Digital marketing in independent libraries in the United Kingdom

This article aims to investigate the approach to marketing and promotion adopted by independent libraries, with specific reference to the development of their digital presence. A three-phase mixed methodology approach was adopted which incorporated a website survey, a questionnaire, and telephone and face-to-face interviews. Data collection focused on the member libraries of the Association of Independent Libraries. Independent libraries are reluctant to engage fully with marketing and technology due to limited resources, fears over security and staff numbers, and a lack of familiarity with the concepts. In libraries where staff are already familiar with using digital technology, there is a greater uptake of digital applications on the library’s behalf. The libraries can benefit from viewing their offer more flexibly and communicating with patrons in ways appropriate to their targets including the use of websites, email and Web 2.0.