Competitive advantages of web-based marketing : positioning libraries for maximum impact

Abstract

Through the development of networked information systems, vast opportunities for information-based businesses take place. Technology innovations are rapidly diffused into the markets. All types of digital data become more important to many aspects of business. Against this background, libraries have become part of a highly competitive information service industry. Consequently, libraries are no longer the only information source - free web access to information is here to linger as technology continues to improve and expand. It is in this context that for libraries to remain connected with their communities and in tune with the needs and trends of the times had to adapt to the conditions of the online environment. This paper describes some of the emerging strategies for marketing and promotion as libraries shift more services to the Internet. Library web site becomes increasingly important - as the delivery of online services has become a core library business. To achieve real competitive advantages of the web, libraries need a new approach where information and communications technology as a new dimension to position libraries in the minds of the community as a valuable information resource.