Marketing strategies for digital library services

Purpose - To give some insight into how marketing techniques can be applied in the digital library context. Design/methodology/approach - A summary and description of an appropriate established marketing method, with examples of digital library applications as illustration of its relevance in the context of practice. Findings - Relationship marketing offers specific benefits to libraries, and can be applied to particular effect in marketing digital library services. Research limitations/implications - The fact that one marketing technique of particular relevance is examined should not deter the practitioner from investigating other forms, which will have other, different benefits to confer. Practical implications - The application of the insights in this paper should improve the market reach and customer effectiveness of any library that employs them. Originality/value - The author gives clear and practical insights into how practitioners may apply given marketing techniques in the arena of real-life digital library work.