KNOWLEDGE AND USERS’ PREFERENCES OF CONTEMPORARY MARKETING STRATEGIES USED IN ACADEMIC LIBRARIES

Purpose: This study investigated knowledge and users’ preferences of contemporary marketing strategies used in academic libraries. It is a user study innovation characterized by granting users’ with the information appropriate for better library usage and their feedback to analyze how what is presented to them makes an impact towards their attainment of academic goals. Methodology: This study carried out in University of Calabar Library adopted survey research design on a population of 1804 registered users. A simple random sampling technique was adopted in selecting 600 undergraduate and postgraduate registered users. Accordingly, 600 copies of questionnaire were distributed in the reader services units, which comprised Social Sciences, Medical, Africana, Humanities, Law, Reference as well as Science and Technology/Annex Divisions of the library. Questionnaire was distributed with a condition that only registered users who use the library often (at least thrice a week) were eligible to respond. Only 428 usable copies were returned and these were analyzed for the study. Findings: Study revealed users’ knowledge of marketing strategies in the following sequence Digital media marketing 423(98.83%), Awareness services marketing 377(88.08%) and Conducive environment marketing 224(52.34%). The result of preferences showed Digital media marketing as most preferred with 421(98.36%), Awareness services marketing had 398 (92.99%) respondents and Conducive environment marketing 204(47.66%). On the challenges, two respondents (5&34) frankly indicated their lack of understanding for the term conducive environment. This has a great implication for the result altogether but other respondents revealed their challenges with regards to inappropriate time fixed for library use of e-library, epileptic power supply, low bandwidth, that causes the network to show while pages were unable to open and staff negative attitude. Suggestions were given to encourage the publications of local news and magazines, which would help to intimate users of issues relating to library use among others. Originality: This article offer valuable insight on the users’ knowledge and preferences of contemporary marketing strategies in academic libraries. This indicate that, it is only when users’ are given what they desire, that they could be said to be satisfied. Classification: Research paper Keywords: Information, librarians’ empathy, Knowledge, users’ preferences, Contemporar