Marketing Strategies for ICT-Based Services in Academic Libraries: A Conceptual Description

Abstract

The advancement in technology has made it possible for ICT-based services to be offered in academic libraries to meet the information  needs and expectations of today's library users. For any academic library to remain relevant in the current climate, it has to adopt  appropriate marketing strategies to garner effective use of information products and desired patronage. It is common knowledge that  when libraries take initiatives to market their activities, they are bound to create the awareness to their services whereby users will access  and use effectively. This paper presents the conceptual description of marketing strategies for ICT-based services in academic  libraries and presenting a general overview of ICT-based services and the different marketing strategies that could be adopted in marketing the services. Reasons for marketing ICT-based services and required skills for LIS professional are also examined. The paper  reveals the possible challenges academic libraries could encounter in marketing ICTbased services. In conclusion, the paper establishes  that marketing gives libraries the necessary tools to determine what ICT-based services users want, and guides them to develop,  package, and promote those services in a way that will attract users to patronizing the libraries effectively. It is recommended among  others that top management should constantly upgrade the existing ICT facilities in libraries and subscribe to more databases to entice  library users.