Library scholars have acknowledged that libraries need to address the ways that they market their services if they are to compete with the Internet and mitigate the risk of losing users. This includes promoting the information literacy skills training considered vital across the library profession. However, marketing of services has to be adequately supported financially in order to be successful. This can be problematic for library services that are publicly funded and find it difficult to justify diverting tight funds to apparently peripheral areas such as branding and marketing.