Digital marketing strategie for informational units: Comparative between State Public Archives and Libraries websites

Abstract

The web as a context of possibilities of communication and informational interaction allows to potentiate cultural equipment such as Public State Archives and Libraries in the context of visibility and democratic participation. The archives and libraries can use a digital marketing framework to approach the target audience, the opportunity to improve online services and Disseminate information in the digital environment for the development of communities. The research is justified by the few existing studies of this nature in the area of information science and it is believed that the results corroborate in the development of the dissemination of information through the knowledge of digital marketing for cultural equipment. Thus, the research problem focuses on the dissemination of information through digital marketing indicators on websites of information units. The objective of the study proposed to raise conceptual aspects of digital marketing for archival websites and libraries. Thus, the general indicators are: User Attraction, Interaction, Content, Relationship, Personalization and Promotion. The study is a qualitative approach with the documental research methodology of the institutions' websites. Subsequently, a comparative analysis was performed between the verified pages. The Archives and libraries, using digital marketing and, in the face of new social, technological, economic and contextual paradigms, strategically integrate a set of greater availability of information, addressing innumerable advantages for institutional visibility, promotion and recognition Of public spheres.