Marketing digital: explorando aspectos cognitivos

Abstract

This live is part of the Information Records project: dialogues between Librarianship, Archival Science and Information Science (CI); coordinated by the Superintendent of the University Library System (SIBI/UFBA), Professor Ivana Borges Lins, in partnership with the Information Science Institute (ICI)/UFBA. The live was mediated by librarian Ramon Santana (SIBI / UFBA). The teacher Dr. Bárbara Coêlho (ICI/UFBA), when addressing the theme, highlighted the relevance of user studies as a fundamental instrument for libraries to act in the digital environment. She pointed out the need for constant updating of the librarian and for the information units to have a digital presence, this was called as having and / or developing strategies to act in the informational context (internet, social media). In this way, libraries can be easily found in the digital environment and thus offer their products and services to users efficiently. Bárbara cited and explained the stages of digital presence, highlighted elements that librarians should take into account when working with digital marketing, such as: persona, digital communication, the consumer on the website, the importance of metrics among others.