Reimaging the Library: Marketing Strategies for the Digital Age

Abstract

Library and information centres have begun to realize that by using marketing principles and techniques, they can understand better their user’s needs, justify finding, communicate more effectively with a variety of internal and external audiences and achieved greater efficiency and result in delivering product and services that meet the identified needs of their client. With the recent advances in digital technology, the nature of libraries has changed, drastically. As more information has become available to the public through a wide range of media the traditional concept of the library is being redefined. The library has long since ceased to be a mere repository or search tool for physical collections; instead, it now houses content using the most advanced technologies, including digital collections, social media, and multimedia resources. Consequently, librarians must redefine their profession and must demonstrate the ability to embrace change. It was concluded that effective marketing be used to promote access to library and information services as a panacea towards sustainable Nigerian libraries in the digital age.