Lifelong Learning Through Libraries:Use of Web Pages as a Marketing Channel in University Libraries of Sri Lanka

Lifelong learning is a concept that a person engages in learning process throughout his/her lifetime by using acquired knowledge and skills, by experiencing in different circumstances, and critical thinking. It also means the knowledge and know-how required for acquisition of living. Objective of this paper is to identify the role of libraries in Sri Lanka for the process of improving lifelong learning and identify strategies applicable from the e-marketing concept. Use of the web pages as a marketing tool among university libraries were examined by logging onto the homepages of respective libraries of government universities. Contents, strategic links, and the accessibility of these homepages were explored. However, this was not a technological exploration but a view in a marketing perspective. Underutilization of university libraries has become a common issue and it was assumed that implementation of Lifelong learning could address this issue to a certain extent. Orientation of marketing can target the real need of users and retain users as lifelong learners. Web pages can be utilized in university libraries to interact with users, conduct live communication with them, develop information skills among users, and disseminate information directly to relevant individual or group. The success of this process leads to the proliferation of lifelong learning. Thirteen home pages out of fifteen were logged on. Almost all the pages have given priority to include contact details, history, general procedures of the respective library, online public access catalogue, staff details, and free electronic resources etc. Nearly 50% of the libraries have made worthy attempts to link the page with other libraries and information resources available outside. Yet some of these links were not updated or were associated with errors of linking. A few libraries have made satisfactory attempts to include subject gateways. Ask a Librarian facility. Live Chat comers etc. which are helpful to enhance lifelong learning. Lack of authority, limitation of know-how technology, untrained staff, and limited infrastructure facilities were seen as barriers.