Patron Engagement and Marketing Products and Services for Public Libraries

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  • Description
  • Table of Contents
  • About the authors

In response to public libraries’ interest in proactive marketing of their programs, services, and collections, a variety of new products have been introduced. Each takes a different approach in providing libraries with sophisticated tools to support marketing campaigns or other initiatives to strengthen engagement with their communities. Many involve harvesting data and producing analytics and visualizations that aim to provide insight into the strategic performance of the library and the effectiveness of its marketing efforts. This issue of Library Technology Reports (vol. 58, no. 2) provides an overview of the technology products currently available to support library outreach and marketing strategies. 

Chapter 1 – Introduction: Technologies Supporting Library Marketing and Outreach

Chapter 2 – Making Contact

  • General or Topical Newsletters
  • Modular Content
  • Segmentation
  • The Role of the Integrated Library System
  • ILS Patron Records: Core Data for Patron Interactions
  • Security: Comprehensive Encryption
  • Patron Data Sources
  • Patron Registration
  • Communication Channels
  • Library Use and Performance Data

Chapter 3 – Privacy Concerns

  • Storage and Transmission
  • Data Collection and Retention

Chapter 4 – Assembling a Patron Engagement Ecosystem

  • Vendor Products to Support Outreach and Marketing
  • Major Products
  • Notes

Chapter 5 – Additional Resources

  • Additional Resources on Library Marketing
  • Related Articles by the Author

Marshall Breeding

Marshall Breeding is an independent consultant, speaker, and author. He is the creator and editor of Library Technology Guides ( and the online directory of libraries. He is the editor for Smart Libraries Newsletter, published by ALA TechSource, and has authored the annual Library Systems Report, published in American Libraries since 2014. He has also edited and authored several books, articles, and book chapters; was formerly the director for innovative technology and research for the Vanderbilt University Library; and regularly teaches workshops and gives presentations both throughout the United States and internationally at library conferences.

Library Technology Reports

Published by ALA TechSource, Library Technology Reports helps librarians make informed decisions about technology products and projects. Library Technology Reports publishes eight issues annually and provides thorough overviews of current technology. Reports are authored by experts in the field and may address the application of technology to library services, offer evaluative descriptions of specific products or product classes, or cover emerging technology. Find out more information on this publication here.