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Full Description
This book explores how marketing strategies - used in businesses and organizations - can be applied to promote libraries by placing users at the heart of every decision. It positions the library within a rich and diverse cultural ecosystem that includes bookstores, publishers, professional associations, magazines, and museums. In today's landscape, the user experience (UX), once exclusive to retail and digital industries, is now a shared priority across these sectors, and a key component of modern library marketing.
From audience research and satisfaction surveys to loyalty-building strategies, cutting-edge digital tools, and the rise of AI-driven practices, the book examines the evolving face of library marketing. Drawing on insights from experts across Europe (notably the Netherlands) and the French-speaking world (Canada, France, Belgium and Switzerland), it offers a comprehensive and forward-thinking look at the new challenges and opportunities shaping the profession today.
Contents
Preface xi
Jean-Philippe ACCART
Author Presentation xv
Introduction
Françoise GEOFFROY-BERNARD
Part 1 The User at the Heart of Library Marketing Strategies 1
Chapter 1 Communication at the Heart of the Evolution of Library Satisfaction Surveys 3
Nelly SCIARDIS
1.1 What surveys should be carried out? 3
1.1.1 Contributions and limitations of induced data 4
1.1.2 The interest of solicited data: the proven example of LibQUAL+ 5
1.1.3 Testing other competing tools 6
1.2 Services Publics+ in France: the new priority given to surveys and communication 8
1.3 The evolution of ISO standards on library activity: the need for inclusive libraries for users who are actively involved in change 10
1.4 Conclusion: towards a new paradigm for rethinking public surveys 11
1.5 References 12
Chapter 2 UX Design in the Library 13
Nicolas BEUDON
2.1 UX design 13
2.1.1 Related disciplines: applied ethnography, marketing 14
2.2 UX as a philosophy and as a process 15
2.2.1 The research phase 15
2.2.2 The ideation phase 16
2.2.3 The prototyping phase 17
2.2.4 The scaling up phase 18
2.2.5 UX design, design thinking, codesign, etc.: changing names 19
2.3 The arrival of design methods in libraries 20
2.4 References 22
Chapter 3 Unlocking the Library Brand Potential 25
Cathelijne KUITERS
3.1 A unified communication approach to bridge the awareness gap 26
3.2 Growing the library brand 27
3.2.1 Brand equity model 27
3.2.2 Everybody knows the library, right? 29
3.3 A brief overview of the Dutch library sector 30
3.3.1 Library governance and legislation in a nutshell 30
3.3.2 Network marketing challenges 31
3.4 Effective proximity requires awareness 32
3.5 Enhancing brand equity: the library national campaign strategy 34
3.6 References 36
Chapter 4 Audience Behavior, Customer Journey and the Omnichannel Strategy 39
Arnaud DUFOUR
4.1 The digitalization of customer behavior 39
4.2 Understanding audiences better 42
4.3 The purchasing journey and its mapping 44
4.4 Towards an omnichannel experience 46
4.5 Customer experience challenges 47
4.6 References 50
Part 2 The User of Books, Libraries and Museums: A Marketing Target Like Any Other 51
Chapter 5 Library Merchandising 53
Nicolas BEUDON
5.1 Merchandising 53
5.2 The arrival of merchandising in libraries 53
5.3 Merchandising techniques: another approach to library space 54
5.4 References 55
Chapter 6 Museum Marketing in Focus: Interview with Jean-Sébastien Belanger 57
Chapter 7 From Lectures to Saison.Culture: 40 Years of a Professional Cultural Journal in French-speaking Belgium 63
Jean-François FÜEG
7.1 First era 64
7.2 Second era 65
7.3 Third era 66
7.4 Fourth era 67
7.5 Fifth era 70
7.6 Not a conclusion 70
7.7 References 71
Chapter 8 Making Libraries Visible: A Cardinal Mission for Bibliosuisse 73
Amélie VALLOTTON-PREISIG
8.1 Bibliosuisse: the voice of Swiss libraries 73
8.2 Library marketing: a necessary evil 74
8.3 From marketing to advocacy 75
8.4 How to promote libraries? Bibliosuisse actions, tools and campaigns 76
8.5 Challenges and obstacles 79
8.6 A job well done, but still a lot of work to be done 79
8.7 References 80
Chapter 9 Responsible (Digital) Marketing 81
Arnaud DUFOUR
9.1 Marketing and environmental emergency 81
9.2 What to do? 84
9.3 References 91
Part 3 Marketing: An Area of Investment for Library and Documentation Professionals 93
Chapter 10 From Marketing to Digital Marketing 95
Arnaud DUFOUR
10.1 Marketing and the digital transformation 95
10.2 Missions and activities of a digital marketing department 96
10.2.1 Piloting the organization's digital ecosystem 96
10.2.2 The need for a performance measurement system 99
10.2.3 Charters and procedures to ensure consistency 101
10.2.4 Crucial mastery of a technical foundation 101
10.2.5 Classic managerial functions 103
10.2.6 Team and human resources 104
10.3 Current challenges in digital marketing 105
10.3.1 Websites 106
10.3.2 Newsletters 107
10.3.3 Social media 108
10.3.4 Search engines 109
10.3.5 Display and video advertising 110
10.3.6 Web analytics 111
10.3.7 What about the future? 111
10.4 References 113
Chapter 11 The Librarian-Information Specialist as a "Marketer": What Skills and Training? 115
Véronique MESGUICH
11.1 The marketing function: multiple facets 115
11.2 Marketing: a forbidden term? 116
11.3 From public surveys to digital marketing: a wide range of skills 118
11.4 Skills outsourcing 121
11.5 Training and future perspectives for marketing in libraries and information centers 122
11.6 References 124
Chapter 12 Marketing and Artificial Intelligence 125
Arnaud DUFOUR
12.1 Generative artificial intelligence for marketing 125
12.2 Very concrete applications 127
12.3 Effects on businesses 129
12.4 Broader issues 130
12.5 References 131
Conclusion 133
Jean-Philippe ACCART
Appendix General Retrospective Bibliography 135
Glossary 139
List of Authors 143
Index 145
