MARKETING OF INFORMATIONMARKETING OF INFORMATION

By By Ms. Preeti Patel Ms. Preeti Patel

LecturerLecturerSchool of Library And Information Science School of Library And Information Science

DAVV, IndoreDAVV, IndoreEmail: preetipatel2407@yahoo.co.inEmail: preetipatel2407@yahoo.co.in

MARKETING OF INFORMATIONMARKETING OF INFORMATION

Information IndustryInformation Industry Marketing of InformationMarketing of Information Attribute of Information as a productAttribute of Information as a product Marketing of knowledgeMarketing of knowledge Factor affected to Information IndustryFactor affected to Information Industry

Assessment the Users needAssessment the Users need Identification of usersIdentification of users Searching tendencies of usersSearching tendencies of users Expectation of users from Information Centers Expectation of users from Information Centers Relationship between Information gathering Relationship between Information gathering

and delivery.and delivery. Marking StrategiesMarking Strategies Application of Marketing StrategyApplication of Marketing Strategy

Information IndustryInformation Industry

1. The Information industry is growing fast . 1. The Information industry is growing fast . 2. It Package information in variety of ways. 2. It Package information in variety of ways. 3. It contains high growth and low growth sections; 3. It contains high growth and low growth sections;

and growth within each sections change by new and growth within each sections change by new knowledge, new technology, new packaging and knowledge, new technology, new packaging and govt. intervention. govt. intervention.

4. Marketing tries to provide information that satisfy 4. Marketing tries to provide information that satisfy the user’s need through a coordinated set of the user’s need through a coordinated set of activities to achieve the goals of organization.activities to achieve the goals of organization.

Information IndustryInformation Industry

GoodsCatalogue USERS

DOCUMENTATIOn

INDUSTRY

USERS

STORTE Sale & Marketing

RESEARCH Report & Publication Library Inf. Officer

Marketing of InformationMarketing of Information

1. The product is the heart of the marketing 1. The product is the heart of the marketing exchange. In marketing of Information the exchange. In marketing of Information the Information is like as a product. Information is like as a product.

2.Technology influences the changes of 2.Technology influences the changes of information tools and techniques in market information tools and techniques in market place. place.

3. Information as a product has a range of unique 3. Information as a product has a range of unique features that affects the nature of relationship features that affects the nature of relationship between users and Information providers, and between users and Information providers, and the nature of the information market place. the nature of the information market place.

Attribute of Information as a productAttribute of Information as a product

1.1. Information is not lost when it is given or Information is not lost when it is given or sold to others,sold to others,

2.2. The value of Information is not readily The value of Information is not readily quantifiable quantifiable

3.3. It has no intrinsic value , the value being It has no intrinsic value , the value being dependent upon context and userdependent upon context and user

4.4. Information can multiple lifestyleInformation can multiple lifestyleas ideas and authors move in and out as ideas and authors move in and out fashionfashion

5.Technology facilitate and constraints the 5.Technology facilitate and constraints the delivery of Information. It is crucial to delivery of Information. It is crucial to deliverydelivery

6. Information may be acquired, as with the 6. Information may be acquired, as with the purchase or lease of a CDpurchase or lease of a CD--ROM, or ROM, or accessed via the Internet.accessed via the Internet.

Marketing of knowledgeMarketing of knowledge

Once it is realized that knowledge is Once it is realized that knowledge is a commodity, with researchers as a commodity, with researchers as producers and industry as consumers, it producers and industry as consumers, it becomes clear that in the marketing that becomes clear that in the marketing that in the marketing of knowledge or in the marketing of knowledge or information services , following factors information services , following factors have to kept in mindhave to kept in mind--

Examination of structure of the prospective Examination of structure of the prospective market.market.

The diversification of demandThe diversification of demand Development and stimulation of demandDevelopment and stimulation of demand Active presentation of related commoditiesActive presentation of related commodities Training in searching for and utilization of Training in searching for and utilization of

commodities availablecommodities available Lesion service between users of Information Lesion service between users of Information

bankbank

Information Service and ManagementInformation Service and Management

Information Vender Information user

Librarianship DBMS Inf. BrokerageArchives ConsultingIT

IT Based specialized

InformationContents and Management

Information Technology

Traditional Services

Information Services

Tele. Comm. & Networking

PublishingPublishing

Factor affected to Information Factor affected to Information IndustryIndustry

Market SizeMarket Size Characteristics of product and size Characteristics of product and size Services offeredServices offered Number of SuppliersNumber of Suppliers CompetitivenessCompetitiveness Government policyGovernment policy Influence of TechnologyInfluence of Technology

Market Size Market Size

Changing face of society make changes Changing face of society make changes in information market. The information in information market. The information networks coming up at national , regional networks coming up at national , regional and global level. The individual services and global level. The individual services will not successfully develop market share will not successfully develop market share if there is no coherence between the if there is no coherence between the offerings and general bases of different offerings and general bases of different services, the there will be no market to services, the there will be no market to share.share.

Characteristics of product Characteristics of product

A physical product is anything that is A physical product is anything that is produced to satisfy the needs of user’s produced to satisfy the needs of user’s which can be acquired, stored and which can be acquired, stored and consumed where as services are not consumed where as services are not stored and used.stored and used.

Services offeredServices offered

Library and Information Centers are essentially Library and Information Centers are essentially engaged in offering services are intangible then engaged in offering services are intangible then physical product.physical product.

This is due to very fact the services can not put This is due to very fact the services can not put to test. It cannot be stored, displayed, to test. It cannot be stored, displayed, demonstrated, possessed, tasted, seen, heard demonstrated, possessed, tasted, seen, heard and smelled before they are used. and smelled before they are used.

Reference services, OnReference services, On--line searching and line searching and referral services are few services which are of referral services are few services which are of this kind. this kind.

Relationship between external services and Relationship between external services and internal information flow and management will internal information flow and management will become more importantbecome more important

The rise of brokers will further change the The rise of brokers will further change the information distribution chaininformation distribution chain

Coming into existence of high price and high Coming into existence of high price and high performance services aimed at quite specific performance services aimed at quite specific market segmentmarket segment

Rising cost of paper based documents leading to Rising cost of paper based documents leading to automated servicesautomated services

Most of the cases the services are Most of the cases the services are generated and supplied against on demand.generated and supplied against on demand.

A literature search made upon the receipt of A literature search made upon the receipt of demand will not affect the original source.demand will not affect the original source.

The life span of the services is very short. As the The life span of the services is very short. As the result , a library service is generated only when result , a library service is generated only when it is required by a user. it is required by a user.

Number of SuppliersNumber of Suppliers

There will be an exponential growth of There will be an exponential growth of suppliers, as it involves specification, huge suppliers, as it involves specification, huge financial backing and enormous efforts.financial backing and enormous efforts.

The larger services become progressively The larger services become progressively more dominant.more dominant.

There may be an increase in middle There may be an increase in middle ––men men as distributors or consultants.as distributors or consultants.

Change in the structure of the chain of Change in the structure of the chain of supplysupply--involving brokers, networks involving brokers, networks internal systems which has an effect on internal systems which has an effect on present role of supplierspresent role of suppliers

Change in the range of price (substantial Change in the range of price (substantial revenue to new high performance revenue to new high performance services)services)

CompetitivenessCompetitiveness

Networks and more aggressive approach to Networks and more aggressive approach to multilingual problem can be enable suppliers to multilingual problem can be enable suppliers to reach in to local market although the required reach in to local market although the required new remote marketing initiatives which may be new remote marketing initiatives which may be costly.costly.

Standardization of format and procedural Standardization of format and procedural aspects of supply may put a supplier at aspects of supply may put a supplier at advantage. User awareness will expose suppliers advantage. User awareness will expose suppliers to greater competition.to greater competition.

New suppliers with huge resources keep New suppliers with huge resources keep competition highcompetition high

A private supplier has to develop new A private supplier has to develop new services and new packages in order to services and new packages in order to with stand and competition and earn an with stand and competition and earn an edge in the market.edge in the market.

Government policyGovernment policy

The role of government agencies as The role of government agencies as suppliers of information will bring a lot of suppliers of information will bring a lot of competition. competition.

The position of government may the The position of government may the market permanently unprofitable in area market permanently unprofitable in area covered by subsidiescovered by subsidies

Influence of TechnologyInfluence of Technology

The impact of technology both upon The impact of technology both upon suppliers own process and in the user suppliers own process and in the user environment onto which their services are environment onto which their services are marketed.marketed.

Assessment the Users needAssessment the Users need

1. Identification of users1. Identification of users2. Searching tendencies of users2. Searching tendencies of users3. Purpose and frequency for using library 3. Purpose and frequency for using library

by usersby users4. Expectation of users from Information 4. Expectation of users from Information

CentersCenters5. Management of Information services on 5. Management of Information services on

their expectationtheir expectation

Identification of usersIdentification of users

Guha ( 1983)classified users studies Guha ( 1983)classified users studies under three headsunder three heads--

1.1. Behavior studiesBehavior studies2.2. Use studiesUse studies3.3. Information flow studiesInformation flow studies

These three factor covered in following pointsThese three factor covered in following points-- Identification of user’s groupIdentification of user’s group Assessment of user information needAssessment of user information need Identification of user approaches and attitude in Identification of user approaches and attitude in

finding , locating and obtaining the informationfinding , locating and obtaining the information Orienting the user in finding , locating and Orienting the user in finding , locating and

obtaining the informationobtaining the information Matching the user and his information in such a Matching the user and his information in such a

way that the maximum benefits could be way that the maximum benefits could be derived from library and Information systemderived from library and Information system

Difference between subject interest of different Difference between subject interest of different users make their identity. users make their identity.

The Subject coverage of the information center also The Subject coverage of the information center also help to identify the users.help to identify the users.Engineering collage library has Faculty members and Engineering collage library has Faculty members and students as members of it. students as members of it.

An University library has broad category of their users. An University library has broad category of their users. Research Scholars, special member (students of Research Scholars, special member (students of competitive exam) college students of PG and UG , competitive exam) college students of PG and UG , Faculty member of the collages and University also the Faculty member of the collages and University also the member list of University library member list of University library

Searching tendencies of usersSearching tendencies of users

Physiological needsPhysiological needs Society and security needsSociety and security needs Belonging and social activity needsBelonging and social activity needs Esteem of self respect Esteem of self respect Self actuation and fulfillmentSelf actuation and fulfillment

Purpose and frequency for using Purpose and frequency for using library by userslibrary by users

Most of the users visit library for Most of the users visit library for borrowing books, periodicals and news borrowing books, periodicals and news paper. They also visit library for internet paper. They also visit library for internet surfing and view audiosurfing and view audio--visual material. visual material. Faculty of the institution use library mostly Faculty of the institution use library mostly for research journals and other reading for research journals and other reading materials.materials.

Expectation of users from Expectation of users from Information CentersInformation Centers

Adequate resources/ collectionAdequate resources/ collection Staff’s prompt services and willingness to solve Staff’s prompt services and willingness to solve

user’s problemsuser’s problems Excellent physical facilities and servicesExcellent physical facilities and services Easy access & convenient working hoursEasy access & convenient working hours Providing timely information to usersProviding timely information to users Attractive display of document in library Attractive display of document in library Understanding specific needs of usersUnderstanding specific needs of users Staff ‘s personalize attention toward usersStaff ‘s personalize attention toward users

Marketing StrategiesMarketing Strategies

Issue of Regular Press releasesIssue of Regular Press releases Distribution of PamphletsDistribution of Pamphlets ReviewsReviews Connection to students and teachersConnection to students and teachers Prepaid coupon book systemPrepaid coupon book system Lectures and Paper presentationLectures and Paper presentation Talk with publication industryTalk with publication industry User’s group meetUser’s group meet Quick response to usersQuick response to users

Application of Marketing StrategyApplication of Marketing Strategy

L&I Centers are the business of acquiring, L&I Centers are the business of acquiring, storing and retrieving various information storing and retrieving various information sources.sources.

User is the core of information services.User is the core of information services. Marketing is an integral part of management Marketing is an integral part of management

and advocate the involvement of staff in it. and advocate the involvement of staff in it. A market oriented staff is more successful in A market oriented staff is more successful in

responding to technological change and in responding to technological change and in seeing that new services reflect the need of the seeing that new services reflect the need of the library’s users.library’s users.

Marketing PlanMarketing Plan Market and situation analysisMarket and situation analysis Mission analysisMission analysis Resources AnalysisResources Analysis Marketing StrategyMarketing Strategy Monitoring and evolutionMonitoring and evolution ProductProduct PricePrice PromotionPromotion Marketing ResearchMarketing Research

Relationship between Information Relationship between Information Gathering and DeliveryGathering and Delivery

INFORMATION

INFORMATION

SERVICES

MANAGER

USERS

INFORMATION GATHERING INFORMATION DELIVERY

A

TECHNOLOGY

DIRECT ACCESS TECHNOLOGY

DIRECT ACCESS