O uso do marketing digital em bibliotecas universitárias: um estudo sobre a Biblioteca Setorial do Departamento de Ciências Jurídicas da UFPB

Abstract

With the advancement of the digital era, information institutions, including university libraries, need to adapt to keep up with changes in the way knowledge is disseminated and consumed. Faced with the challenges posed by globalization, such as the speed of information, the spread of Fake News and the influence of social networks, university libraries assume the role of mediators in the teaching-learning process. To achieve this, it is essential that these institutions reinvent themselves and adopt strategies that connect them with new technologies and meet public expectations. Digital marketing emerges as an indispensable tool in this context, offering strategies to expand knowledge and promote university library services. Through a marketing plan, it is possible to establish guidelines to improve interaction with users, increase the library's visibility and adapt to digital preferences and behaviors. This study aims to investigate how digital marketing can be applied in university libraries, through exploratory research that analyzes the profile of users and seeks to develop an appropriate marketing plan. The importance of this work lies in the need to update Librarianship for the digital context, recognizing that knowledge of marketing strategies and user demands is fundamental to the success of libraries in the contemporary world. The structure of the monograph is organized into five sections, which cover everything from the contextualization of the topic to the analysis of the data collected and the final considerations on the work developed.