Promoting Your Library by Using Technology-Wise

E-Marketing Tools

Jane Wu & Allen Reichert

What is E-MarketingeMarketing 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.html#e )

Use E-Marketing Strategies to Create Targeted and Customized Services

E-mail NewsletterBloggingThird party service – wish listsWebsiteNew material List by subjectBe a student of emerging technology trends

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

Why E-mail Marketing

Inexpensive Effective Immediate –timely information with real time deliveryTargeted Easy Interactive two-way communication Develop relationships and bondE-mail marketing can be a promotion, newsletter, announcement, etc.

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

Coding HTML Email Newsletter

Keep it small – under 20k in small windowSimplest possibleUse images wiselyAvoid special symbols, odd characters, or Microsoft Word smart quotes. Use absolute link instead of relative linkAvoid “named anchors”Avoid java script if possibleUse “Bgcolor” instead of background image

E-mail Newsletter that Works

Digestible content– Relevant – Concise– Easy to read

InformationalAuthenticInterestingDelivery timingFrequency

E-mail Newsletter that Annoys Readers

Too much contentRepeatedly sending the same contentBusy, noisy fonts that hurt eyesFailing to encourage interactionForgetting to provide links to more informationHard to understand language and jargon

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 messages…Thanks for alerting me!

Advertising with Blogs

Easily updatedMultiple authorsMultiple blogsLess intrusiveInteractive

Blogging considerations

Blog set upLibrarian commitmentContent considerationPlacement Audience

RSS

“Really Simple Syndication”“Rich Site Syndication”Liaison & Professional Literature feeds

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

Other RSS uses

Imbed in Course Management SoftwareRSS feeds for new booksRSS feeds for specific subjects

Other E-Marketing Tools

Podcasting– MP3s through RSS

E-Cards/postcards

Reminder

Know your audienceUse in conjunction with other marketing tools

Identify Your library’s Use for the Internet for Marketing and Its Potential Use in the Future