Application of Marketing Strategies and Mix to Digital Information Services (DIS): Nigerian University Libraries Perspectives

Purpose: This paper aims at identifying the available digital information products/services (DIS) and marketing strategies employ for these services in Nigerian Universities. Design/methodology/approach: Case study research approach was explored. The university libraries websites were analysed, email and telephone interviews were conducted with the System Librarians in charge of DIS. Findings – The DIS in university libraries in Nigeria are on the increase compared with what it was three years ago. The available DIS are CD-ROM, Internet Search, open access institutional repositories (OAIR), E-resources, E-books, E-journals, Online Reference Services, and computer laboratory. The marketing strategies employ for DIS by university libraries in Nigeria are users’ orientation, demonstration, exhibition, display, email messages, telephone, library websites, word of mouth during the departmental/faculty meetings, and selective packaging of relevant information to users. Most of DIS are offered free of charge to registered users. Research limitations/implications: The sample for this study is six university libraries out of one hundred and twenty-eight university libraries in Nigeria, thus the findings might not be genaralised. However the results provide a basis for university libraries in Nigeria. Practical implications – University libraries should see marketing as a tool needed by library and thus, should employ suitable marketing strategies to attract users’ to make maximum use of available DIS. Originality/value – This paper examines marketing strategies and mix that are suitable for information services. It also identifies digital information services and marketing strategies employ by the university libraries in Nigeria and relevant recommendations made