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Volume
4, Issue 1 (Spring 2020)
Optimizing Library Marketing with Short URLs
Kimberly
Abrams, New York City College of Technology, City
University of New York
Junior Tidal, New York City College of Technology,
City University of New York
Marketing
Libraries
Journal, volume 4, issue 1, pages 48-80.
Download
PDF
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.
Citation to article:
Abrams, K., & Tidal, J. (2020). Optimizing Library
Marketing with Short URLs. Marketing
Libraries Journal, 4(1), 48-80. Retrieved from
http://journal.marketinglibraries.org
/april2020/05_MLJv4i1_Feature_Abrams_Tidal.pdf
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