TRANSFORMING LIBRARY MARKETING STRATEGIES THROUGH INFORMATION TECHNOLOGY IN UNIVERSITY LIBRARIES IN NORTH EASTERN NIGERIA

The emergence of information technology (IT) has profoundly altered how university libraries provide and promote their services. In university libraries in North Eastern Nigeria, the deployment of information technology presents significant opportunities to modernize conventional marketing tactics and improve service exposure. This research examines the transformational impact of information technology on the marketing strategies of university libraries in the area. The study employs a mixed-methods approach to assess the degree of IT adoption, identify novel technologies used, and evaluate their effects on user engagement and library usage. Research indicates that IT technologies, including social media platforms, library management systems, and mobile apps, are crucial for enhancing services, facilitating communication, and expanding the user demographic. Nevertheless, obstacles such as insufficient financing, deficiencies in technical skills, and inadequate internet infrastructure hinder comprehensive IT integration. The research indicates that deliberate investment in IT infrastructure, personnel capacity training, and ongoing support for IT-driven marketing are crucial for optimizing the advantages of technology in library promotion