Omnichannel Research Outreach Capturing Attention through Integration
As scholarly publications continue to saturate, scholars and academic publishers are resorting to multiple mediums to disseminate research outputs in an attempt to gain attention. Source
Amongst the diverse platforms leveraged by scholars to engage audiences are conferences, academic profiling services, social media and many more. Each platform is designed uniquely in terms of content dissemination, catering to distinct user preference
An omnichannel outreach, predominantly used as a marketing strategy in businesses, integrates and streamlines content to garner the attention of wider audiences. Such integration of channels in scholarly communication could potentially overcome the barriers of the digital divide
The table below summarizes the different channels available currently for researchers to share their publications and to receive the highest exposure and/or impact
Source: Research@CityU Library Guides, City University of Hong Kong
https://libguides.library.cityu.edu.hk/visibility/disseminating
Significance of Omnichannel Research Outreach
The diagram below showcases a series of platforms to be considered by scholars and publishers to promote research outputs. With members of the audience widely spread across a range of channels, it is becoming obligatory for scholars to broaden their research outreach efforts through the integration of available platforms, eventually, maximising the readership and research impact
Example of Omnichannel Research Outreach
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