marketing of e- resources
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Marketing of e-resources Marketing of e-resources
The 26th UN/WB/UL partnership workshop and meeting
23rd May 2013Kericho
Peter GatitiAga Khan Universitypeter.gatiti@aku.edu
Nerisa KamarUN Habitat
nerisa.kamar@unhabitat.org
ObjectivesObjectives
Introduction to marketing concept
How to market e-resources
Overview of marketing tools
Importance of e-resources
Selection of e-resources
IntroductionIntroductionLibraries continue to move more of their
resources from print to electronic formats
The challenge of effective marketing of those resources has become apparent
The traditional marketing techniques for print resources do not work for e-resources because there are no physical volumes to view
How then do libraries best connect their patrons to appropriate electronic resources?
MarketingMarketing
Making known of an e-resource with an aim of increasing access and use of a resource, to support quality teaching and research output.
Marketing mix4Ps of marketing in the library context
Product: traditional image of the library as the ‘brand identity’
Place/distribution: are products distributed from a physical place, or is the intranet, or even Internet, used as a delivery medium?
Pricing: how do prices for library products or services compare with electronic Internet based current awareness, document delivery or bibliographic services?
Promotion: will the library actively promote its services or risk losing business to new information providers?
How to market e-How to market e-resources:resources:
Training:Effective training is the most valuable promotional tool of e-resources.Helps to limit anxiety associated with electronic searching.
Effective training approaches:Top – down trainingTraining as part of library programme / projectOne- on-one training- to individual usersTraining as part of information literacy programme (also known as freshman’s kitty”)
Organizing an open day:Organizing an open day:
Open days should be carefully designed and used selectively. It is good to accompany existing events or opportunities
Posters, resource guides and leaflets:
Posters: These are usually most effective when associated with the launch of a new service or a special event.
Resource guide: These can be used to showcase e-resources without the constraint of the website. Subscription service is available via: http://springshare.com/libguides. Open source guide, SubjectPlus is available via: http://www.subjectsplus.com
Leaflets: Lists of databases held or types of e-resources can be featured. Do not incorporate too much information
Exploiting a library newsletter
A newsletter distributed by e-mail is an excellent way to market the library, particularly if the library serves several offices or departments in different locations.
Tips for a successful newsletter:• Keep it short and snappy
• Feature some members of your staff in each edition (include photographs)
• Highlight a success story. Did the information you provided help someone win a research grant?
• Reiterate that you are here to help and encourage questions and feedback
Resource of the monthA different resource can be featured
every month on the first welcome screen of the library website. One can offer a short concise description of the content, dates of coverage, and URL.
Usage is likely to go up in the month where the database has been selected as ‘resource of the month’
Alerting serviceUsers interested in a specific subject
area can register for the alerting service by entering their name and e-mail address.
New electronic resources thathave been included can be set on certain status and a list of the resources with the ‘new’ status can be mailed to the interested groups.
Other marketing toolsOther marketing tools Brochures Share user names and
passwords Share Uniform
Resource Locator’s (URLs); share links
Branding: pens, writing materials, flask disks and T-shirts.
E-resource online guides favorites, bookmarks
Marketing tools ...Marketing tools ... Pins: these are
buttons with a marketing slogans e.g. Data junkie, data queen, I love marketing data.
Word of mouth: formal or informal gatherings
Screen savers forE-resources
Social Media: Facebook, LinkedIn and twitter
Participate in promotional awards
Importance of e-Importance of e-resources resources
Why e-resources?Increase in availability of resources in electronic format Improved infrastructureReduced costs of computers and related hardware
CHALLENGE: in-effective marketing of resources
Selection criteria Selection criteria e-resource MUST contribute to the
Library's mission of providing support for instruction and research for its primary clientele
Demand driven
Authentic and reputable source
Accurate
Within library budget
Technical requirements Technical requirements
Hardware & software – standard
Product must be net-workable
- What is the means of accessing data (e.g., are passwords required)?
- Is the resource available at all times (e.g. Internet resources)?
-Are there special security requirements beyond what the library usually provides?
- Is the resource stable (i.e., is the software "buggy")?
Technical ..Technical ....
User friendliness Searching functionality:
- Is the data current? - How often updated?
Does the content include abstracts? Full text?
Does the vendor have a good reputation and provide good service?
Does the vendor provide support materials?
Electronic resources available to Electronic resources available to institutions:institutions:
Electronic resources have a direct or indirect cost.
Options: Paid for- scholarly reputable databases – as directpayment and access by individual institutions or
through consortium’s Access to resources through
consortium’s - 2 ways:
1. Negotiating for discounted access and usage of e-resources with publishers on behalf of the client.
2. Negotiating for discounted through pulled payments
Resources ….Resources ….
Free - available through programmes such as Research4life. Such programmes negotiate for e-resources with the publishers on behalf of clients.
In this model, cost of access to resources is pegged on country GDP.
Free - open source in the Internet. In most cases NOT authentic.
Challenges Challenges Some users may harbor a distrust
of all electronic formats, while other users may not be aware of newly available resources that would meet their needs
The cost of e-resource (initial cost and the ever increasing annual subscriptions)
Initial costs for infrastructure (hardware, networking) and staff training
Conclusion
Marketing of e-resources is now well and truly established as crucial to the success of any service.
A major key to such success is for marketing not to be seen as a bolt-on extra, a luxury that is done when the librarian has the time, but rather as an essential component of service delivery.
Recommendations Recommendations Attempt to get the attention of the patrons
- be courteous, approachable and friendly
Improve the acceptance of the new service- basic training on search and navigation
Enhance awareness of what is available and its value to users- basic marketing strategy; pins, poster, library hour, library screen savers
Guide clients to the appropriate resources- carry out a basic needs assessment to understand your user needs and to guide them to the appropriate e-content
Develop a feedback mechanism. This will assist improve and develop an effective marketing strategy that best meets user needs
References References Cosgrove, J.A. (2006), “Drop Them a Postcard”, College and
Undergraduate Libraries, Vol. 12, No. 1, pp. 93-100. Ellis, R. (2004), “Marketing of electronic resources: projects
and experiences”, Serials, Vol. 17, No. 1, pp. 57-59. Evaluation Criteria and Indicators of Quality for Internet
Resources." Educational Technology, March/April, 1997.http://www.library.illinois.edu/infolit/fiveyearvision.html
Evaluation Procedures for WWW Information Resources: A Final Project Report. Paper Presented at The Annual Convention of the Association for Educational Communications and Technology (AECT), St. Louis, MO.] and published as Wilkinson, G.L., Bennett, L., & Oliver, K.
Kendall, S. and Massarella, S. (2001), “Prescription for Successful Marketing”, Computers in Libraries, Vol. 21, No. 8, pp. 28-32.
Leong, J. (2007), “Marketing Electronic Resources to Distance Students”, The Serials Librarian, Vol. 53, No. 3, pp. 77-93.
Marie R. Kennedy. 2011. “What Are We Really Doing to Market Electronic Resources?” Library Management 32(3): 144-158.
Millet, M.S. and Chamberlain, C. (2007), “Word-of-Mouth Marketing Using Peer Tutors”, The Serials Librarian, Vol. 53, No. 3, pp. 95-105.
Thank you!
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