Future of Library and Information Services Marketing

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Presentation made during SLA Asian International Conference on 'Future of LIS Marketing'

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  • Future of Library and Information Services Marketing

    1. 1. Dinesh K. Gupta Associate Professor of Lib. & Inf. Sc. V M Open University, Kota (Rajasthan) I nternational Conference of Asian Special Libraries (ICoASL-2008) New Delhi, 26-28 November 2008 Blog: www.marketing-mantra-for-librarians.blogspot.com FUTURE OF LIS MARKETING
    2. 2. MARKETING MATTERS!
    3. 3. Getting to Know Marketing… Marketing is everything… LIS Marketing on the March… LIS Marketing to grow… DISCUSSION WILL COVER…
    4. 4. <ul><li>There is no single accepted Universal Definition of Marketing… </li></ul>
    5. 5. DEFINING MARKETING… <ul><li>‘ Marketing is the performance of business activities that direct the flow of goods and services from producer to consumers ’ </li></ul><ul><li>-National Association of Marketing Teachers, 1935 </li></ul>
    6. 6. DEFINING MARKETING… <ul><li>‘ Marketing consists of individual and organizational activities that facilitate and expedite exchange relationships in a dynamic environment through the creation, servicing, distribution, promotion and pricing of goods, services, and ideas’ </li></ul><ul><li>-American Marketing Association, 1985 </li></ul>
    7. 7. DEFINING MARKETING… <ul><li>Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders ” </li></ul><ul><li>-American Marketing Association ,2004 </li></ul>
    8. 8. <ul><li>‘ The strategic business function that creates value by stimulating, facilitating and fulfilling customer demand. It does this by building brands, nurturing innovation, developing relationships, creating good customer service and communicating benefits. By operating customer-centrically , marketing brings positive return on investment, satisfies shareholders and stake-holders from business and the community, and contributes to positive behavioural change and a sustainable business future .’ (2007) </li></ul>DEFINING MARKETING… Chartered Institute of Marketing (U.K.) ‘ Marketing is the management process which identifies, anticipate and supplies customer requirements efficiently and profitably’ (1976)
    9. 9. MARKETING STREAMS… <ul><li>Not-for-profit Marketing </li></ul><ul><li>Real-life Marketing </li></ul><ul><li>Relationship Marketing </li></ul><ul><li>Internal Marketing </li></ul><ul><li>Integrated Marketing </li></ul><ul><li>Symbolic Marketing </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Customer Focused Marketing </li></ul><ul><li>Strategic Marketing </li></ul><ul><li>Digital Marketing </li></ul><ul><li>Guerrilla Marketing </li></ul><ul><li>Interactive Marketing </li></ul><ul><li>Savvy Marketing </li></ul><ul><li>Future-driven marketing </li></ul><ul><li>Realistic Marketing </li></ul><ul><li>Experience Based Marketing </li></ul><ul><li>Permission Marketing </li></ul>
    10. 10. MARKETING IS AS BIG AS YOU WANT IT TO BE…
    11. 11. MARKETING IS EVERYTHING… [Renberg, Greta, Marketing library services: how it all began, In Sevard, R., Ed., Adapting Marketing.., K G Saur, 2000] Renberg traces history of marketing since 1876 and goes till formal marketing starts taking place He conforms occurrence of term advertising (1896), outreach (1897), extension work (1909)
    12. 12. 1913- Bibliography on marketing 1914: A field for special libraries 1915- Rail travel libraries 1916- Special libraries and shoes 1917 Books and Advertiser 1919- Internal publicity as an aid to laboratory 1920 Selling the Special library idea When we look from Special Libraries Perspective….
    13. 13. 1921- Marketing information the basis for successful sales policy 1924- Value of a library to engineer 1927 Exhibits and exhibitions 1927-How can we sell ourselves to our organization 1929- Service always sales 1930- Business idea in libraries
    14. 14. 1936- Outside services of special libraries 1937- Contact with our clientele 1943- Publicity for the Special Library 1954- Library Extension Service 1955- What the User Expects from the Library 1964- Public Relations for the Special Library 1969- The Librarian-customer relationship
    15. 15. Philip Kotler Revolutionized the marketing concept with his idea of “Marketing of non-profit organizations” 1969
    16. 16. MARKETING IS EVERYTHING…. <ul><li>Formal Marketing1969…1996 </li></ul><ul><li>Product development </li></ul><ul><li>User fee </li></ul><ul><li>Information brokers </li></ul><ul><li>User charges </li></ul><ul><li>Information economy </li></ul><ul><li>Market analysis </li></ul><ul><li>Information utilities </li></ul><ul><li>Pricing </li></ul><ul><li>Mega trend marketing </li></ul><ul><li>Segmentation </li></ul><ul><li>Marketing planning </li></ul><ul><li>Marketing strategy </li></ul><ul><li>Online services marketing </li></ul><ul><li>information and corporate culture </li></ul><ul><li>Fee or free </li></ul><ul><li>Fund raising </li></ul><ul><li>Lobbying </li></ul><ul><li>Environmental Scanning </li></ul><ul><li>Global marketing </li></ul><ul><li>New technology and marketing Mission statement </li></ul><ul><li>Marketing communication </li></ul><ul><li>Marketing audit </li></ul><ul><li>Information Marketing through physical environment </li></ul><ul><li>Fee based services </li></ul><ul><li>Satisfying patrons </li></ul><ul><li>Developing image </li></ul><ul><li>Brand strategies </li></ul><ul><li>Changing perceptions, making PR worth for </li></ul><ul><li>Consortium marketing </li></ul><ul><li>information and corporate cultur e </li></ul><ul><li>Customer Service </li></ul>
    17. 17. MARKETING IS EVERYTHING…. <ul><li>LIS Marketing 1996… </li></ul><ul><li>Service quality </li></ul><ul><li>Customer service </li></ul><ul><li>Advocacy </li></ul><ul><li>Marketing campaign </li></ul><ul><li>Marketing library online </li></ul><ul><li>Information marketplace </li></ul><ul><li>Part-time public relations </li></ul><ul><li>Future-driven marketing </li></ul><ul><li>Publicity through web-design Marketing 101 </li></ul><ul><li>Product designed and testing </li></ul><ul><li>Measuring use and value </li></ul><ul><li>Electronic information service marketing Branding </li></ul><ul><li>Marketing your expertise </li></ul><ul><li>Visible librarian </li></ul><ul><li>Designing broachers </li></ul><ul><li>Shy librarian </li></ul><ul><li>Card campaign </li></ul><ul><li>Focus Group </li></ul><ul><li>@ your library campaign </li></ul><ul><li>Virtual reference </li></ul><ul><li>Realistic Marketing </li></ul><ul><li>Marketing through blogs </li></ul><ul><li>Performance measurement within marketing frame </li></ul><ul><li>Think like a business act like a library </li></ul><ul><li>Develop and market a winning collection </li></ul>
    18. 18. MARKETING IS EVERYTHING… <ul><li>14 Ideas to Effective Marketing: </li></ul><ul><li>Signage strategies </li></ul><ul><li>Stock management </li></ul><ul><li>Inspiring displays </li></ul><ul><li>New books strategy </li></ul><ul><li>Departmental Policies </li></ul><ul><li>Favourites Policy </li></ul><ul><li>Entertainment Policy </li></ul><ul><li>Customer Care </li></ul><ul><li>Retail Strategies </li></ul><ul><li>Your refreshment offer </li></ul><ul><li>Internal marketing </li></ul><ul><li>External marketing </li></ul><ul><li>Partnership and Network marketing </li></ul><ul><li>Merchandising </li></ul>www.bobsbooks.com.au/catalog/index.php?cPath=32
    19. 19. INTEREST OF LIS PROFESSIONALS IS ON RISE…
    20. 20. Growth of Literature Year LISTA LISA 1970-1975 21 13 1976-1980 36 40 1981-1985 127 95 1986-1990 133 154 1991-1995 146 245 1996-2000 217 237 2001-2005 445 240 2005-current 585 127 Total 1710 1151
    21. 21. RESOURCES ON LIS MARKETING <ul><li>Bibliographies </li></ul><ul><li>Books </li></ul><ul><li>Papers </li></ul><ul><li>Dissertations </li></ul><ul><li>Reports </li></ul><ul><li>Free promotional literature </li></ul><ul><li>Free/ priced training Packages </li></ul><ul><li>Videos/ Podcasts </li></ul><ul><li>E –books </li></ul><ul><li>Newsletters </li></ul>
    22. 22. BLOGS ON LIBRARY MARKETING
    23. 23. ASSOCIATIONS HELP LIBRARIANS TO MARKET
    24. 24. ASSOCIATIONS HELP IN MARKETING…
    25. 25. ASSOCIATIONS HELP IN MARKETING…
    26. 26. ASSOCIATIONS HELP IN MARKETING…
    27. 27. ASSOCIATIONS HELP IN MARKETING…
    28. 28. PUBLISHERS, VENDORS JOIN LIBRARIANS TO MARKETING LIBRARY SERVICES
    29. 29. PUBLISHERS, VENDORS JOIN…
    30. 30. PUBLISHERS, LIBRARIANS JOIN…
    31. 31. LIS MARKETING TO GO…
    32. 32. LIBRARY MARKETING TO GO… <ul><li>Trends </li></ul><ul><li>Environmental Analysis </li></ul><ul><li>Market </li></ul><ul><li>Competition </li></ul><ul><li>Market Research </li></ul><ul><li>Customers </li></ul><ul><li>4 Ps </li></ul><ul><li>Marketer </li></ul><ul><li>Some other Important aspects: </li></ul><ul><li>Branding </li></ul><ul><li>Image </li></ul><ul><li>Value </li></ul><ul><li>Funding </li></ul><ul><li>Quality </li></ul><ul><li>Technology </li></ul>
    33. 33. Users Support staff Professionals Administration Technologists Access Network Programmes Services Pricing Decisions Environment Analysis Geographic Occupational Gender Age Target Group Language Environments Social Cultural Political Technological Economic Physical Employment
    34. 34. Context, not the content will win… Content (knowledge, Substance) Context (Environment, Environment of transactions) Infrastructure (Delivery or Backbone) Context (Environment, Environment of transactions) Content (Knowledge, Substance) Infrastructure (Delivery or Backbone) Value Proposition to Customer Value Proposition to Customer Market Place Market Space Source: Rayport and Sviokla, Managing in the Market space, World Executive Digest, Sept. 97, p.18-20
    35. 35. MARKETING, NOT TECHNOLOGY IS THE CHALLENGE…. <ul><li>Digitization </li></ul><ul><li>Wi-fi </li></ul><ul><li>Google </li></ul><ul><li>Web 2.0 </li></ul>Technology comes first, the marketing follows. Technology embodied adaptability, programmability, customisability and marketing that delivers on those qualities
    36. 36. FOCUSING IN CUSTOMERS, NOT COMPETITORS.. <ul><li>You never know who your Competitors are? </li></ul><ul><li>Copying competitors is a race to the bottom </li></ul>http://headrush.typepad.com/creating_passionate_users/
    37. 37. NEW GENERATION OF INFORMATION USERS… <ul><li>Gen Y </li></ul><ul><li>Gen X </li></ul><ul><li>Google Generation </li></ul>-Well Informed -More demanding -Do not Want to wait -Loyalty Shifts Faster -Share their opinion freely
    38. 38. INFORMATION LIFE CYCLE Creation Application Acquisition Organisation Storage Retrieval Access, Lending Dissemination Use Sharing Information Management Information Use <ul><li>Every Product is Service and a Product </li></ul><ul><li>Product life–time reduces drastically </li></ul>[Wilson (2005): Extended life-cycle of Information]
    39. 39. WHAT COMMUNITY THINKS ABOUT US.. <ul><li>1. Helpful </li></ul><ul><li>2. Bookish </li></ul><ul><li>3. Friendly </li></ul><ul><li>4. Orderly </li></ul><ul><li>5. Boring </li></ul><ul><li>6. Polite </li></ul><ul><li>7. Quite </li></ul><ul><li>8. Kind </li></ul>9. Conservatively dressed 10. Pleasant 11. Efficient 12. Wearing glasses 13. Reserved 14. Uncreative 15. Intelligent 16. Uninteresting Source: Image problem even haunts hi-tech libraries, ASLIB Information, 60 (3), 2008, p.229-241
    40. 40. LIBRARIANS ON THE CATWALK… http://cache.gawker.com/assets/images/39/2008/04/medium_librarian040708.jpg Google looks at us this way……
    41. 41. BRANDING EXPERIENCE… <ul><li>Evaluation and suggestion forms </li></ul><ul><li>Exhibit display panel </li></ul><ul><li>Facility map </li></ul><ul><li>Fax sheet </li></ul><ul><li>Flyers </li></ul><ul><li>Information handouts </li></ul><ul><li>Interlibrary loan slips </li></ul><ul><li>Lanyards </li></ul><ul><li>Discussion list messages </li></ul><ul><li>Master letterhead </li></ul><ul><li>Mouse pad </li></ul><ul><li>News letterhead </li></ul><ul><li>A Checklist for Branding </li></ul><ul><li>Award cards and envelops </li></ul><ul><li>Bookmarks </li></ul><ul><li>Bookshelf panels </li></ul><ul><li>Brochures </li></ul><ul><li>Bulletin boards </li></ul><ul><li>Business cards </li></ul><ul><li>Cited reference search letters </li></ul><ul><li>Document delivery cover sheet s </li></ul><ul><li>E-mail signatures </li></ul><ul><li>Entrance, lobby, and elevator signs </li></ul><ul><li>Notepads </li></ul><ul><li>Online training forms </li></ul><ul><li>Pens, pencils, mugs, T-shirts </li></ul><ul><li>Portfolios </li></ul><ul><li>Postcards </li></ul><ul><li>Posters </li></ul><ul><li>PowerPoint shells </li></ul><ul><li>Search results cover sheets </li></ul><ul><li>Sticky notes </li></ul><ul><li>Telephone recordings </li></ul><ul><li>Tent cards </li></ul><ul><li>Training manual covers </li></ul><ul><li>Web site </li></ul>[Clerk, Cindy, Revitalizing a brand, Information Outlook, 10(11), November 2006, 17-23]
    42. 42. WHICH WAY DO YOU WANT TO SERVE YOUR CUSTOMERS… <ul><li>Miserable Customer Service </li></ul><ul><li>Careless customer service </li></ul><ul><li>Anticipated customer service </li></ul><ul><li>Competent Customer service </li></ul><ul><li>Exceptional Customer Service </li></ul>http://www.sla.org/content/Shop/Information/infoonline/2002/jul02/gupta.cfm
    43. 43. COMMUNICATION: MONOLOGUE TO DIALOGUE…. Broadcast Telecast Webcast Podcast + more SMS Phone calls
    44. 44. GOOGLE HITS… <ul><li>[ I know many of us are faced with the challenge of explaining why librarians are needed in the age of Google. I thought maybe Shakespeare might help, so I adapted some of his advice.] </li></ul><ul><li>To use the library or not to use the library, that is the question: </li></ul><ul><li>Whether 'tis easier to find a needle in a haystack in Google </li></ul><ul><li>Or to take arms and use library databases designed with students in mind. </li></ul><ul><li>What dreams may come from using library resources </li></ul><ul><li>Of devoutly to be wish'd for good citations, easily found (and emailed to ourselves) before we sleep </li></ul><ul><li>For who would bear the thousands of useless search engine hits, </li></ul><ul><li>The insolence of unreliable data, </li></ul><ul><li>To grunt and sweat under a weary life of Internet use, </li></ul><ul><li>When good grades, more time, and better friends come from using the library website. </li></ul><ul><li>(with apologies to fans of William Shakespeare) </li></ul>http://urifrommissouri.blogspot.com/ To use a librarian or not to use..
    45. 45. GETTING TO KNOW MARKETING…FROM AWARENESS TO FUNDING <ul><li>The public’s awareness of libraries is based on yesterday. </li></ul><ul><li>Residents are not aware that their public libraries are under financial stress. </li></ul><ul><li>Today’s support comes from those who believe libraries transform lives. </li></ul><ul><li>Library funding support is an attitude, not a demographic. </li></ul><ul><li>Awakening and reinforcing the transformational value of the library is the most important factor in increasing library funding support. </li></ul><ul><li>As library funding faces increasing economic strains, Probable Supporters and Super Supporters must be reached, motivated and mobilized to support library funding. </li></ul>www.oclc.org
    46. 46. MARKETERS WITHIN YOU <ul><ul><li>No one else will do it for you. </li></ul></ul><ul><ul><li>You know your library better than anyone else. </li></ul></ul><ul><ul><li>You know—or should know—your organization and customers best. </li></ul></ul><ul><ul><li>No one has more to gain from marketing or more to lose if you don’t market. </li></ul></ul>
    47. 47. CONCLUSION… FUTURE…LIS MARKETING WILL BE -FASTER -MORE DYNAMIC AND FLEXIBLE -MORE SOCIALLY RESPONSIBLE
    48. 48. THANKS!

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