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 and the Web. ( 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: strong/cw/glossary_6.html#e )

Use E-Marketing Strategies to Create Targeted and Customized Services 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 Marketing Inexpensive Effective Immediate –timely information with real time delivery Targeted Easy Interactive two-way communication Develop relationships and bond marketing can be a promotion, newsletter, announcement, etc.

Newsletter – HTML or Text HTML Newsletter –Html is easier to scan –More effective layout –More click through –More eye appealing Usability – programmer side –Display problem –Poor design

Coding HTML 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

Newsletter that Works Digestible content –Relevant –Concise –Easy to read Informational Authentic Interesting Delivery timing Frequency

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