Promotional strategies for information products and services: Aligning with the serious and entertainment facets of information consumers' lives

Abstract

Purpose

Libraries are subscribing to many expensive information products/services available through information aggregator/provider services. It is a concern for them, as well as these services, to get users (also referred to as consumers) to fully exploit the products/services, and especially new and innovative additions and features. This paper aims to address this issue.

Design/methodology/approach

The paper is written against the background of research from information behaviour as well as a touch from marketing as reported in the library and information science (LIS) literature.

Findings

The paper reveals that to improve the use of information products/services, and especially new products/services and features, libraries, especially academic libraries, as well as information aggregator/provider services, need to address consumers on various levels. In the case of academic libraries, the librarians, faculty members, and students (under‐graduate and post‐graduate) should be included. To appeal to the seriousness and entertainment facets of the lives of consumers, a variety of targeted competitions and prizes can be used.

Originality/value

Although publications have appeared on using innovative methods such as Web 2.0 and collaboration with students to market products/services, the authors are not aware of articles focusing on competitions and prizes specifically addressed at the serious and entertainment facets of the lives of consumers.

Citation

Fourie, I. and Ball, L. (2012), "Promotional strategies for information products and services: Aligning with the serious and entertainment facets of information consumers' lives", Library Hi Tech, Vol. 30 No. 4, pp. 683-692. https://doi.org/10.1108/07378831211285130