Abstract

In the academy, Altmetrics has raised the need to describe the dynamics of disseminating research on social media. In order to disseminate research and obtain the best results on social media, academic journals are using digital and content marketing techniques. In this text, the characteristics of social media are analyzed and several digital marketing techniques for academic journals are suggested, based on the experiences of the journal El profesional de la información.

Abstract

The development of a marketing concept is described, and current types are explained: inbound marketing, content marketing and relationship marketing, especially concerning libraries and information services. Marketing strategy and tactics are analyzed. Finally, current marketing trends that experts predict for the short term, and the new challenges related to these trends that libraries, and organizations in general, have to confront are discussed.

Abstract

Organizations should include social media marketing as a part of a digital marketing plan. Traditionally the benefits obtained fromsocial media marketing have been associated with not economical ROI, i.e., social ROI (return on influence, return on relationships, return on collaboration, reputation, branding, etc.). This study addresses the use of digital marketing campaigns by libraries for social profitability, i.e., obtaining conversions to more readers and more circulation. Concepts related to digital marketing and social media marketing, and the way different types of organizations, business and libraries use them in order to get ROI, are reviewed. The marketing benefits for libraries are presented, along with three case studies about promotion and marketing campaigns in university libraries in Spain that show how libraries can improve and increase the use of their services and products beyond their expectations with a marketing campaign of only three months.