Optimizing Library Marketing with Short URLs

Abstract

In this study, researchers observed the impact of various promotional materials, such as print flyers, social media, email, and other web platforms, to market three electronic resources at a mid-sized, urban, commuter college academic library. Links to article databases were shortened and then tracked through a link shortening tool, which were observed over a two month period. The results created a data-driven picture of users’ promotional preferences, highlighting strengths, areas for improvement, and best practices in marketing e-resources. These best practices can be implemented at other libraries and the study methodology can be applied to other institutions tailoring their promotional efforts of e-resources.

Keywords

• library marketing
• library promotion
• electronic resources
• short urls
• library assessment
• marketing assessment
• social media