Promoting Your Library by
Using Technology-Wise
E-Marketing Tools
Jane Wu & Allen Reichert
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/arms
trong/cw/glossary_6.html#e )
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
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
delivery
Targeted
Easy
Interactive two-way communication
Develop relationships and bond
E-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 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
E-mail Newsletter that Works
Digestible content
– Relevant
– Concise
– Easy to read
Informational
Authentic
Interesting
Delivery timing
Frequency
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
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 updated
Multiple authors
Multiple blogs
Less intrusive
Interactive
Blogging considerations
Blog set up
Librarian commitment
Content consideration
Placement
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 Software
RSS feeds for new books
RSS feeds for specific subjects
Other E-Marketing Tools
Podcasting
– MP3s through RSS
E-Cards/postcards
Reminder
Know your audience
Use in conjunction with other marketing tools
Identify Your library’s Use for the Internet for
Marketing and Its Potential Use in the Future