Marketing Library & Information Services - Research Paper Example

 Title: Marketing library & information services  Introduction Libraries have ventured in marketing similar to other contemporary organizations. Professionals offering information services have realized the need to maintain customer focus so as to maintain a large market share that may help them to cope with the increasing competition. Customer satisfaction has been identified as a significant strategy that helps in the maintenance of customer loyalty. With the advancements in information technology, the delivery of information services has become global thereby increasing the information available for consumers. There is also an increased demand for information and consumers need efficient and prompt services from suppliers. Libraries are developing fast and most of the services offered are becoming automated. Librarians must therefore develop marketing strategies to help them remain competent in the vibrant market. This paper presents a critique of marketing library and information services. It evaluates current professional issues in managing library and information services as well as the effectiveness of information services in meeting the objectives of the parent organization. The paper also highlights the main theoretical approaches developed in information science towards the identification of information needs and the design of user centered information services. The principles of resource management in library and information services as well as the role of the library and information professional have also been discussed. Professional Issues in Managing Library and Information Services   Management of library and information services needs to be focused on the accomplishment of strategic objectives of the organization. Competition in library services has increased as a result of advancements in information technology globally. Broady-Preston (2000) argues that professionals are faced with the task of developing management strategies to enhance marketing of information services or else the existence of libraries will be doomed. The first strategy that professionals need to focus on is commitment to satisfy customers’ needs. Library services are used by organizations such as Higher Education Institutions are used by a wide range of consumers who have various information service providers that they can choose from. Efficiency and customer satisfaction are significant in the marketing process. The organization providing the services needs to adhere to a philosophy as well as shared values of satisfying customers. In essence, libraries in institutions of higher education are not profit oriented in their marketing strategies. However, they have an obligation to ensure that customers are encouraged to continue paying and using the services of the library, which is important for maintenance and continued existence (Rowley, 2001). Indiana University is one of the higher education institutions that have marketing strategies for information services that are focused on satisfying the identified consumer information needs. The institution applies a strategy for selective dissemination of information or “push technology” that addresses the need for clients to be kept informed regarding the latest advancements in a particular subject matter (Block, 2001). Information service professionals are supposed to understand customers’ needs through interacting and establishing the nature of customers they have, their areas of interest, how such interests can be satisfied as well as the prevailing conditions for offering the desired products. They also need to evaluate the effectiveness of communication between the organization and the clients especially so as to understand how they communicate their needs to the professionals. Clive (2001) argues that professionals have a responsibility of ensuring that they get information for clients. This is a significant marketing strategy in library and information services, which is a superior to the conventional approach whereby professionals sought clients for their services. It is important to understand that the library can not own clients per se since they have freedom to choose between different service providers. This makes less meaning for organizations to search for customers for its products. Instead, customers need to be motivated by the wealth of information possessed by the organization. In other words, the rationale for libraries comes from customers. They need encouragement to seek the services time and again through maintaining a positive attitude and cordial relationship with the customers (Young, 2005). Another major professional issue affecting library and information services in regard to marketing is the need for growth in the organization. Information in the contemporary society is flowing and spreading at a fast rate. Professionals need to ensure that they keep track of the changes in information. There is a high risk of providing obsolete information to clients especially with the current information explosion globally. The internet is a significant source of information and customers may seek further details on what they find in the internet from the libraries. If there is no constant growth in the organization offering information services, competitiveness can not be accomplished. Marketing management needs to focus on strategies for keeping the most valuable and recent information for customers (Constantinides, 2006). Effectiveness of information services in meeting the objectives of the parent organization Organizations are established with a particular mission and goal. Strategic objectives are developed to help the organization’s human resources to accomplish the goal. Libraries and information services as organizations in Higher Education have an aim of serving the needs of scholars and broader communities. Part of the expenditures is paid for by tax payers while the libraries have to generate some funds from charging its clients. However, if the library would generate more income by encouraging more clients to pay for the information provided, its growth would be guaranteed since there would not be overdependence on tax payers’ money (Clive, 2001). The information services may trigger self growth if more clients are willing to pay and use the services. The value of information services can be accomplished through improving the marketing strategies that help in building the organization’s image. The customer oriented strategies are significant in developing focused and efficient information services that create a good reputation for the parent organization (McCune, 2001). For example, the objectives of a university may mainly be focused on offering competitive education and attracting researchers to maintain world class status. The organization may also be focused on ensuring that its students acquire credibility in the job market by providing quality education through human resources as well as information services, leading to the establishment of a library. The librarians can improve the university’s image by offering state of the art information and maintaining competitiveness through marketing strategies and high standards in service provision. The educational and research objectives of the organization can be met through such information services (Young, 2005). Theoretical approaches towards the identification of information needs Identification of information needs is important in ensuring that customer preferences are identified to assist in marketing planning. Analyzing customers’ needs from a macro-level allows the information service professionals to understand the factors affecting all consumers in the market. These may include evaluating the general needs of clients in the entire library and information services industry. Such needs may not be specific to the organization but they may provide a broader view of the expectations of customers in the industry. Evaluating these needs highlights the nature of the market for information services. The librarians can use the information to develop competitive strategies that are superior to those of competitors (Zikmund et al. 2002). At the micro-level, the needs analysis is focused on the specific needs of consumers in the particular organization. Such evaluation helps the organization to enhance its operations for customer satisfaction. Customer Relationship Management allows micro-level evaluation through regular interaction with customers. The library personnel engage in routine enquiry to gain more information regarding customers’ needs. A database containing consumers’ information is maintained for reference when deciding strategies for customer satisfaction. The best way to obtain first hand information is to allow the customers to present their views either face-to-face or through suggestion boxes where they do not fear victimization (Baker, 1996). Curtin University Library uses SMS service for students to give their feedback regarding the utility of the information services offered by the library. This is a significant strategy that allows prompt feedback from consumers (Besant and Sharp, 2004). The analytical framework for needs assessment can be used by librarians to set a reference point for the needs of a particular group of information users such as researchers, students or educationalists. Views are collected from the users of information services to be used in checking and appraise the success of the organizational strategies in satisfying customers’ needs. Moreover, the framework is significant in establishing the presence of deficits in the provision of information services as well as the applicability of new information products thereby maintaining relevance in regard to the information provided. In addition the framework ascertains that the interviews with customers are helpful to avoid unnecessary consultations that do not add value to the provision of information services. It also aids in the planning of personalized information services such as SDI and RSS feeds as well as monitoring customers’ information (Payne et al. 1998). The University of Queensland Australia is among the institutions that have accomplished in research regarding their customers’ needs. Rodski is one of the survey techniques that the university library uses to study the consumers. It is website where they can fill in their views and submit to the librarians for analysis. Many clients post their views through the website giving the management a reliable sample for analysis. Individuals are also approached to give their opinions. The librarians are also able to track patterns of usage through the logfile analyser that is a unique strategy to help understand the needs of consumers (Weaver, 2002). Studies indicate that students, who are the major consumers of the institution’s information services, attach considerable value to the fee that they pay for education even though it is only a part of it. This makes them demand the best for services such as the library, which they consider to be supporting through the fees that they pay. The various needs include borrowing materials for several days, photocopying and returning, reading within the library as well as borrowing online. All these services have been made available to satisfy all the needs (Coombs, 1999). Principles of resource management in library and information services Management of library and information services ensures that the organization’s human resources cooperate to accomplish the strategic objectives. Library managers have to motivate the available human resources to be committed towards customer satisfaction. Motivation is a strategy that is applied by leaders to enhance the performance of subordinates. People are encouraged to utilize their maximum potential through creating an enabling environment to work, offering incentives and any other factor that can stimulate the subordinates to improve their output (Clive, 2001). Successful marketing requires strategic planning and tactical management whereby every business unit interprets the corporate aims and utilizes the available resources maximally for maximum productivity. Marketing teams are formed and effectively managed by objectives through a top-down approach. The manager delegates duties to the marketing teams and monitors progress. He/she should build their capacity to enhance the accomplishment of marketing targets. Enhancing satisfaction among team members through allowing flexible work practices is important so as to allow them to plan their own tasks and also come up with creative ideas that generate enthusiasm in the team. Librarians need to focus on establishing a strong relationship with the team members to motivate them to accomplish the organizational objectives, especially assisting them to make strong decisions and establish solutions during difficult times. Moral support motivates them while accomplishing tiresome tasks. This involves being present in the place of work while the employees are undertaking tasks. It is also to offer performance based rewards (Burke & Cooper, 2003). An effective information services marketing team usually focuses on the accomplishment of shared goals that are developed from the common mission of the team. This is significant in decision making and planning and also in sharing of roles. Each individual in a successful team has a unique role that is assigned to him/her depending on capabilities thereby enhancing the accomplishment of tasks and the avoidance of duplication of roles. The team’s meetings are well organized and are attended by all the members. Decision making is easier when all members attend meetings and contribute their views in regard to accomplishment of the organizational objectives (Baker, 1996). On the other hand, a team becomes successful when the members’ opinions in decision making are respected. Members have to communicate with each other effectively to ensure smooth accomplishment of tasks. Communication needs to become efficient over time as members of the team become used to each other after the formative stages. Trust is significant among the members of the team and should be the basis of its strength. Members should also demonstrate respect to each other’s opinion during meetings as well as while undertaking their tasks. They need to be willing to assist, which demonstrates team spirit in undertaking organizational tasks (Burke & Cooper, 2003). Role of the library and information professional Library and information professionals play a significant role in developing information policies as well as implementing the existing ones. They provide leadership and also contribute professional views to avoid misguided opinions influencing information policies. Organizations have to make various policy decisions to enhance activities such as research and development, marketing as well as human resources management (McCune, 2001). The contemporary information society is faced with challenges associated with contractual, legal and moral facets of the use of information. Professionals are obligated to ensure that information policies enhance the use of information and also guaranteeing the inclusion of certain areas of concern such as confidentiality, restrictions and copy rights among other significant factors that need to be considered during policy formulation. They play an important role in license agreements through making it a key issue in policy development. The professionals offer advice to help the users and owners of information to cope with the rapid changes in the information industry (Zikmund et al. 2002). Networked information sources need to be organized to make them accessible to customers. Advancements in information technology have enhanced the distribution of information. However, the complex processes of accessing electronic information have to be made easier to enhance customer satisfaction. These include developing databases and cataloging information to organize it in to a more user friendly form. Electronic information service consumers have benefited from the organization of information in the internet by information service professionals. This is a significant marketing strategy similar to ‘one stop shop’ that facilitates finding solutions to the needs of consumers as well as motivating them to purchase information services in the internet (Rowley, 2001). Information services professionals assist scholars and educationists to digitize their work such as e-journals, projects and thesis to make it available globally in the internet. They also help in developing marketing tools for these works as well as provision of right to use in the digital libraries. Electronic publishing is a significant role of professionals that involves editing, trials and storing these publications. They also act as information search intermediaries to facilitate the discovery of information to serve customers’ needs. They enhance accurateness and validity of information that customers may not locate on their own (Jeffrey, 2007). The professionals assist consumers to acquire skills for information search especially in the rapidly changing information environment. Informed consumers readily seek information services and whenever they need help they know where to find it. Marketing requires the customers to make informed purchasing decisions for them to gain the courage to sacrifice resources for the information services. It is therefore necessary for information professionals to be incorporated in the marketing teams to ensure that professionalism is maintained when dealing with customers. They also advice the parent organization on the changing needs of the library such as expansion and procurement of materials to enhance funding and maintenance of competence in the information industry (McCune, 2001). Conclusion Information service management strategies have to be developed by professionals to enhance marketing. The professionals need to possess understanding regarding the needs of consumers for successful strategies to be developed. The rapid flow of information globally as a result of technological advancement requires information service organizations to be in constant growth. An information service organization has to mobilize human and economic resources to accomplish its objectives. Customer oriented strategies are significant in accomplishing marketing goals. The information needs of consumers can be evaluated at the macro or micro-level. The analytical framework is significant for assessing customers’ information needs. Marketing teams managed by objectives are significant in the accomplishment of strategic objectives. Information professionals play a significant role in developing policies aimed at enhancing utility of the information services. They provide leadership and motivate human resources to remain competent as well as organizing networked information to make it user friendly and easy to find. They also help consumers to acquire information search skills. They assist in digitization of scholarly work and to make it available for users. They develop a ‘one stop shop’ strategy that is important in encouraging users to seek services. References Baker, M. J. 1996. The Marketing Book, Butterworth-Heinemann Beasant, L. and Sharp, D. 2004. “Libraries need relationship marketing”. Information Outlook. Vol. 4, 3: 17-22 Block, M. 2001. “The Secret of Library Marketing: Making Yourself Indispensable,” American Libraries, Vol. 32(8) p. 48 Burke, R. & Cooper, C. 2003. Leading in Turbulent Times, Blackwell Broady-Preston, J. 2000. Strategic marketing for library andinformation services. London: Library Association Publishing Clive D. 2001. “Field Theory and Practice: Reflections on Convergence in United Kingdom Universities” Liber Quarterly, 11, 3 Constantinides E. 2006. “The Marketing Mix Revisited: Towards the 21st Century Marketing”, Journal of Marketing Management, Vol. 22, 3 pp 407 – 438 Coombs, M. 1999. Web site design for public libraries: a marketing tool for the new millennium”. Australian Library Journal. 48,2: 117-27 Jeffrey, P. K. 2007. Project Management: Achieving Competitive Advantage, Pearson Prentice Hall. McCune, B. F. 2001. “Building a State’s Virtual Library”, Marketing Library Services, Vol. 15, 3: 16-21 Payne, A. Christopher, M. Peck, H. Clark, M. 1998. Relationship Marketing: Winning and Keeping Customers, Butterworth-Heinemann Rowley, J. 2001. Information Marketing, Ashgate Publishing Limited Weaver, B. 2002. “Customer relationship management: Your biggest brother?” Online currents. 13, 8: 5-7 Young, L. 2005. Marketing the Professional Services Firm: Applying the Principles and the Science of Marketing to the Professions, Wiley Zikmund, W. G. McLeod, R. and Gilbert, F. W. 2002. Customer Relationship Management: Integrating Marketing Strategy and Information Technology, Wiley  Read More