Digital information marketing though library websites : An analytical study of university libraries of Gujarat

Abstract

The paper describes and analyzes the digital information marketing efforts being made by university libraries of Gujarat though the library websites applies to SMART ideas to provide digital information services,productsand resourcesto their patron users. Present study for the library websites of top ten universities of GSIRF (Gujarat state Institutional Ranking Framework)Gujarat have analyzed and evaluated. The 7ps of Marketing mix approach though the library website development checklist has been designed for collecting necessary data. Collected data can analyzethough the statistical calculation for the result. The study found that all libraries have websites (100%)havelinks to their institutional websitesand they provide the General Information about University libraries, library resources and services, resources physical accessibility and online access, Library staff, library timing and service delivery etc.The majorities of them provide information about user services.Howeverthe university libraries explore website for effective use. Thedetailsof library outreach services for promotion of resources awareness and user communicationby libraries shows it is not effective.There are no testimonials and success stories are found on any of library website in this research studyThe research paper is limited to the GSIRF top ten universities only. It is only focusbase on the University Libraries web site and web pages base digital information. University Libraries must be improve the library website to meet the organizations objectives to fulfil the patron requirement and provide the better services though the 7ps of the marketing mix approach. Its truly said by the Bill Gates in his Essay (1996),“content is king”. Were the future of the Digital Information Marketing is queen. Highlighting the need for compiling the content to attract and engage the patron users.