Patron Engagement and Marketing Products and Services for Public Libraries

Description

In response to public libraries’ interest in proactive marketing of their programs, services, and collections, a variety of new products have been introduced. Each takes a different approach in providing libraries with sophisticated tools to support marketing campaigns or other initiatives to strengthen engagement with their communities. Many involve harvesting data and producing analytics and visualizations that aim to provide insight into the strategic performance of the library and the effectiveness of its marketing efforts.

This issue provides an overview of the technology products currently available to support library outreach and marketing strategies.

Marshall Breeding is an independent consultant, speaker, and author. He is the creator and editor of the Library Technology Guides website, editor of Smart Libraries Newsletter, and a columnist for Computers in Libraries. He has authored the annual “Automation Marketplace” feature published most recently in American Libraries. He has also edited or authored several books, including Cloud Computing for Libraries. Formerly the director for innovative technology and research for the Vanderbilt University Library, he regularly teaches workshops and gives presentations internationally at library conferences.

Chapter 1 – Introduction: Technologies Supporting Library Marketing and Outreach

Chapter 2 – Making Contact

General or Topical Newsletters

Modular Content

Segmentation

The Role of the Integrated Library System

ILS Patron Records: Core Data for Patron Interactions

Security: Comprehensive Encryption

Patron Data Sources

Patron Registration

Communication Channels

Library Use and Performance Data

Chapter 3 – Privacy Concerns

Storage and Transmission

Data Collection and Retention

Chapter 4 – Assembling a Patron Engagement Ecosystem

Vendor Products to Support Outreach and Marketing

Major Products

Notes

Chapter 5 – Additional Resources

Additional Resources on Library Marketing

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