Marketing Communications in Conditions of Digital Transformation of Ukrainian Public Libraries

The aim of the article is to identify peculiarities of the current state of marketing communications of Ukrainian public libraries in the context of digital transformation processes, as well as to offer the use of effective approaches to library communication in the digital environment. Research methods. To achieve this aim, methods of analysis and synthesis, content analysis, structural-functional and generalisation methods are applied. Scientific novelty. The necessity of a comprehensive approach to the integration of offline and online channels in library communication with the target audience is grounded. Main conclusions. The importance of marketing communications tools for Ukrainian public libraries is updated. Features of the digital channels use by the library for interaction with the target audience and dissemination of information about products and services are highlighted. The emphasis is put on the strengthening of digitalisation of Ukrainian libraries in wartime conditions, which is manifested in creating electronic funds, introducing digital technologies, and expansioning online services. Attention is focused on the fact that in such a way libraries contribute to the preservation of cultural heritage, facilitate access to it for internally displaced people, as well as for those who are abroad. Peculiarities of using social networks as an important source of information and a means of interaction, as well as a marketing communication tool, are analysed using the example of the Cherkasy Regional Universal Scientific Library named after Taras Shevchenko. Attention is drawn to the necessity for Ukrainian libraries to spread original information in various social networks, which will take into account the target audience’s interests and needs. Main challenges in the sphere of marketing communications are studied, including: insufficient funding for libraries, needs to improve library professionals’ skills, conducting an effective research on the target audience in order to create a relevant content.