Based on a paper presented at the 30th UKSG Conference, Warwick, April 2007
Technological advancements are changing the way people com- municate, and methods of teaching, learning and research are becoming more varied and dynamic. The role of the library is central in responding to these changes, and in identifying opportunities for using technology to support the intellectual growth and success of the individuals and institutions that they serve. Fulfilling this role is increasingly requiring librarians to learn and apply marketing skills – understanding user and stakeholder needs, creating awareness and stimulating interest, building loyalty and demonstrating value. Technology is key in supporting effective marketing, and can be used by libraries to increase visibility, to raise levels of information literacy and to deliver a personalized service that anticipates the current and future needs of users.