New marketing challenges and their impact on the digitalization of public libraries

Abstract

Purpose : The purpose of this study is to explore new marketing challenges and better comprehend the impact of digitalization of Malta Libraries, particularly public libraries. Design/Methodology/Approach Journals, articles, textbooks and videoconferences were used to get a better understanding of the past literature. A semi-structured questionnaire was distributed to members of Malta Libraries aged 18 and above. A semi-structured interview was conducted with three different levels of staff members to analyse their perspective on the subject. Findings : Results showed that whilst members are active users of digital devices and social media platforms, there is still a need for awareness and promotion for Malta Libraries‟ online services. An example of such is the e-book lending facility, as results concluded that respondents are not yet prepared to adjust themselves to use this service. Despite the results, members are open to new ideas such as, the proposed mobile application. Ultimately, digitalization is greatly impacting public libraries, as results showed that the combination of respondents that prefer online methods was much greater than those that prefer offline methods. Research limitations/implications : Due to time constraints, a wider target audience and a larger population sample could have been studied. Originality/value : This study shows that the respondents enjoy visiting the library to benefit from its‟ offline services. It feels more of an experience to these members, rather than simply a service. However, the respondents are open to the use of social media and other online tools to receive library updates.