Review

Module 5: Internet Marketing

To some users the Web site IS the library!

As libraries shift more services to the Internet, the library web site becomes increasingly important -- as a product (service) in its own right and as a major tool in marketing other products of the library. Libraries can use the Web to provide services, to market services, or as part of the marketing process.

The marketing process explores the library's capabilities and matches them to user needs. The foundation of the process is knowing what the library's purpose or mission is in the community. This applies to marketing the library web site, and to marketing other services ON the site, as well.

Planning begins with knowing the library mission and the mission for the web site. The virtual world offers ways to overcome the limitations of the library facility and the constraints of time, increasing the ability of the library to carry out its mission.

Market research helps determine desirable content and design. These considerations are critical in creating a web site that satisfies your customers and is an effective marketing tool. The library web site is part of the public image of the library in the community.

Library users expect value from a web site: good performance, reliability, durability, quality, appealing appearance -- and a wide variety of features and options that enhance access to library resources and increase availability and accessibility.

Promotion lets the community know what your web site has to offer. Market the web site in the library and market the library on the web site! Offer users features they need based on your research and provide a means of feedback to determine if your promotion strategies are working.

The marketing plan establishes specific measurable goals and methods of evaluation. The library Web site requires additional evaluation: usability testing and solicitation of feedback are recommended. Evaluation of web sites should be done on a frequent and regular basis, should consider needs of all user groups, and results should be used in site updating.

Changes in technology and demographics affect what we market, how we market, and to whom we market. The process of planning, however, will still require careful assessment of who we are, who our customers are, what they need, and how we can provide it.

Quiz