Marketing of e resources


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A presentation made during the 26th UN/WB/UL partnership meeting

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Marketing of e resources

  1. 1. Marketing of e-resources The 26th UN/WB/UL partnership Workshop and meeting, 23rd May 2013, Kericho
  2. 2. Marketing concept What is marketing and why market? - Making known of an e-resource with an aim of increasing access and use of a resource, to support quality teaching and research output.
  3. 3. How to market e- resources/marketing tools  TRAINING- Effective training and most valuable promotional tools of an e-collection.  Helps to limit anxiety associated with electronic searching. Effective approaches: • Top- down training- • Training as part of library Programme/project • One-on-one training- to individual users. • Training as part of information literacy Programme(also known as freshman’s kitty”).
  4. 4. Tips on effective training: • Esthetic value • Keep it simple and to the point • Timely- when required- not during CATS and exam period • Right audience- use appropriate databases as examples • Acquire promotional tools from the publisher/consortium/parent institution - makes it more authentic • Demonstrate search and access of e-resources at events initiated by the institution
  5. 5. Other marketing tools  Brochures  Share user names and passwords- the issue of usernames  Alerts: thematic e- resources of the month;  share Uniform Resource Locator’s (URLs); share links  Branding: pens, writing materials, flask disks and T- shirts.  E-resource online guides favorites, bookmarks,
  6. 6. 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 severs- E- resource  Social Media: facebook, LinkedIn and twitter  Participate in promotional awards  Library newsletter-  Web page alert- An announcement of anew e-resource, posted on the library Web page
  7. 7. E-resources Why e-resources:  Increase in availability of resources in electronic format  Improved infrastructure  Reduced costs of computers and related hardware  CHALLENGE: in-effective marketing of resources
  8. 8. 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
  9. 9. 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")?
  10. 10. 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?
  11. 11. Electronic resources available to institutions:  Electronic resources have a direct or indirect cost.  Options: Paid for- scholarly reputable databases – as direct payment 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
  12. 12.  “Free” – available through programmes such as Research4life programme.  Free- open source in the Internet. In most cases NOT authentic.
  13. 13. “Free” – available through programmes such as Research4life programme. 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.
  14. 14. Challenges 1. 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 2.The cost of e-resource (initial cost and the ever increasing annual subscriptions). Initial costs for infrastructure (hardware, networking) and staff training.
  15. 15. Recommendation • Simply attempt to get the attention of our 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.
  16. 16. References 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. Evaluation Criteria and Indicators of Quality for Internet Resources." Educational Technology, March/April, 1997. 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. Marie R. Kennedy. 2011. “What Are We Really Doing to Market Electronic Resources?” Library Management 32(3): 144-158. 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. Millet, M.S. and Chamberlain, C. (2007), “Word-of-Mouth Marketing Using Peer Tutors”, The Serials Librarian, Vol. 53, No. 3, pp. 95-105.