Innovative Digital Marketing Strategies of Academic Library Services in Global Era

This research study describes and scrutinizes the importance of digital marketing in academic libraries. Now a day's libraries are needed to escalate their presence in the digital environment and librarians and users need to explore effective digital campaigning and promotional activities for closer to the user community for better services and make aware of the digital marketing services and resources of an academic library. Adoptive new technologies in library users are made them more techno-savvy. This study explores various innovative tools, techniques, and models for digital marketing strategy in academic library services. Academic libraries are presently experiencing variations in the innovative information era, due to quickly varying media technologies, increasing users' preferences and opportunities, rivalry from other information providers such as the internet, and dwindling library budgets. These needs of academic library users influence digital marketing approaches to strategically reorient themselves and library services as information superhighways that individuals cannot do without. The results revealed that user survey studies, e-resources, e-database, digital library services, interlibrary loan services, social media platforms, and improved burrowing privileges were prevalent marketing strategies used by faculties and students. Unstable digitization, Internet, networking, multimedia, and satellite connectivity, and inadequate funding were identified as major challenges to effective digital marketing of academic library services in the global era