Digital technology has infiltrated the majority of human activities, profoundly changing most of our private and professional endeavors. The New Public Management liberal school extends the marketing of products and services approach to the public services, assimilating customer relations to users and citizens. In the non-commercial context in which most libraries operate, sustainability and development are generally conditioned by the use of the services proposed by the audiences, a use that marketing seeks to encourage. Marketing maps the customer relationship more broadly, focusing on the interactions between the organization and its targets over the long term. In order to cope with the availability of multiple channels, customers must make choices and organizations must ensure that channels offer consistent information and services. A library that offers an online lending service in addition to its usual service will tend towards being omnichannel.
