[Web4lib] Marketing databases; WAS Link to Library site on College website

[Robert Balliot]

No. Having meta data available to search engines only creates the *
possibility* of searches yielding database results in search engines.  It
does effectively lead to the *probability* that database entries will be
listed in the top few results.

*Marketing* the database does lead to the top, but it does not do it with
specific searches. It employs generalizations about the searches and the
searchers.  The databases are marketed to key word phrases that are most
often used in association with a range of searches by the specific searching
audience.  The associated articles do not need to be shown - merely
their local source / subscriber.

Database owners should be concerned about exposing their meta data and data
in general to a competitive, open web. But, they certainly could use their
linking power to show that they have the answers and who provides their
products.

R. Balliot
http://oceanstatelibrarian.com



On Fri, Jan 29, 2010 at 1:22 PM, Brian Gray <mindspiral at gmail.com> wrote:

> It is not really marketing of databases that is the problem. Until database
> providers open their metadata up to the search engines, there is no way they
> can guarantee to be listed in the top few of everyone's search results
> anyways.
>
>
> Brian Gray
> mindspiral at gmail.com
> bcg8 at case.edu
>
>
>   On Fri, Jan 29, 2010 at 1:09 PM, Robert Balliot <rballiot at gmail.com>wrote:
>
>>  I could show you how to market a database effectively - it is like any
>> other
>> product.  But,  consider marketing from a broader sense. If you owned a
>> Toyota dealership, you would expect to benefit from multi-channel
>> marketing
>> by the manufacturer. The manufacturer prepares promotional materials
>> and advertises on TV, Web, and print making consumers aware of their
>> brand.
>> Because, it is their product you are selling.
>>
>> Why wouldn't a library expect the same when they provide access to an
>> external vendor's database? You are selling their product to the patrons.
>> You demo their product for patrons.  They benefit from your sales pitch.
>> So, why wouldn't a local news search result in a link to the library
>> funded
>> database with the archives?    Where are the manufacturers promoting their
>> products for you? How have they promoted their brands to validate the
>> value
>> of your services? I know that lots of libraries get the benefit of some
>> paper signs and such from the vendors, but who really looks at those?
>>
>> I think most libraries know what  great resources you can get from Gale
>> and
>> EBSCO.  And, I think Lexis-Nexis and Westlaw are very effective partners
>> at
>> marketing their products. However, public library databases have been
>> basically a gravy train for the vendors - simply provide a connection and
>> collect the rewards.  But, all library funding is under review and funding
>> without usage is not sustainable.
>>
>> R. Balliot
>> http://oceanstatelibrarian.com
>> On Fri, Jan 29, 2010 at 12:03 PM, Alexandria Arnold <
>> aarnold at summitlibrary.org> wrote:
>>
>> > Robert Balliot wrote:
>> >
>> > >In Rhode Island, the various public libraries have individually and
>> > >collectively subscribed to some of the heavyweight databases.  The
>> costs
>> > >are relatively low per capita, but use per capita is extremely low so
>> they
>> > >are really not a bargain.  And, people would use them if they knew they
>> > >were there.   Instead, the subscriptions get cut, so no one benefits.
>>  The
>> > >products were never effectively marketed.
>> >
>> > I'd be interested in your ideas on how to get the word out. I know of
>> > several public libraries, including my own, which have been disappointed
>> in
>> > the level of use our databases get. We've tried a lot of things but they
>> > have not resulted in searches. What have you found to be effective?
>> >
>> >
>> > Alexandria Arnold
>> > Assistant Director
>> > Summit Free Public Library, NJ
>> > 908.277.9448
>> >
>> >
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