Internet Marketing in Activities of Libraries of Ukraine

Nowadays, library institutions in Ukraine are experiencing a crisis due to a complex of technical, technological, service, methodical, financial, organizational and managerial reasons. One of the ways to overcome the negative tendencies in the development of national libraries and to increase their competitiveness is to introduce Internet marketing as a systematic approach to promoting library products and services into library activities.The article is devoted to defining the specific features of libraries’ of Ukraine Internet marketing. Internet marketing is considered as a set of institution’ tools and activities, ranging from the study of the environment (market and market actors in the Internet) and ending with the promotion of Internet brands and the establishment of their service.Based on the application of the system method, which led to the consideration of certain types of library activities, products and services from the point of view of Internet marketing as a system, methods of content analysis, included monitoring, the experiment, the approaches to the implementation of Internet marketing in the activities of libraries of Ukraine have been characterized.There has been revealed the use of only some of the tools of Internet marketing within the framework of realization of certain directions of marketing activity by libraries of Ukraine. The main online marketing communications used by Ukrainian libraries today are library sites, libraries’ representations on social networks, to a lesser extent, online and traditional media. Libraries conduct campaigns for re-branding, updating the image of institutions, informing users about the modernization of the library information service - providing along with traditional for the libraries products and services the access to online service and innovative interactive events, using the media.The need to strengthen the analytical and managerial directions of Internet marketing in the library activity is emphasized, namely, to increase the attention to competitor and market research, the effectiveness of functioning of different tools of Internet marketing and implementation of its different directions, as well as the need to develop a well-balanced marketing strategy in the Internet environment and organization its internal marketing processes.