Marketing digital como ferramenta de divulgação em bibliotecas universitárias: um estudo comparativo na cidade de Teresina - Piauí

Abstract

Discusses the accelerated growth of communication technologies, it is necessary foruniversity libraries to understand and explore the multiple technological possibilities to improve their marketing strategies. It presents as a research question, how can the application of digital marketing be used as an effective tool in the dissemination of products and services offered by university libraries? It proposes to analyze the digital marketing strategies applied specifically to university libraries, with the general objective of understanding how digital marketing can be used as a strategic tool to publicize products and services offered by these institutions. It adopted a bibliographic and descriptive approach, selected for its ability to explorethealreadyconsolidatedknowledgeon thesubject, amixed questionnairewas used as an instrument for data collection, applied in libraries of two higher education institutions inthe city of Teresina, Piauí: the Uninovafapi University Center and the Santo Agostinho University Center. Inferred the use of digital technologies, such as social networks, e-mail marketing and content sharing platforms, can significantly expand the reach of libraries, enhancing communication with the target audience and improving the effectiveness of promotional actions. Thus, this research seeks to contribute to innovation in the marketing practices of university libraries, aligning with the demands of contemporary society.

Keywords: digital marketing; university library; informational products and services.