Youth marketing development of special libraries in the digital era: viewpoint from the Taste Library with 7Ps marketing mix
Ying Kit Cherry Kwan, Mei Wa Chan, Dickson K.W. Chiu
Abstract
Purpose In the 21st century, libraries are experiencing a significant decline in users due to shifting reading habits and the impact of technology, necessitating library transformation and a heightened emphasis on library marketing. Special libraries, in particular, rely heavily on patrons for survival, often due to their private ownership and limited resources. This paper aims to discuss the aforementioned objectives. Design/methodology/approach This paper examines the Taste Library, a special library in Hong Kong, and analyzes its current practices based on an interview with its founder, website content, and social media presence. The 7Ps Marketing Mix model is employed to assess the strengths and weaknesses of the library's current market position. Findings The Taste Library's existing practices exhibit limitations in attracting young patrons. To address this issue, we propose marketing strategies focused on enhancing social network presence, offering digitized content, and engaging in school outreach. Practical implications By concentrating on youth marketing, this study offers valuable insights for special libraries in developing strategic plans for transitioning and maintaining sustainability. Originality/value Few studies concentrate on marketing small special libraries, particularly in the East, within today's digitized economy.