future of library and information services marketing
DESCRIPTION
Presentation made during SLA Asian International Conference on 'Future of LIS Marketing'TRANSCRIPT
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International Conference of Asian Special Libraries (ICoASL-2008)New Delhi, 26-28 November 2008
Dinesh K. Gupta
Associate Professor of Lib. & Inf. Sc.
V M Open University, Kota (Rajasthan)
Blog: www.marketing-mantra-for-librarians.blogspot.com
FUTURE OF LIS MARKETING
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MARKETING MATTERS!
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Getting to Know Marketing…
Marketing is everything…
LIS Marketing on the March…
LIS Marketing to grow…
DISCUSSION WILL COVER…
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There is no single accepted Universal Definition of Marketing…
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DEFINING MARKETING…
‘Marketing is the performance of business activities that direct the flow of goods and services from producer to consumers’
-National Association of Marketing Teachers, 1935
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DEFINING MARKETING…
‘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’
-American Marketing Association, 1985
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DEFINING MARKETING…
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”
-American Marketing Association ,2004
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‘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)
DEFINING MARKETING… Chartered Institute of Marketing (U.K.)
‘Marketing is the management process which identifies, anticipate and supplies customer requirements efficiently and profitably’ (1976)
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MARKETING STREAMS…
Not-for-profit Marketing
Real-life Marketing
Relationship Marketing
Internal Marketing
Integrated Marketing
Symbolic Marketing
Direct Marketing Customer Focused
Marketing
Strategic Marketing
Digital Marketing
Guerrilla Marketing
Interactive Marketing
Savvy Marketing
Future-driven marketing
Realistic Marketing
Experience Based Marketing
Permission Marketing
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MARKETING IS AS
BIG AS YOU WANT IT TO BE…
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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)
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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….
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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
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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
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Philip Kotler Revolutionized the marketing concept with his idea of “Marketing of non-profit organizations”
1969
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MARKETING IS EVERYTHING….
Formal Marketing1969…1996
Product development
User fee
Information brokers
User charges
Information economy
Market analysis
Information utilities
Pricing
Mega trend marketing
Segmentation
Marketing planning
Marketing strategy
Online services marketing
information and corporate culture
Fee or free
Fund raising
Lobbying
Environmental Scanning
Global marketing
New technology and marketing Mission statement
Marketing communication
Marketing audit
Information Marketing through physical environment
Fee based services
Satisfying patrons
Developing image
Brand strategies
Changing perceptions, making PR worth for
Consortium marketing
information and corporate culture
Customer Service
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MARKETING IS EVERYTHING….
LIS Marketing 1996… Service quality
Customer service
Advocacy
Marketing campaign
Marketing library online
Information marketplace
Part-time public relations
Future-driven marketing
Publicity through web-design Marketing 101
Product designed and testing
Measuring use and value
Electronic information service marketing Branding
Marketing your expertise
Visible librarian
Designing broachers
Shy librarian
Card campaign
Focus Group
@ your library campaign
Virtual reference
Realistic Marketing
Marketing through blogs
Performance measurement within marketing frame
Think like a business act like a library
Develop and market a winning collection
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MARKETING IS EVERYTHING…
14 Ideas to Effective Marketing: Signage strategies
Stock management
Inspiring displays
New books strategy
Departmental Policies
Favourites Policy
Entertainment Policy
Customer Care
Retail Strategies
Your refreshment offer
Internal marketing
External marketing
Partnership and Network marketing
Merchandising
www.bobsbooks.com.au/catalog/index.php?cPath=32
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INTEREST OF LIS PROFESSIONALS IS ON RISE…
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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
Growth of Literature
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RESOURCES ON LIS MARKETING
Bibliographies Books Papers Dissertations Reports Free promotional literature Free/ priced training Packages Videos/ Podcasts E –books Newsletters
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BLOGS ON LIBRARY MARKETING
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ASSOCIATIONS HELP LIBRARIANS TO MARKET
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ASSOCIATIONS HELP IN MARKETING…
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ASSOCIATIONS HELP IN MARKETING…
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ASSOCIATIONS HELP IN MARKETING…
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ASSOCIATIONS HELP IN MARKETING…
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PUBLISHERS, VENDORS JOIN LIBRARIANS TO MARKETING LIBRARY SERVICES
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PUBLISHERS, VENDORS JOIN…
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PUBLISHERS, LIBRARIANS JOIN…
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LIS MARKETING TO GO…
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LIBRARY MARKETING TO GO…
Trends Environmental
Analysis Market Competition Market Research Customers 4 Ps Marketer
Some other Important aspects:
Branding Image Value Funding Quality Technology
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Users
Support
staff
Professionals
AdministrationTe
chno
logi
sts
Access
NetworkPr
ogra
mm
es
Services
Pric
ing
Decisions
En
viro
nmen
t Ana
lysi
s
Geo
grap
hic
Occ
upat
iona
l
Gender
Age
Target Group
Lang
uage
Environments
Soc
ial
Cul
tura
l
Political
Technological
Eco
nom
ic
Phy
sica
l
Employment
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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
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MARKETING, NOT TECHNOLOGY IS THE CHALLENGE….DigitizationWi-fiGoogleWeb 2.0
Technology comes first, the
marketing follows.
Technology embodied
adaptability, programmabilit
y, customisability and marketing that delivers on those qualities
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FOCUSING IN CUSTOMERS, NOT COMPETITORS..
http://headrush.typepad.com/creating_passionate_users/
You never know who your Competitors are?
Copying competitors is a race to the bottom
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NEW GENERATION OF INFORMATION USERS…
Gen Y Gen X Google
Generation
-Well Informed -More demanding
-Do not Want to wait-Loyalty Shifts
Faster-Share their opinion
freely
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INFORMATION LIFE CYCLECreation
Application
Acquisition
Organisation
Storage
Retrieval
Access, LendingDissemination
Use
Sharing
Information Management
Information Use
Every Product is Service and a Product
Product life–time reduces drastically
[Wilson (2005): Extended life-cycle of Information]
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WHAT COMMUNITY THINKS ABOUT US..
1. Helpful 2. Bookish3. Friendly4. Orderly5. Boring6. Polite7. Quite8. Kind
9. Conservatively dressed
10. Pleasant11. Efficient12. Wearing glasses13. Reserved14. Uncreative15. Intelligent16. Uninteresting
Source: Image problem even haunts hi-tech libraries, ASLIB Information, 60 (3), 2008, p.229-241
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LIBRARIANS ON THE CATWALK…
http://cache.gawker.com/assets/images/39/2008/04/medium_librarian040708.jpg
Google looks at us this way……
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BRANDING EXPERIENCE…
Evaluation and suggestion forms
Exhibit display panel Facility map Fax sheet Flyers Information handouts Interlibrary loan slips Lanyards Discussion list
messages Master letterhead Mouse pad News letterhead
A Checklist for Branding Award cards and envelops Bookmarks Bookshelf panels Brochures Bulletin boards Business cards Cited reference search
letters Document delivery cover
sheets E-mail signatures Entrance, lobby, and
elevator signs
Notepads Online training forms Pens, pencils, mugs, T-
shirts Portfolios Postcards Posters PowerPoint shells Search results cover
sheets Sticky notes Telephone recordings Tent cards Training manual covers Web site
[Clerk, Cindy, Revitalizing a brand, Information Outlook, 10(11), November 2006, 17-23]
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WHICH WAY DO YOU WANT TO SERVE YOUR CUSTOMERS…
http://www.sla.org/content/Shop/Information/infoonline/2002/jul02/gupta.cfm
• Miserable Customer Service
• Careless customer service
• Anticipated customer service
• Competent Customer service
• Exceptional Customer Service
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COMMUNICATION: MONOLOGUE TO DIALOGUE….
BroadcastTelecastWebcastPodcast+ moreSMSPhone calls
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GOOGLE HITS…
[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.]
To use the library or not to use the library, that is the question:
Whether 'tis easier to find a needle in a haystack in Google
Or to take arms and use library databases designed with students in mind.
What dreams may come from using library resources
Of devoutly to be wish'd for good citations, easily found (and emailed to ourselves) before we sleep
For who would bear the thousands of useless search engine hits,
The insolence of unreliable data,
To grunt and sweat under a weary life of Internet use,
When good grades, more time, and better friends come from using the library website.
(with apologies to fans of William Shakespeare)
http://urifrommissouri.blogspot.com/
To use a librarian or not to use..
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GETTING TO KNOW MARKETING…FROM AWARENESS TO FUNDING
The public’s awareness of libraries is based on yesterday.
Residents are not aware that their public libraries are under financial stress.
Today’s support comes from those who believe libraries transform lives.
Library funding support is an attitude, not a demographic.
Awakening and reinforcing the transformational value of the library is the most important factor in increasing library funding support.
As library funding faces increasing economic strains, Probable Supporters and Super Supporters must be reached, motivated and mobilized to support library funding.
www.oclc.org
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MARKETERS WITHIN YOUNo one else will do it for you.You know your library better than anyone else. You know—or should know—your organization and customers best.
No one has more to gain from marketing or more to lose if you don’t market.
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CONCLUSION… FUTURE…LIS MARKETING WILL BE-FASTER-MORE DYNAMIC AND FLEXIBLE-MORE SOCIALLY RESPONSIBLE
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THANKS!