Library marketing: moving between traditional and digital strategies

Abstract

Purpose – The purpose of this column is to provide several discussion themes on which to muse regarding the strategy of library marketing in today’s technology-rich environment. Design/methodology/approach – It involves literature review and commentary on this topic that has been addressed by professionals, researchers and practitioners. Findings – Moving between the traditional model of library marketing to the cutting-edge model is occurring through the numerous digital communication tools used everyday. Not only must the library rely on these modes of marketing they must also recognize that their patrons share that space with them and the many contacts each one of those patrons has as well, thus potentially expanding the library audience and therefore positively expanding its user base. Originality/value – The value in addressing this issue is to examine approaches to marketing library services in an effort to present the reader with several discussion points on the topic.