DIGITAL MARKETING STRATEGIES OF THE PALU CITY OFFICE OF ARCHIVES AND LIBRARY IN INCREASING USER VISITS
Keywords:
Library,, Digital Marketing, , Digital Promotion, , Digital Mrketing StrategyAbstract
This study aims to analyze the digital marketing strategies implemented by the Palu City Office of Archives and Library in increasing user visits. The research employs a descriptive qualitative approach, with primary data collected through in-depth interviews with library staff directly involved in service management and promotional activities, supported by documentation studies. Data were analyzed using an interactive analysis model consisting of data reduction, data display, and conclusion drawing. The findings indicate that digital marketing is not implemented as a separate formal marketing program, but rather integrated into everyday library service practices. The use of digital media, particularly social media, functions as a means of disseminating information on activities, services, and the library’s public image, while increases in user visits are more strongly influenced by the quality and relevance of the services provided. Participatory services, such as digital-based suggestion mechanisms, as well as inclusive services, including disability-friendly programs and sign language learning activities, emerge as important factors that attract the public to visit the library. These findings suggest that digital marketing in the context of regional public libraries serves as a bridge between digital communication and the service experience directly perceived by users. This study concludes that the effectiveness of digital marketing strategies in regional public libraries is highly dependent on their integration with service innovations that are responsive to community needs, thereby strengthening the role of the library as a relevant and inclusive public service institution
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