With libraries typically spending an increasing chunk of their budgets on e-resources, ensuring these products are both visible and accessible to our users has become crucial. As our digital libraries continue to evolve outside of our physical spaces, the links between the library and its resources are sometimes not as obvious as we would like them to be. As Kennedy and LaGuardia put it, the adage of “if we build it [subscribe to it], they will come" can not necessarily be relied upon in an environment where there is intense competition for our users’ attention.
The
first key point the authors make is that one-off marketing events
won’t work in isolation, they need to be part of a bigger plan. In this
context, a nine-step cycle for developing a marketing plan
for e-resources is presented, but in truth the structure could be applied to nearly any aspect of
library services. Indeed there is a lot of detail on general issues such as the process of developing a marketing plan, and communicating a deliberate, clear and consistent message to your users. This could be interpreted as either a strength or weakness of the book depending on the reader's individual needs and motivations. The
activities and processes that the authors discuss will undoubtedly provide a solid grounding in marketing for librarians in most contexts. However, whilst the text frequently links back to the area of e-resources, it often does not extend
beyond the general. As a reader looking for specifics to take away, I was somewhat
disappointed in this respect. For example, from memory I can’t recall a single
mention of Twitter, and a quick look at the index lists a mere two pages under “social
networks and marketing techniques”. Discovery interfaces get a similarly brief mention, when it would have been possible to devote an entire chapter to this area alone.
That said, Kennedy & LaGuardia do an
excellent job of summarising the relevant literature in the area, although as a result, at times it is hard to hear the authors’ own voices and
experiences coming through.
Throughout the book there are extracts from various libraries’ marketing plans,
and the last third or so of the book comprises sample plans and forms, which
provide useful guidance and ideas for those developing their own strategies.
There are also some nice quick reference aspects, such as the list of marketing
techniques based on Kennedy’s (2010) previous research on pages 52 & 53. This
provides some at-a-glance inspiration for practical ideas for promoting your
e-resources, including techniques such as calendars, VLEs and user guides.
Whilst the book is certainly well-written and contains high quality information, at times I question if the level of detail
included about writing a marketing plan is necessary, when there is a wealth of
other resources and publications users could have consulted for such information. This
approach would have freed up some space for a deeper analysis and discussion of specific promotional and marketing techniques for e-resources, and how
effective (or otherwise) they are. Instead the book is very much a one-stop
shop, and for those already familiar with marketing plans and strategies and
looking for highly specific advice, this can be a little frustrating. For those
completely new to the area however, this is certainly a book that will serve as
a useful toolkit from start to finish - if there is such a thing as a finish in
marketing!
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