LIAZ training on digital marketing attracts over sixty information professionals

 By Bedson Nyoni; Photo by Mubanga Lumpa

Participants at the training workshop

The Library and Information Association of Zambia (LIAZ) conducted a Capacity
 Development training on Digital Marketing held in Siavonga from 4th – 8th April 2022. 

The training attracted over sixty librarians, records, archivists, and all information allied professionals drawn from different institutions ranging from public/special libraries to financial organizations.

The training objectives were among others to equip the trainees to leverage the power of digital tools to the market library and information services online; learn the fundamentals of digital marketing and content creation; Make use of relevant social media tools and techniques to help libraries and resource centres increase engagement online; understand the role of both digital and traditional media in marketing and the intersection of online and offline strategies and tactics. 

Speaking when she officially opened the training, the LIAZ president, Mrs Mutinta Nabuyanda noted that Digital technologies have brought about a paradigm shift in the way information is distributed and consumed. 

“The new technological environment in libraries and resource centres demands digital skills from key staff to play an effective role in providing digital information to the users, by possessing knowledge and skills to utilize e-resources, offer web-based services and market them digitally” she emphasised. 

The LIAZ president said that the association executive has been carrying out periodic skills audit to establish gaps among LIS professionals. She added that one such gap identified was in Digital Marketing which created the ground for the training conducted.

Mrs Nabuyanda noted that the training was crucial especially since it was after the COVID-19 pandemic which created challenges for most of the institutions that were more dependent on physical service provision. 

“I wish to remind you that your organization has supported you to attend this training and expect positive change in the execution of your duties. Therefore, I urge all of you to take this training seriously and prove your worth in your organizations” Mrs Nabuyanda emphasized.

The Digital Marketing training was done through modules that were delivered through lectures complemented with tutorials and practical lab sessions. The tutorials and lab sessions enabled and exposed learners to various eMarketing campaigns and time was given for extensive debate and evaluation of the merits of each campaign.

Further, the computer-based demonstrations in labs enabled participants to apply the knowledge gained in lectures. To ensure that learners understood the lessons, directed exercises and assignments were allocated at regular intervals for completion in the labs and also outside of class.

Speaking at end of the four-day training sessions, LIAZ Vice president, Mubanga Lumpa observed that in the 21st-century libraries, resource centres, librarians and information professionals are expected to thrive in the digital environment where they will be actively involved in the acquisition, application, use and implementation of new technologies in their organizations with their new skills and competencies to fit with their changing roles.

He urged participants to utilise the newly acquired skills for the betterment and improvement of their workplaces. “I wish to encourage you to make use of the networks you got in this training to help you grow professionally” he added. 

And Kitwe based Zambia Revenue Authority Registry Supervisor, Mr Phillip Banda applauded LIAZ for organizing the training. 

“We have learnt a lot and will now go back to our workplaces and be able to apply methodologies, tools and technologies involved in digital marketing” he added.

After the training, participants were among others expected to explain the role and importance of digital marketing in a rapidly changing business landscape, discuss the key elements of a digital marketing strategy, illustrate how the effectiveness of a digital marketing campaign can be measured and demonstrate advanced practical skills in common digital marketing tools such as Canvas, Typo, social media, and Blogs.