Role of Digital Marketing Services for Boosting Library Usage of Academic Libraries in India

Abstract

The 21st century is witnessing a digital environment in every sphere of life the result of which is digital transformation in almost all our endeavours. In this context traditional marketing strategies are not enough to cope with this transformed situation. Digital marketing for higher education institutions and its different departments is now the need of the hour. Digital marketing is a process which involves the use of digital channels to market products and services in order to reach consumers. Application of the concept of digital marketing is essential for academic libraries where digital transformation has taken place to give birth to a new concept ‘digital library’. To support and accomplish the institutional goals academic libraries are now resorting to digital marketing services for promoting their library services. This can increase the library usage of higher education institutions in India. The present paper relies on the theoretical exploration of the concept of digital marketing in the library and information service area of the higher education institutions in India. It relies on primary sources of information like research articles published in this context.