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筛选: 创建日期 August 24, 2018

Beyond Social Media: A Current View of the Digital Marketing Landscape in Libraries

Type:

Article

摘抄:

There has been a lot of discussion and application of social media marketing in libraries. Not surprisingly, many libraries manage multiple social media accounts on top of traditional marketing strategies. However, not many libraries have developed a strategic digital marketing strategy that synthesizes areas such as video marketing, email marketing, search engine optimization (SEO), mobile marketing, and even outreach through traditional marketing channels. These additional digital marketing channels are equally as important as social media, yet play different roles in attracting, retaining, and engaging users. As users spend an increasing amount of time online searching, it is essential for them to identify the right library resources in a search engine, find the right event in their email and social media, and develop a sense of loyalty through valuable content generated in videos and blogs. Planning for channel overlap as well as users that a campaign may have missed is an essential part of this strategy. This paper is intended to provide an overview of the multi-channel digital marketing landscape and its application in libraries. Recommended actions are provided as well.

作者:

Cheng, Hong

提交者:

Hong Cheng

上传日期:

06/26/2019

更改日期:

06/26/2019

创建:

August 24, 2018

证书:

Attribution-NonCommercial-ShareAlike 4.0 International