Marketing of e- resources


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Marketing of e- resources

  1. 1. Marketing of e-resourcesMarketing of e-resources The 26th UN/WB/UL partnership workshop and meeting 23rd May 2013 Kericho Peter Gatiti Aga Khan University Nerisa Kamar UN Habitat
  2. 2. ObjectivesObjectives  Introduction to marketing concept  How to market e-resources  Overview of marketing tools  Importance of e-resources  Selection of e-resources
  3. 3. IntroductionIntroduction Libraries 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?
  4. 4. 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.
  5. 5. Marketing mix 4Ps 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?
  6. 6. How to market e-resources:How to market e-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 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”)
  7. 7. 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
  8. 8. 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: Open source guide, SubjectPlus is available via:  Leaflets: Lists of databases held or types of e-resources can be featured. Do not incorporate too much information
  9. 9. 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
  10. 10. Resource of the month A 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’
  11. 11. Alerting service Users interested in a specific subject area can register for the alerting service by entering their name and e-mail address. New electronic resources that have 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.
  12. 12. 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
  13. 13. 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 for E-resources  Social Media: Facebook, LinkedIn and twitter  Participate in promotional awards
  14. 14. Importance of e-resourcesImportance of 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
  15. 15. Selection criteriaSelection 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
  16. 16. Technical requirementsTechnical 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")?
  17. 17. 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?
  18. 18. Electronic resources available toElectronic resources available to institutions: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
  19. 19. 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.
  20. 20. ChallengesChallenges 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
  21. 21. 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.
  22. 22. RecommendationsRecommendations  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
  23. 23. ReferencesReferences  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.  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.
  24. 24. Thank you!