Prospects for Using Marketing Technologies in Phygitalization of Library Services. Part 1

The purpose of the article is to justify the importance and prospects of using various marketing technologies in phygitalization of library services, which we understand as a synthesis of user interaction experience in the physical and digital spaces of the library. The following areas of digital marketing in the library user service are considered: a) search engine optimization (SEO); b) engagement marketing; c) advertising in social networks.We will examine other areas of digital marketing in libraries in the next article. The research uses the following methods: content analysis, conceptual modeling, comparative analysis, problematization. Use of digital marketing will allow library administrators to implement more effectively digital transformation plans at the national or regional levels. We suppose that at the present stage of the digital society formation, each library must bring its services, policies and procedures in line with the requirements of the time, or rather, the digital transformation of libraries and its component such as phygitalization of library user services.