Application of Digital Marketing tools in Academic Libraries through social media

Library profession is experiencing rapid change and many factors are reshaping the function of libraries, therefore several things have forced librarians and information professionals to learn about marketing and adopting marketing strategies. Marketing of library and information services has emerged as an increasing major area for libraries and information centers. The problems of budget cuts, increased consumer base, information explosion, rising costs, networking demands, rivalry by database vendors etc. Marketing is a continuing process of creating a rapport between the library materials and its potential customers. Research is a major issue in marketing. Librarians must match what the library provides with what client needs. Developing practical relationships, both within and outside the library, can also be seen as important part in the marketing and promotion process of library resources and services. This paper is describing the digital marketing and social marketing in academic library.