Effectiveness of Digital Marketing Campaigns in Libraries: A Study of the users of Mahatma Gandhi Central University Library, Bihar Pandey Rizu1, Chandra Sahityanjali2 1Research Scholar, Department of Library and Information Science, Mahatma Gandhi Central University, Motihari, Bihar, rizupandey92@gmail.com 2Research Scholar, Department of Library and Information Science, Mahatma Gandhi Central University, Motihari, Bihar, sahityanjali@gmail.com Online Published on 12 January, 2024. Abstract This study investigates the effectiveness of digital marketing campaigns in libraries, with a focus on users at Mahatma Gandhi Central University Library in Bihar. The main objectives are to identify the digital channels that people use to access library information, analyse the effects of those channels on people’s perceptions, pinpoint the channels that are most useful for library-related activities, assess the potential contribution of various social media platforms to library marketing, and comprehend people’s attitudes towards digital marketing. There were 120 questionnaires distributed to users of the libraries at Mahatma Gandhi Central University, and 102 responses were returned. According to the study’s findings, Students spend a lot of time online, which presents libraries with possibilities to advertise their services. Libraries should make their websites mobile-friendly to better serve the expanding mobile population. To find the information people require, search engines are essential; SEO can increase library presence. It’s crucial to keep digital platforms updated with pertinent material and user-friendly layouts. Utilising social media sites like Facebook, WhatsApp, and YouTube enables libraries to communicate with users and advertise events and services. User experiences are substantially impacted by well-managed digital platforms, including mobile apps and websites. Users prefer to receive information in video form, so libraries should produce interesting movies to tell users about their services and resources. Top Keywords Digital Marketing, Library Marketing, Promotion, Social Media. Top |