Abstract

Libraries have for years been using social media to offer their services and collections, and receiving a number of benefits that must be quantified. In times of economic crisis it is essential to show evidence of success resulting from the resources invested. To measure and evaluate those results, libraries should have a marketing plan for social media, in which measurable and achievable objectives are defined, target populations and the social media to be used are established, an action plan is elaborated, and indicators –both quantitative and qualitative- are defined, thus demonstrating whether the objectives have been achieved and the return on investment (ROI).

Abstract

The evolution of traditional marketing to e-marketing has been achieved due to the arrival of new information and communication technologies, which have had an impact on the marketing strategies used by companies. The main target of this empirical study is to quantify the level of use of internet promotion strategies. The travel agency sector is selected due to its high level of investment in internet marketing. Results and study limitations are discussed and future lines of research are proposed. Conclusions can be useful to managers and marketing specialists.

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.

Abstract

Some of the most attractive economies are located in emerging markets. In this sense, China is one of the most attractive markets in the world. The Web, especially social media, is a platform that can be used to penetrate these markets. Yet, many local and multinational enterprises, particularly the latter, know little about the relationship between Chinese social media and Chinese digital consumers. In this paper the unique Chinese social media landscape is introduced, and the profiles of Chinese digital customers are presented with the aim of informing enterprises about the key features of Chinese social media strategies. In addition, the predominant use of Chinese social media marketing is elucidated and analyzed based on several case studies. We then highlight the challenges for both local and multinational corporations when they are involved in Chinese social media marketing. We discuss current trends in Chinese social media, including cross-platform cooperation and integrated social media, group buying, and mobile social media. Finally, we offer recommendations for companies that wish to successfully engage with Chinese consumers through social media.