Biblioteca Pública Municipal Antônio Luís Marcelo Antunes a partir do marketing digital: estratégias de integração

Abstract

In the face of technological advances and globalization, there has been a transformation in the way information is handled, with the digital environment acting as a facilitator for accessing, disseminating and retrieving information. This scenario has a direct impact on library practice, requiring libraries to modernize through technological tools, especially in the way they interact with their community, transcending the limits of physical space. The aim was to answer the following question: how can digital marketing contribute to the integration of the Cascavel community in the Antônio Luís Marcelo Antunes Municipal Public Library (BPMALMA)? The overall aim of the research is to propose a digital marketing plan for the Antônio Luís Marcelo Antunes Municipal Public Library (BPMALMA). Its specific objectives are to identify digital marketing strategies in information units, analyze their contribution to public library services and examine successful models for application at BPMALMA. A qualitative-quantitative, exploratory and descriptive study was carried out in three stages: literature review, comparative and documentary analysis, and strategic planning. Digital marketing strategies used by the institutions analyzed were identified, serving as a comparative basis for drawing up a digital marketing plan adapted to the reality of BPMALMA, highlighting the way in which digital marketing can integrate the user community into a library, expanding its reach and promoting accessibility and inclusion.