Promoting Your Library by Using TechnologyWise EMarketing Tools

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Promoting Your Library by Using Technology-Wise
E-Marketing Tools

• Jane Wu Allen Reichert

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What is E-Marketing

• eMarketing is marketing that utilizes the
  Internet as a communications and distribution
  channel. This includes using email and the Web.
  (http//www.viz.co.nz/e-marketing.htm)
• E-marketing can be simply defined as "Achieving
  marketing objectives through use of electronic
  communications technology.-From Wikipedia, the
  free encyclopedia
• The "e-selling" side of e-commerce company
  efforts to communicate about, promote, and sell
  products and services over the Internet. (see
  http//www.prenhall.com/divisions/bp/app/armstrong
  /cw/glossary_6.htmle )

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Use E-Marketing Strategies to Create Targeted and
Customized Services

• E-mail Newsletter
• Blogging
• Third party service wish lists
• Website
• New material List by subject
• Be a student of emerging technology trends

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Marketing Contents - Needs and Value of the
Library to the Community

• Product and Services
• Applications of the services and products
• Possible use of products
• Benefit to make product desirable
• Positioning
• How is the library perceived by
• What would change that perception
• What to do to change that perception

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Why E-mail Marketing

• Inexpensive
• Effective
• Immediate timely information with real time
  delivery
• Targeted
• Easy
• Interactive two-way communication
• Develop relationships and bond
• E-mail marketing can be a promotion, newsletter,
  announcement, etc.

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E-mail Newsletter HTML or Text

• HTML E-mail Newsletter
• Html is easier to scan
• More effective layout
• More click through
• More eye appealing
• Usability programmer side
• Display problem
• Poor design

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Coding HTML Email Newsletter

• Keep it small under 20k in small window
• Simplest possible
• Use images wisely
• Avoid special symbols, odd characters, or
  Microsoft Word smart quotes.
• Use absolute link instead of relative link
• Avoid named anchors
• Avoid java script if possible
• Use Bgcolor instead of background image

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E-mail Newsletter that Works

• Digestible content
• Relevant
• Concise
• Easy to read
• Informational
• Authentic
• Interesting
• Delivery timing
• Frequency

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E-mail Newsletter that Annoys Readers

• Too much content
• Repeatedly sending the same content
• Busy, noisy fonts that hurt eyes
• Failing to encourage interaction
• Forgetting to provide links to more information
• Hard to understand language and jargon

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Comments

• Jane Just wanted to let you know how much I
  enjoyed the newsletter--thanks for spending the
  time to prepare it---I for one am so busy I don't
  take the time to go out and find these notes to
  read for myself but when they come directly to me
  I really get a lot out of reading them...Thanks.
  Tracy
• Very nicely done Jane!  I like the e-news letter!
  Niraj
• To Jane Wu Thanks for sending me the Library
  setup As an emeritus I really appreciate these
  messagesThanks for alerting me!

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Advertising with Blogs

• Easily updated
• Multiple authors
• Multiple blogs
• Less intrusive
• Interactive

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Blogging considerations

• Blog set up
• Librarian commitment
• Content consideration
• Placement
• Audience

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RSS

• Really Simple Syndication
• Rich Site Syndication
• Liaison Professional Literature feeds

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Faculty Comments

• We are working on this idea and this is a
• fantastic resource, thanks!!!
• Communication Faculty
• thanks Allen, this is really interesting and
  applicable to work two MSE art education students
  are doing.
• Art Faculty

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Other RSS uses

• Imbed in Course Management Software
• RSS feeds for new books
• RSS feeds for specific subjects

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Other E-Marketing Tools

• Podcasting
• MP3s through RSS
• E-Cards/postcards

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Reminder

• Know your audience
• Use in conjunction with other marketing tools

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Identify Your librarys Use for the Internet for
Marketing and Its Potential Use in the Future