Digital Marketing Strategies and Challenges in Bayero University Kano Library

Abstract

Academic libraries play a vital role in providing access to learning and information resources that support research, teaching, and learning activities within educational institutions. However, the use of subscribed databases is not sufficient; effective promotion and marketing are required to ensure their use by students, faculty, and researchers. This research investigates the digital marketing strategies of subscribed databases employed by librarians at Bayero University Kano to promote the use of subscribed databases and the challenges associated with these strategies. The study employs a structured survey administered to library staff, including academic and non-academic librarians, to gather quantitative data on the types of digital marketing strategies they adopted for marketing subscribed databases and challenges associated with digital marketing strategies .A questionnaire, in the form of a Likert scale, was the instrument for data collection. The population of the study was 121 librarians. 92 copies of the questionnaire were distributed to the respondents. A total of 68 respondents completed and returned the questionnaires. We systematically analyzed the data using the quantitative method. The findings revealed that prominent digital marketing tools such as WhatsApp, e-mailing, Facebook, university e-bulletin, text messaging, and e-newsletter are utilized for the digital marketing of subscribers at Bayero University, Kano.