Digital marketing in public libraries

Rad se bavi upotrebom digitalnog marketinga u narodnim knjižnicama. Prvi dio posvećen je narodnim knjižnicama i njihovom dragocjenom značaju za društvo, zatim pojašnjava područje marketinga, osobito marketing u neprofitnim organizacijama te marketinški proces u knjižnicama. Rad potom donosi temeljna načela i vrste digitalnog marketinga, te opis digitalnih kanala na kojima se odvija ili može odvijati promocija knjižnice. Posljednji dio donosi istraživanje čija je svrha bila provjeriti koriste li hrvatske narodne knjižnice u 2020. godini digitalne alate za promociju svega onoga što mogu ponuditi zajednici. Istraživanje je pokazalo da još uvijek gotovo polovina narodnih knjižnica u Hrvatskoj nema Web stranicu. Prisutnost na društvenim mrežama također bi trebala biti veća, no zato su mnoge knjižnice vrlo uspješne u nastupu na Facebooku, redovito objavljuju i nude kvalitetan, zabavan i poticajan sadržaj.The paper deals with the use of digital marketing in public libraries. The first part is dedicated to public libraries and their valuable importance for society, then it explains the field of marketing, especially marketing in non-profit organizations and the marketing process in libraries. Furthermore, the paper brings the basic principles and types of digital marketing and a description of digital channels on which library promotion takes place or can take place. The last part brings research whose purpose was to check whether Croatian public libraries in 2020 use digital tools to promote everything they can offer the community. The research showed that almost half of public libraries in Croatia still do not have a website. The presence on social networks should also be higher, but it should be mentioned that many libraries are very successful in appearing on Facebook, regularly publishing and offering quality, fun and stimulating content