E-marketing in the library of Birmingham Report Essay

E-marketing in the library of Birmingham Report - Essay Example E marketing, the use of digital technologies on the internet to achieve marketing objectives such as customer relationships, understanding market needs and satisfying consumers through value formation, is the rule of the day, and not the exception. The internet platform offers a massive potential for marketers to market their products and services to global populations in the most efficient and effective way, therefore, reducing business costs incurred in direct traditional advertising option. This paper presents a report on the E marketing in the Library of Birmingham, using the SOSTAC e-marketing analysis model, with an aim of establishing the library of Birmingham’s online marketing current situation, objectives of the online marketing strategies, online marketing strategies, online marketing tactics, online marketing actions, and the control metrics. In addition to that, this report will evaluate the effectiveness of online marketing strategies of the library, goals of onl ine marketing, and recommendations for the future strategic direction of the library. E marketing offers great opportunities for the library of Birmingham, which if explored to the maximum have an incredible capacity of enhancing the library experience and increasing attendance accordingly. For instance, e-marketing increases the library’s visibility to the general population in Birmingham thus creating awareness of the library and its services to the prospective service consumers. Besides creating awareness, e-marketing strategies create value for the library and its services by highlighting its major attracting features such as online catalogues, online search services, and exciting web contents, among others. Exciting content displays, and organization offers the readers enhanced ways of finding books in the library and evaluating particular resources in the library through reviews through an interactive online channel. Overall, e marketing is a crucial strategic managemen t decision for the library of Birmingham because it will fit the library in the modern library situation that has changed drastically due to technological advancements (Von and Jung, 2003). E marketing has the potential of enhancing not only service delivery, but also creating value for the library in terms of increased library visitation, increased market access and enhanced returns on investment. Introduction E-marketing has emerged to be one of the fast growing revolutionary concepts in the business world today (Chaffey et al, 2008), with many global businesses and corporations, in response to the pressures of a fast changing global environment, seeking to provide value that meets customer expectations (Palmer, Cockton and Cooper, 2007). E-marketing is the use of digital technologies of the internet to achieve marketing objectives, to establish close, good and everlasting relationships with customers, understand their needs, satisfy these needs both effectively and efficiently, a nd to keep them happy while online (Chaffey, n.d). The main purpose of marketing is to communicate information, and to increase awareness of products and services to the prospective customers in the market (Housden and Thomas, 2002). The crucial role of e-marketing in today’s business world cannot be underrated, especially given the statistics that UK E-Commerce sales reached 121 billion pounds in 2010, while according to eMA, UK B2C E-Commerce reached 4.2 billion pounds by the end of 2012, and are further expected to rise to total value of ?221 billion by 2016. Overall, the internet has gained massive recognition as a dominant business platform (Linh and Tung, 2008), and literally transformed the expression ‘