Marketing Strategies for Library Services: A Comparative Study Between University and Public Libraries
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Singo Geven
Abstract
Libraries and information centers of all types and sizes are faced with the need to market and thus library and information professionals must learn to effectively market and advertise their services. This study provides an in-depth analysis of the various marketing strategies used by public and university libraries in South Africa to market the library and information services. It specifically looks at how these strategies are tailored to meet the needs of different user communities within a specific cultural and socioeconomic context. The research uses a comparative technique to examine the similarities and differences in marketing methods used by both public and university libraries. The finding of the study revealed that university libraries primarily focus on digital marketing strategies that use the intellectual background and technological knowledge of its users. On the contrary, the study revealed that public libraries, on the other hand, take a community-oriented approach, expanding their reach via a mix of traditional and digital marketing strategies. Budget, demographics, and technological accessibility are some of the local elements that affect these libraries’ marketing campaigns, according to the report. Also highlighted is the importance of contextual and culturally sensitive marketing techniques in light of South Africa’s wide variation. The findings provide valuable information for library administration and policymaking, demonstrating the need for marketing strategies that are both adaptable and tailored to unique contexts. This study recommends areas for further research and expands our understanding of digital library marketing, particularly in South Africa.
Abstract
Libraries and information centers of all types and sizes are faced with the need to market and thus library and information professionals must learn to effectively market and advertise their services. This study provides an in-depth analysis of the various marketing strategies used by public and university libraries in South Africa to market the library and information services. It specifically looks at how these strategies are tailored to meet the needs of different user communities within a specific cultural and socioeconomic context. The research uses a comparative technique to examine the similarities and differences in marketing methods used by both public and university libraries. The finding of the study revealed that university libraries primarily focus on digital marketing strategies that use the intellectual background and technological knowledge of its users. On the contrary, the study revealed that public libraries, on the other hand, take a community-oriented approach, expanding their reach via a mix of traditional and digital marketing strategies. Budget, demographics, and technological accessibility are some of the local elements that affect these libraries’ marketing campaigns, according to the report. Also highlighted is the importance of contextual and culturally sensitive marketing techniques in light of South Africa’s wide variation. The findings provide valuable information for library administration and policymaking, demonstrating the need for marketing strategies that are both adaptable and tailored to unique contexts. This study recommends areas for further research and expands our understanding of digital library marketing, particularly in South Africa.
Kapitel in diesem Buch
- Frontmatter I
- Preface V
- Contents VII
- Navigating Data Science and Artificial Intelligence Integration in Library and Information Science: Insights from Four National Libraries 1
- Integrating AI Tools into Stem Research 25
- Ocean Data Management and EU Database Sui Generis Right 53
- Leveraging Browser-based VR for GLAM Institutions: Broadening Access to African and Diaspora Cultural Heritage 77
- Preservation and Digital Repositories: Connections, Possibilities, and Needs 111
- Research Data Management: A Study with Special Reference to Smart Libraries 135
- Telepresence Robots in the GLAM sector: Bridging Divides for an Inclusive and Equitable Smart Society 157
- NLP Driven Citation Analysis of Legal Scholarship: Challenges and Opportunities 177
- ChatGPT and the Future of Library Reference Services 203
- Next-Gen Librarianship: Exploring the Potential of Metaverse in Information Spaces 227
- Tribal Legal Research and its Challenges in the Age of AI 249
- Digital Silent Rooms and Libraries in France During the COVID-19 Pandemic: Enacting Intimate Study Environments 269
- Exploring IOT Awareness among Library Professionals: Insights from a Developing Country’s Perspective 291
- Information Literacy in Academic Library Instruction 311
- Introducing Indiana University Bloomington Libraries Publishing: A Case Study 337
- Teaching Information Literacy Skills in Higher Learning Institutions in Zimbabwe 359
- Gender Parity Towards Access and Use of ICT in Academic Libraries in Nigeria 385
- Literacy Meaning Construction for Malang City: Community Libraries Activists 407
- The Nexus of Food Consumerism: Information Science and Technology Perspectives in Ghana 433
- Marketing Strategies for Library Services: A Comparative Study Between University and Public Libraries 453
- Analyzing the Socio-economic and Environmental Impacts of Artificial Intelligence Adoption in Libraries 473
- Transforming Government Information: The Digital Evolution of the United States Government Publishing Office 493
- Information Technology Acceptance in Health Information Management Practice in Nigeria: Benefits and Challenges 515
- Beyond Information Access: Libraries as Centers of Metaliteracy in the 21st Century 535
- The Current State of Artificial Intelligence Use and its Ethical Implications in Higher Education in Zimbabwe 561
- Expanding Boundaries: The Role of VR in the Modern Library 589
- Open Access and Research Visibility: The Prospects and Challenges of an Open Access Policy in Uganda 611
- Revolutionary Research: The Integration of AI and Blockchain in Peer Review Protocols 633
- About the Contributors 665
Kapitel in diesem Buch
- Frontmatter I
- Preface V
- Contents VII
- Navigating Data Science and Artificial Intelligence Integration in Library and Information Science: Insights from Four National Libraries 1
- Integrating AI Tools into Stem Research 25
- Ocean Data Management and EU Database Sui Generis Right 53
- Leveraging Browser-based VR for GLAM Institutions: Broadening Access to African and Diaspora Cultural Heritage 77
- Preservation and Digital Repositories: Connections, Possibilities, and Needs 111
- Research Data Management: A Study with Special Reference to Smart Libraries 135
- Telepresence Robots in the GLAM sector: Bridging Divides for an Inclusive and Equitable Smart Society 157
- NLP Driven Citation Analysis of Legal Scholarship: Challenges and Opportunities 177
- ChatGPT and the Future of Library Reference Services 203
- Next-Gen Librarianship: Exploring the Potential of Metaverse in Information Spaces 227
- Tribal Legal Research and its Challenges in the Age of AI 249
- Digital Silent Rooms and Libraries in France During the COVID-19 Pandemic: Enacting Intimate Study Environments 269
- Exploring IOT Awareness among Library Professionals: Insights from a Developing Country’s Perspective 291
- Information Literacy in Academic Library Instruction 311
- Introducing Indiana University Bloomington Libraries Publishing: A Case Study 337
- Teaching Information Literacy Skills in Higher Learning Institutions in Zimbabwe 359
- Gender Parity Towards Access and Use of ICT in Academic Libraries in Nigeria 385
- Literacy Meaning Construction for Malang City: Community Libraries Activists 407
- The Nexus of Food Consumerism: Information Science and Technology Perspectives in Ghana 433
- Marketing Strategies for Library Services: A Comparative Study Between University and Public Libraries 453
- Analyzing the Socio-economic and Environmental Impacts of Artificial Intelligence Adoption in Libraries 473
- Transforming Government Information: The Digital Evolution of the United States Government Publishing Office 493
- Information Technology Acceptance in Health Information Management Practice in Nigeria: Benefits and Challenges 515
- Beyond Information Access: Libraries as Centers of Metaliteracy in the 21st Century 535
- The Current State of Artificial Intelligence Use and its Ethical Implications in Higher Education in Zimbabwe 561
- Expanding Boundaries: The Role of VR in the Modern Library 589
- Open Access and Research Visibility: The Prospects and Challenges of an Open Access Policy in Uganda 611
- Revolutionary Research: The Integration of AI and Blockchain in Peer Review Protocols 633
- About the Contributors 665
