Сучасні тенденції маркетингу у сфері бібліотечних послуг

The aim of the article is to figure out current marketing tendencies in the sphere of library services and identify effective tools for popularising libraries. Research methods. General scientific and special research methods are applied in writing this article, particularly, methods of analysis and synthesis, induction and deduction, a forecasting method. Content analysis of scientific literature is conducted in order to collect necessary data. A generalisation method is used to formulate research conclusions about current marketing trends in the field of library services. Scientific novelty. Modern marketing tendencies are comprehensively analysed and summarised in the context of their application by Ukrainian libraries. Main conclusions. It is determined that modern library marketing is undergoing significant changes due to digitalisation. Ukrainian public libraries pay considerable attention to organising events, including exhibitions, lectures, workshops, book presentations, digital literacy training, promotions, etc. At the same time, an important trend is active using of digital technologies and implementing of internet marketing in the activity of Ukrainian libraries. Library websites and social networks open new opportunities for interaction with the target audience. Additionally, they reflect libraries’ attempts to speak the language of youth using familiar means. With the help of pages in social networks, libraries report news, make announcements of events, familiarise readers with new arrivals and already existing books, answer questions. The TikTok social network is an effective marketing tool that has not yet become widespread among Ukrainian libraries. There is a tendency towards content personalisation and analytics applying to improve service quality for users, which affects the growth of audience loyalty. An important direction in the development of library services is the artificial intelligence usage. Nowadays, for Ukrainian libraries, it is important to promote their products and services by implementing into activity innovative tools, particularly, virtual reality technologies.