Approaches For Marketing And Promoting Virtual Learning System Report

Abstract

This report critically assesses an evaluates best examples and approaches for marketing and promoting library and learning skills services in a virtual learning setting. The discussion focuses on showcasing the limitations of traditional library services which followed a product-oriented approach versus a market-oriented approach. The recommendations presented in the discussion present the importance of engaging in marketing planning, market segmentation and branding to improve user perceptions about the service and drive user traffic. This focused marketing approach can lend a competitive advantage to the virtual platform in a digital environment where users prefer to utilize the internet for their information gathering needs.

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Introduction

The advancement and rapid utilization of technology has transformed the way that information is processed and transmitted. Nonetheless, the collection and organization of this information is important to ensure that it is presented to the right audiences through the means of a digital library. Unlike traditional libraries digital libraries transmit services through computer networks and present information in a digital format (Bamgbade et al., 2015). Virtual libraries also maintain a centralized repository by using specialized software which manage all information and data. A centralized repository stores all the publications and scholarly articles or reports which are written by the faculty and staff members of the University and this information is readily available for access online free of charge (Rathee and Kaushik, 2019).

Apart from the digital library collections other services provided in a virtual library include providing access to scholarly databases and journals. The access to centralize databases is often user permitted to students and staff members. Virtual libraries are also supported by the establishment of a central access strategy which enables users to search a multitude of volumes and resources at the click of a button (Rathee and Kaushik, 2019).

In order to become accustomed to the usage of digital libraries and finding information in the digital age it is beneficial for users to develop certain skills which can facilitate access to pertinent information. These skills focus on the ability to efficiently utilize technology and acquire literacy in digital tools to be able to assess and locate information effectively (Zickuhr, Rainie and Purcell, 2013).

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Given the importance of online libraries and virtual learning settings, it is important to identify the best practices which can be adopted by educational institutions to promote library and learning skill services. The purpose of this research is to present the best practice examples for the promotion and marketing of these services in a virtual learning environment. The research also presents recommendations for using these practices at Melbourne Polytechnic.

Literature Review

The use of marketing concepts enables organizations to achieve their objectives while reaching their target audiences and fulfilling their needs. Execution of marketing tools in the promotion of library services highlights the importance of introducing social media in addition to Web 2.0 (Garoufallou et al., 2013).Traditionally, the marketing of library services has focused on appearing to a product-centric concept whereby librarians believed that the quality of a product will enable the achievement of user satisfaction (Gupta, Koontz and Massisimo, 2010).

This long-standing challenge in the marketing of library services has been reflected in an extensive body of literature which indicates that librarians have been reluctant to adopt promotional strategies and marketing activities (Schwamm, Stephens and Cleeve, 2009). This may also be associated with the misconception whereby marketing is solely equated with promotion and profit maximization (Garoufallou et al., 2013) rather than understanding the underlying concepts which can be beneficial to the case of library management and services

Traditional library management has largely remained distant from assessing the information needs of library users while adopting outdated models to manage operations (Garoufallou et al., 2013). Moreover, University libraries have also been marked by the employment of what are known as transactional marketing mechanisms rather than building a relationship with the users of the library service (Garoufallou et al., 2013)

The key reason why it is imperative to adopt best practices in the marketing of library and learning skills is because the advent of the internet has provided users with a plethora of options when it comes to meeting their information needs in an accessible and convenient manner (Ogunsola, 2011). The presence of this option has led to the establishment of a scenario where the significance of the physical library is deteriorating.

The emerging situation means that it is now more important than ever for library services to transition and transform with the digital era and meet the needs of a generation of digital natives who are accustomed to the use of technology (Zimerman, 2012). An important aspect in this case is to position libraries as a centralized information service provider which has a competitive edge over other online resources. As noted previously this can be achieved by adhering to the principles of relationship-based marketing whereby the needs of the customers are recognized and are served accordingly. A product-centric orientation can impact customer satisfaction and diminish the value and potential of a product or service.

Discussion

The extensive literature on the marketing of library services and the user preferences of the digital natives indicates that there is a gap between customer expectations and the value offered by the service especially in the context of a virtual and digitized learning environment (Koutropoulos, 2011).

This aspect indicates that there is a need to conduct a market assessment and environmental scanning to understand the expectations of the users before launching library and learning skills services in a digital learning environment. The first step towards transitioning towards a market centered approach from a product centered approach is based on knowing the customer and understanding their expectations from the service (Garoufallou et al., 2013). The presence of an overly competitive digital information arena presents an external threat to the sustainability of library services.

Based on this identification, library staff and decision makers should embark on an assessment of the existing perceptions of users about the provision of library services. Owing to the negative branding of traditional libraries and the public perception of librarians as being rigid and inflexible, any marketing effort to promote digital library services should also focus on the aspect of branding. This will allow users to develop an image of what the service can offer and the positive impact that it can have on the research output and capabilities (Garoufallou et al., 2013).

The marketing and branding effort should be based on revamping the image of the library service as a hub of information. The role of librarians is of critical importance in this case because virtual repositories also require a focal person to address queries and handle any issues faced by the users. The individuals who operate these systems should receive professional training to help them understand the marketing issues faced by the service.

The best examples of the promotional strategies which can be adopted by the library to improve its reach include initiating a campus-wide campaign and developing messages which highlight the key services provided by the library including the learning skills platform. New services can be promoted by using the information on the student database and presenting the value of the services by launching mass emails and posting on the library’s social media pages (Jones and Harvey, 2019).

Recommendations and Conclusion

Following the discussion conducted in this research, there are certain recommendations which the university can follow to promote and market its library and learning skills platform. The first step in the execution of this marketing plan focuses on conducting market research in a bid to understand the needs and requirements of the users on campus. The target market of the library and learning skills platform can be categorized based on user segmentation. For example, faculty at the University maybe using the library to access specialized journals and databases for submitting their manuscripts. Accordingly, undergraduate students on the campus may be using the library services for accessing course textbooks and additional materials.

The segmentation will help define the usage persona of the target market and enable the library service to be customized based on what the user needs. The next stage in the process is to devise a strategic plan for the library whereby the mission and vision for the service is established in addition to shortlisting the additional value-based services which will be introduced on the platform.

Once these steps in marketing planning have been implemented, the best practices in promoting the service in a digital learning environment would include devising messages which showcase the potential of the service and the advantages that it can provide to users through social media platforms. These messages can also be shared with the target audience on their official institution email addresses. Moreover, another recommendation which could be followed is to create a weekly highlights newsletter for the service to present information about new books and journals that have become recently available on the online platform.

The digital learning environment of today calls for revamping traditional library models which should be based on a comprehensive marketing planning effort which begins at the stage of customer segmentation. Moreover, the service should also undergo an extensive branding campaign whereby it is highlighted and positioned as a central information hub at the University. These efforts would help increase user traffic to the service and enable the users to achieve their respective information goals.

References

Bamgbade, B. J., Akintola, B. A., Agbenu, D. O., Ayeni, C. O., Fagbami, O. O., & Abubakar, H. O. (2015). Comparative analysis and benefits of digital library over traditional library. World Scientific News, 24, 1-7.

Garoufallou, E., Siatri, R., Zafeiriou, G., & Balampanidou, E. (2013). The use of marketing concepts in library services: a literature review. Library Review.

Gupta, D. K., Koontz, C., & Massisimo, A. (Eds.). (2010). Marketing library and information services (pp. 3553-3560). Taylor & Francis.

Jones, M. J., & Harvey, M. (2019). Library 2.0: The effectiveness of social media as a marketing tool for libraries in educational institutions. Journal of Librarianship and Information Science, 51(1), 3-19.

Koutropoulos, A. (2011). Digital natives: Ten years after. MERLOT Journal of Online Learning and Teaching, 7(4), 525-538.

Ogunsola, L. A. (2011). The next step in librarianship: is the traditional library dead?. Library Philosophy and Practice.

Rathee, S., & Kaushik, S. (2019). Steps and Planning in Setting up Digital Libraries and Repositories. Journal of Advancements in Library Sciences, 6(2), 73-76p.

Schwamm, H., Stephens, D., & Cleeve, M. (2009). Marketing orientation of national libraries. Libri, 59(4), 259-274.

Zickuhr, K., Rainie, L., & Purcell, K. (2013). Library Services in the Digital Age. Pew Internet & American Life Project.

Zimerman, M. (2012). Digital natives, searching behavior and the library. New Library World.