Higher Education Scenarios, New Media and Connecting With Modern Researchers: Issues and Challenges for Indian Academic Libraries

Abstract

At present users are empowered with an unbelievable amount of information, allowing them to thoroughly research their requirements before contacting a library. Today libraries are experimenting on with how to market library services and information products through established and emerging online platforms. Emerging citizen journalism and new media information marketing encompasses different mediums, including display advertising, content marketing, mobile apps and social media promotions. The crucial objective of this new strategy is how best libraries can reach their users, service impact and attracting users to library brand. Even though libraries are pro-actively engulfing these new online platforms in several areas of library such as library communications, marketing of information, brand creation, impact analysis etc., there are several other untouched areas which need to be tested and tried to exploit full potential of new media.