of scholarly engagement.

In conclusion, university library marketing information products and services is a critical and transformative endeavor beyond merely promoting resources. Embracing a market-sensitive approach enables these libraries to adapt to their diverse user base’s ever-evolving needs and preferences. By recognizing information as a valuable commodity and understanding the unique segments within their market, university libraries can optimize their offerings to cater to academic, professional, and community requirements. Through strategic marketing initiatives, libraries can enhance their visibility, credibility, and relevance, thus fostering a dynamic learning environment that empowers students, faculty, researchers, and the broader public to access and utilize knowledge effectively. Embracing marketing as an essential aspect of library management, focusing on user-centricity, innovation, and communication, university libraries can navigate the challenges of the information age, uphold the mandate that information is power, and continue to be indispensable pillars of academic excellence and societal progress.

Reference Article:

1. K, S. K. P. (2010). Marketing of information products and services of the university libraries in Kerala an investigative study. Retrieved from: http://hdl.handle.net/10603/4172
2. https://archive.ifla.org/IV/ifla63/63reng.htm
3. https://books.google.com.bd/books?id=oVwhAAAAQBAJ&pg=PA5&lpg=PA5&dq=Samuel+Swett+Green%E2%80%99s+speech+at+the+ALA+Conference+in+1876&source=bl&ots=azXwseKkxx&sig=ACfU3U3vraFNZY_JOAzpNOgptS4NLTI9RQ&hl=en&sa=X&ved=2ahUKEwie5KL45aiAAxWDVN4KHWxvAvwQ6AF6BAgtEAM#v=onepage&q=Samuel%20Swett%20Green%E2%80%99s%20speech%20at%20the%20ALA%20Conference%20in%201876&f=false
4. https://books.google.com.bd/books?id=myzCEAAAQBAJ&pg=PA15&lpg=PA15&dq=Samuel+Swett+Green%E2%80%99s+speech+at+the+ALA+Conference+in+1876&source=bl&ots=Jd4JXb0_Bj&sig=ACfU3U1ZYnZGcQofaSuiZWL1eMfuCzAUKA&hl=en&sa=X&ved=2ahUKEwie5KL45aiAAxWDVN4KHWxvAvwQ6AF6BAgqEAM#v=onepage&q=Samuel%20Swett%20Green%E2%80%99s%20speech%20at%20the%20ALA%20Conference%20in%201876&f=false