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Music Industry Coursework

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What can emering artists do to market themselves digitally and create an online fanbase?
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Page 1: Music Industry Coursework
Page 2: Music Industry Coursework

Introduction

Strategic Understanding......

Music Industry

Emerging Artists

Established Artists

Successful Digital Marketing

Conclusion.........................

References....................

Introduction................................................ 1

Strategic Understanding............................ 2

Music Industry........................................... 10

Artists........................................

Established Artists..................................... 13

Successful Digital Marketing Techniques...

................................................. 20

................................................ 22

................................................ 1

...................... 2

............................ 10

........................................ 11

............................. 13

Techniques... 18

........................ 20

............................ 22

Page 3: Music Industry Coursework

Marketing has always been the key way in which businesses sell their

products and services to their consumers. In recent times, the digital

marketing landscape has become the key way in which people notice

they are being sold. Digital marketing has become the strongest marketing

technique and the cheapest. It is the most prominent in all areas of

marketing. This is because technology has evolved to allow marketers to

advertise online to reach their targ

to be the key way in which advertisers reach their consumers, with

technology developing and each generation becoming more of a ‘digital

generation’.

The music industry uses digital marketing techniques to promot

themselves to the public and offering different services to them. Digital

marketing in the music industry is key as online sites, such as iTunes and

Spotify, allow consumers to buy their music online instead of in a shop. Up

and coming artists need to us

of the industry as they have a need to get out into the industry and they use

these techniques to get people onto their sites in order to promote

themselves and their music. Established artists also use these t

promote themselves and their music, they use the tools, however, in

different ways as they are more established and can use different techniques

in different ways. This will be explored in detail further on in the report.

Marketing has always been the key way in which businesses sell their

products and services to their consumers. In recent times, the digital

marketing landscape has become the key way in which people notice

they are being sold. Digital marketing has become the strongest marketing

technique and the cheapest. It is the most prominent in all areas of

marketing. This is because technology has evolved to allow marketers to

advertise online to reach their target market. Digital marketing will continue

to be the key way in which advertisers reach their consumers, with

technology developing and each generation becoming more of a ‘digital

The music industry uses digital marketing techniques to promot

themselves to the public and offering different services to them. Digital

marketing in the music industry is key as online sites, such as iTunes and

Spotify, allow consumers to buy their music online instead of in a shop. Up

and coming artists need to use these techniques more than most other areas

of the industry as they have a need to get out into the industry and they use

these techniques to get people onto their sites in order to promote

themselves and their music. Established artists also use these t

promote themselves and their music, they use the tools, however, in

different ways as they are more established and can use different techniques

in different ways. This will be explored in detail further on in the report.

Marketing has always been the key way in which businesses sell their

products and services to their consumers. In recent times, the digital

marketing landscape has become the key way in which people notice what

they are being sold. Digital marketing has become the strongest marketing

technique and the cheapest. It is the most prominent in all areas of

marketing. This is because technology has evolved to allow marketers to

et market. Digital marketing will continue

to be the key way in which advertisers reach their consumers, with

technology developing and each generation becoming more of a ‘digital

The music industry uses digital marketing techniques to promote

themselves to the public and offering different services to them. Digital

marketing in the music industry is key as online sites, such as iTunes and

Spotify, allow consumers to buy their music online instead of in a shop. Up

e these techniques more than most other areas

of the industry as they have a need to get out into the industry and they use

these techniques to get people onto their sites in order to promote

themselves and their music. Established artists also use these techniques to

promote themselves and their music, they use the tools, however, in

different ways as they are more established and can use different techniques

in different ways. This will be explored in detail further on in the report.

11

Page 4: Music Industry Coursework

Digital Marketing’s Role

Within the Marketing Mix

The Marketing Industry

Considering the marketing industry as a

whole ‘profit margins and productivity

have fallen across most types of

marketing sectors, as the recession takes

its toll on company accounts’ [Huber,

2010]. Across the whole marketing

spectrum in 2010 ‘productivity fell by 1%,

compared to December 2009, with gross

income per head at £106,000’ [Huber, N.

2010]. Outlined in an article by [Duff, A.]

‘Companies come to marketing agencies

because they want good, creative people

and strategic planners who can advise

them on which markets to target, and

with what message’ [Duff, A. 2010].

Television advertisement has dropped so

much in cost in recent years ‘that some

agencies can work on budgets as small as

£10,000’ [Marketing Minefield. 2011].

Recently even PR is ‘very cheap and

effective. It’s not just about an idea but

also about what journalists are going to

write about’ [Duff, A. 2010].

In terms of the size of the marketing

industry ‘there are an estimated 176,000

practitioners with marketing in their job

title focusing on business to business

(B2B). There is also an estimated 272,000

practitioners with marketing in their job

title where B2B contributes to some of

their work as well as business to

consumer (B2C)’ [Brookes, S & Chesher, O.

2007]. An example of a trade body which

represents marketing communications

agencies is the institute of practitioners in

advertising (IPA). The IPA are a trade body

Considering the marketing industry as a

whole ‘profit margins and productivity

have fallen across most types of

marketing sectors, as the recession takes

its toll on company accounts’ [Huber, N.

2010]. Across the whole marketing

spectrum in 2010 ‘productivity fell by 1%,

compared to December 2009, with gross

income per head at £106,000’ [Huber, N.

2010]. Outlined in an article by [Duff, A.]

‘Companies come to marketing agencies

nt good, creative people

and strategic planners who can advise

them on which markets to target, and

with what message’ [Duff, A. 2010].

Television advertisement has dropped so

much in cost in recent years ‘that some

agencies can work on budgets as small as

£10,000’ [Marketing Minefield. 2011].

Recently even PR is ‘very cheap and

effective. It’s not just about an idea but

also about what journalists are going to

In terms of the size of the marketing

imated 176,000

practitioners with marketing in their job

title focusing on business to business

(B2B). There is also an estimated 272,000

practitioners with marketing in their job

title where B2B contributes to some of

their work as well as business to

sumer (B2C)’ [Brookes, S & Chesher, O.

2007]. An example of a trade body which

represents marketing communications

agencies is the institute of practitioners in

advertising (IPA). The IPA are a trade body

that represents ‘over 260 of the UK’s

brightest and best agencies in

membership, from a broad range of

disciplines, who between them handle an

estimated 85 per cent of all UK advertising

spend’ [IPA. 2011]. In terms of

segmentation the UK marketing

communications sector can be segmented

into over ten different categories. These

include; creative, media, digital, direct

marketing, search, integrated and many

more. In terms of expenditure an

estimated £9.8 billion was spent on B2B

marketing communications du

Although this data is out of date it shows

that marketing is a large profitable sector.

The total UK Advertising Expenditure was

£14.5bn in 2009. The annual

inclusive of productions costs was

£15.7bn.

Shown below is the total UK ad

expenditure in 2009 split into the

different areas and there percentage

share.

This chart above shows that as of 2009

the most expenditure from UK advertising

was on press, second most on television

and third most on digital mar

(internet). This indicates that the

that represents ‘over 260 of the UK’s

agencies in

membership, from a broad range of

disciplines, who between them handle an

estimated 85 per cent of all UK advertising

spend’ [IPA. 2011]. In terms of

segmentation the UK marketing

ications sector can be segmented

into over ten different categories. These

include; creative, media, digital, direct

marketing, search, integrated and many

more. In terms of expenditure an

estimated £9.8 billion was spent on B2B

marketing communications during 2005.

Although this data is out of date it shows

that marketing is a large profitable sector.

The total UK Advertising Expenditure was

£14.5bn in 2009. The annual total figure

inclusive of productions costs was

Shown below is the total UK advertising

expenditure in 2009 split into the

different areas and there percentage

[Warc. 2009]

This chart above shows that as of 2009

the most expenditure from UK advertising

was on press, second most on television

and third most on digital marketing

(internet). This indicates that the

22

Page 5: Music Industry Coursework

traditional advertising portals of press and

television are still used and that marketing

agencies will continue to. As digital

marketing and advertising is a continually

expanding sector and according to

Moore’s Law shown in [appendix 1.6

technology doubles every two years. This

therefore indicates that in the near future,

the potential digital technology available,

may allow the digital industry to surpass

traditional media as the leading marketing

medium. Shown in the chart below is the

percentage change of the total UK

adspend between 1983-2011.

Through analysing this it outlines how

budgets and spending in 2008 and 2009

did drop by as much as 12% in 2009. This

is mainly due to the current econo

downturn. But as the economy has been

stabilising since 2010, budgets have been

increasing once again by as much as 6% in

2010.

Digital Marketing

Moving the focus to digital marketing, it is

simply defined as marketing where

‘messages are sent using a medium that

depends on digital transmission’ [Bird, D.

2007] and encompasses all marketing

mediums that are conducted through a

digital format. This includes online

marketing such as media, search and

social networking; e-mail marketing and

mobile marketing, as well as many more.

traditional advertising portals of press and

television are still used and that marketing

agencies will continue to. As digital

marketing and advertising is a continually

expanding sector and according to

Law shown in [appendix 1.6]

technology doubles every two years. This

therefore indicates that in the near future,

the potential digital technology available,

may allow the digital industry to surpass

traditional media as the leading marketing

in the chart below is the

percentage change of the total UK

2011.

[Warc. 2011]

Through analysing this it outlines how

budgets and spending in 2008 and 2009

did drop by as much as 12% in 2009. This

is mainly due to the current economic

downturn. But as the economy has been

stabilising since 2010, budgets have been

increasing once again by as much as 6% in

Moving the focus to digital marketing, it is

simply defined as marketing where

‘messages are sent using a medium that

depends on digital transmission’ [Bird, D.

2007] and encompasses all marketing

mediums that are conducted through a

ncludes online

marketing such as media, search and

mail marketing and

mobile marketing, as well as many more.

In terms of size, the digital marketing

industry has become one of the largest

marketing mediums. Shown in [appendix

1.5] is the percentage use of the main

marketing channels by UK marketers in

2010. Illustrated below is this data within

a bar chart. This includes the 6 most

commonly used marketing mediums

within the UK and the percentage that

they are used:

Out of these 6 areas only direct mail and

advertising don’t solely exist within a

digital format. These results therefore

emphasise the sheer size of the digital

marketing industry.

Further emphasis of the size and growth

of the digital industry is evident in a

report generated by [Abrams, K. 2010]

who outlines how ‘UK advertising

spending suffered a double

2009, according to several sources. But

the Internet defied this downward trend.

UK advertisers spent £3.54 billion online

in 2009 - 5.7% more than in 2008

Breaking down this £3.54 billion into the

different parts of online marketing ‘search

accounted for 60.7% of Internet ad

spending in 2009, display claimed 20%

and classified ads 19%, while less than 1%

was spent on e-mail sent to purchased

lists’ [Abrams, K. 2010]. Shown in

[appendix 1.7] is a table outlining this

online advertising spending in 2009,

forecasted spending for subsequent years

and the percentage change each year.

0%

20%

40%

60%

80%

100%

Percentage

In terms of size, the digital marketing

industry has become one of the largest

mediums. Shown in [appendix

the percentage use of the main

marketing channels by UK marketers in

2010. Illustrated below is this data within

a bar chart. This includes the 6 most

commonly used marketing mediums

within the UK and the percentage that

s only direct mail and

advertising don’t solely exist within a

digital format. These results therefore

emphasise the sheer size of the digital

Further emphasis of the size and growth

of the digital industry is evident in a

rated by [Abrams, K. 2010]

who outlines how ‘UK advertising

spending suffered a double-digit drop in

2009, according to several sources. But

the Internet defied this downward trend.

UK advertisers spent £3.54 billion online

5.7% more than in 2008’.

Breaking down this £3.54 billion into the

different parts of online marketing ‘search

accounted for 60.7% of Internet ad

spending in 2009, display claimed 20%

and classified ads 19%, while less than 1%

mail sent to purchased

K. 2010]. Shown in

] is a table outlining this

online advertising spending in 2009,

forecasted spending for subsequent years

and the percentage change each year.

Email

Web

Advertising

Direct Mail

Mobile

Social Media

33

Page 6: Music Industry Coursework

This data is based on the assumption of

economic recovery in 2010 and 2011 and

the Olympic Games in 2012 bringing

higher rises in digital ad spending. Shown

in this table, the forecasted percentage

change is greatest in 2012 with an 8.8%

increase, second to 2010 with a 7%

increase in online ad spending. The total

forecasted increase in online ad spending

between 2009 and 2014 is £1.3 billion,

equalling a percentage increase of 36.72%.

In terms of Europe, ‘Western Europe

accounts for 27.7% of global online ad

spending in 2010’ [Abrams, K. 2010]. In

France, Germany, Italy and Sp

advertising spending fell sharply in 2008

and 2009 during the recession. Spain and

Italy were hit hardest, and they remain

less advanced online markets. Yet internet

spending grew in all these countries,

0%

10%

20%

30%

40%

50%

60%

70%

Digital

Traditional

Off-

MediaSearch Engine

Optimisation On-

MediaE-mail

(acquisition)E-mail

(retention)Paid Search

(PPC)Mobile

Marketing

Increase in Budget Allocation

This data is based on the assumption of

economic recovery in 2010 and 2011 and

the Olympic Games in 2012 bringing

higher rises in digital ad spending. Shown

in this table, the forecasted percentage

change is greatest in 2012 with an 8.8%

increase, second to 2010 with a 7%

increase in online ad spending. The total

in online ad spending

between 2009 and 2014 is £1.3 billion,

equalling a percentage increase of 36.72%.

In terms of Europe, ‘Western Europe

accounts for 27.7% of global online ad

spending in 2010’ [Abrams, K. 2010]. In

France, Germany, Italy and Spain ‘total

advertising spending fell sharply in 2008

and 2009 during the recession. Spain and

Italy were hit hardest, and they remain

less advanced online markets. Yet internet

spending grew in all these countries,

testimony to digital’s importance for

advertisers’ [Abrams, K. 2010]. Paid search

proved to be the ‘largest category of

online ad spending in 2009’ and ‘will

continue to dominate digital marketing

budgets in France, Germany and Spain,

according to most research firms’ [Abrams,

K. 2010].

In terms of the value of the digital

marketing industry; online and digital

marketing mediums are generally

replacing traditional marketing formats.

This is supported in [appendix

is a budget allocation of 265 business to

business marketers in business of all sizes.

Shown below are two bar charts showing

these companies increase and decrease

budget allocation.

Off-site Social

MediaSearch Engine

Optimisation -site Social

Mediamail

(acquisition)mail

(retention)Paid Search

(PPC)Mobile

Marketing

0%

10%

20%

30%

40%

50%

60%

Digital

Traditional

Budget Allocation Decrease in Budget Allocation

testimony to digital’s importance for

ertisers’ [Abrams, K. 2010]. Paid search

proved to be the ‘largest category of

online ad spending in 2009’ and ‘will

continue to dominate digital marketing

budgets in France, Germany and Spain,

according to most research firms’ [Abrams,

In terms of the value of the digital

marketing industry; online and digital

marketing mediums are generally

replacing traditional marketing formats.

This is supported in [appendix 1.8] which

is a budget allocation of 265 business to

business marketers in business of all sizes.

Shown below are two bar charts showing

these companies increase and decrease in

budget allocation.

Off-site Social

Media

Search Engine

Optimisation

On-site Social

Media

E-mail (acquisition)

E-mail (retention)

Paid Search (PPC)

Budget Allocation

44

Page 7: Music Industry Coursework

Analysing these two charts it is evident

that digital marketing formats are

showing a higher increase in budget

allocation and traditional forms of

marketing are showing a much greater

decrease in budget allocation.

In the current economic climate the

strongest growing and cheapest area to

market within is that of digital; which over

the past few years has evolved into one of

the most prominent and profitable forms

of marketing. This is supported by [Huber,

N. 2010] who outlines how ‘Digital

marketing continues its strong growth

(11.7%)’ and current sales trends dictate

that marketing agencies and there

budgets will continue to shift towards

online, with more customers going online

early in the buying cycle. Referring to the

buying cycle [Appendix 1.6] it

phases: awareness, research, comparison

and purchase’ [Ramos, A & Cota,

(shown in appendix 1.9 as: awareness,

interest, evaluation and commit

Therefore consumers first become aware

of a product or service through marketing

or referral which then dictates a need or

desire. This then leads to research and

comparison of the item in question in

terms of price, quality, etc. The result of

this research and comparison can then

lead to a purchase. Consumers are mainly

using digital to buy products, research and

compare price. But, with this shift in

marketing to a digital format, consumers

are being made aware of products and

services digitally as well.

As a result of this shift towards online

[Chamberlin, B] outlines how ‘marketing

leaders must move marketing mix budgets

to mirror where the customers and

prospects are - online. Online channels

can reach a very targeted audience, are

lower cost, and are becoming more

Analysing these two charts it is evident

that digital marketing formats are

showing a higher increase in budget

allocation and traditional forms of

howing a much greater

decrease in budget allocation.

In the current economic climate the

strongest growing and cheapest area to

market within is that of digital; which over

the past few years has evolved into one of

the most prominent and profitable forms

of marketing. This is supported by [Huber,

N. 2010] who outlines how ‘Digital

marketing continues its strong growth

(11.7%)’ and current sales trends dictate

marketing agencies and there

budgets will continue to shift towards

ers going online

early in the buying cycle. Referring to the

buying cycle [Appendix 1.6] it ‘has four

phases: awareness, research, comparison

and purchase’ [Ramos, A & Cota, S. 2009]

as: awareness,

interest, evaluation and commitment).

Therefore consumers first become aware

of a product or service through marketing

or referral which then dictates a need or

desire. This then leads to research and

omparison of the item in question in

terms of price, quality, etc. The result of

is research and comparison can then

lead to a purchase. Consumers are mainly

using digital to buy products, research and

compare price. But, with this shift in

marketing to a digital format, consumers

are being made aware of products and

As a result of this shift towards online

[Chamberlin, B] outlines how ‘marketing

leaders must move marketing mix budgets

to mirror where the customers and

Online channels

can reach a very targeted audience, are

wer cost, and are becoming more

measurable. As a result we should expect

the continued decline in the use of

traditional media. This cannibalization of

traditional media will bring about new

marketing channels, professions, and

processes as well as a decli

advertising budgets. Traditional agencies

and publishers must transform their

businesses to include digital marketing

capabilities’ [Chamberlin, B. 2010]. This is

supported by [Chaffey, D] who describes

how ‘prospects and customers

increasingly use multiple channels when

selecting products and services switching

between digital media and traditional

media’ [Chaffey, D. 2010].

Key components of Online

Marketing

Online marketing is used by businesses for

‘getting closer to consumers and

understanding them better, adding value

to products, widening distribution

channels and boosting sales through

running e-marketing campaigns using

digital media channels’ [Chaffey, D. 2008].

The main online marketing channels used

by the music industry to promo

established artists and new artists are

outlined below:

• Social Media Marketing

• E-mail Marketing

• Lead Generation

• SEO/PPC/SEM

As a result we should expect

the continued decline in the use of

traditional media. This cannibalization of

traditional media will bring about new

marketing channels, professions, and

processes as well as a decline in overall

Traditional agencies

and publishers must transform their

businesses to include digital marketing

capabilities’ [Chamberlin, B. 2010]. This is

supported by [Chaffey, D] who describes

how ‘prospects and customers

ly use multiple channels when

selecting products and services switching

between digital media and traditional

media’ [Chaffey, D. 2010].

Key components of Online

Online marketing is used by businesses for

‘getting closer to consumers and

standing them better, adding value

to products, widening distribution

channels and boosting sales through

marketing campaigns using

digital media channels’ [Chaffey, D. 2008].

The main online marketing channels used

by the music industry to promote

established artists and new artists are

Social Media Marketing

mail Marketing

Lead Generation

55

Page 8: Music Industry Coursework

Social Media Marketing

Shown within [appendix 1.1] are industry

statistics of the social media industry and

what social media marketing is. In terms

of marketing within social media it is

conducted through mediums such as

interactive (banner) advertisements,

interactive games, videos, and even live

streaming sessions. Interactive (banner)

advertisements are simply advertisements

placed on website pages that are used to

refer the users of a website to the

websites of the company who paid for the

advertisement. These links can eith

external to the social network or external.

It is becoming common place for

organizations to link these advertisements

through to a specific campaign micro

rather then link it through to their actual

site. As a result these micro-sites normally

include content which is of specific value

to the marketing campaign. Interactive

games on the other hand, work on the

same principle of banner advertisements.

But, as well as this within the game itself

brands can market themselves by offering

products for the games character. For

example brands such as Addidas can offer

trainers which make the games characters

run faster or have a bonus. Videos can be

used to promote bands or artists, films,

television programs and many more

products. Further more these

also act as interactive advertisements to a

company’s website. Finally the idea of live

streaming was first produced by Katy

Perry on the social media site Facebook.

This live streaming was ground breaking

because as well as offering an intervie

about the artists up and coming plans, it

Shown within [appendix 1.1] are industry

statistics of the social media industry and

what social media marketing is. In terms

of marketing within social media it is

conducted through mediums such as

interactive (banner) advertisements,

ideos, and even live

streaming sessions. Interactive (banner)

advertisements are simply advertisements

placed on website pages that are used to

refer the users of a website to the

websites of the company who paid for the

advertisement. These links can either be

external to the social network or external.

It is becoming common place for

organizations to link these advertisements

through to a specific campaign micro-site,

rather then link it through to their actual

sites normally

include content which is of specific value

to the marketing campaign. Interactive

games on the other hand, work on the

same principle of banner advertisements.

But, as well as this within the game itself

brands can market themselves by offering

or the games character. For

example brands such as Addidas can offer

trainers which make the games characters

run faster or have a bonus. Videos can be

used to promote bands or artists, films,

television programs and many more

products. Further more these videos can

also act as interactive advertisements to a

company’s website. Finally the idea of live

streaming was first produced by Katy

Perry on the social media site Facebook.

This live streaming was ground breaking

because as well as offering an interview

about the artists up and coming plans, it

offered ‘fans the chance to interact live

and direct with Perry’ [Martinez, A . 2011].

A case example of social media marketing

is that of the Channel 4’s efforts to raise

awareness of dangerous street weapons

among a young audience. Conducted in

2009, the television broadcaster targeted

this hard to reach demographic through

the social networking site Bebo. Channel 4

created three fictional profiles in which

each had been affected by street crime in

different ways. All were linked back to a

central page in which comments and

issues were shared through chat rooms

and forums. As a result of this campaign

the issue received ‘over 90,000 views on

the Bebo hub, in excess of 1,500

comments and pictures left in the

dedicated chat rooms and 2,500 active

friends registered to join in the debate’

[Profero. 2009]. This case study identifies

the power of social media marketing to

infiltrate a hard to reach market through

integrated social media.

E-mail Marketing

Described within [appendix 1.2] are

industry statistics of the e

industry and what it is. In terms of how e

mail marketing is conducted, it is done

through the sending of e

marketing that encourage customer

loyalty and new and repeated busi

The types of marketing used to utilise this

are offers, rewards and promotions.

Further more; e-mail marketing can

include interactive advertisements to

other company’s websites as well as the

company’s own. Key areas to consider

offered ‘fans the chance to interact live

and direct with Perry’ [Martinez, A . 2011].

A case example of social media marketing

is that of the Channel 4’s efforts to raise

awareness of dangerous street weapons

mong a young audience. Conducted in

2009, the television broadcaster targeted

this hard to reach demographic through

the social networking site Bebo. Channel 4

created three fictional profiles in which

each had been affected by street crime in

ys. All were linked back to a

central page in which comments and

issues were shared through chat rooms

and forums. As a result of this campaign

the issue received ‘over 90,000 views on

the Bebo hub, in excess of 1,500

comments and pictures left in the

cated chat rooms and 2,500 active

friends registered to join in the debate’

[Profero. 2009]. This case study identifies

the power of social media marketing to

infiltrate a hard to reach market through

integrated social media.

within [appendix 1.2] are

industry statistics of the e-mail marketing

industry and what it is. In terms of how e-

mail marketing is conducted, it is done

through the sending of e-mails with

marketing that encourage customer

loyalty and new and repeated business.

The types of marketing used to utilise this

are offers, rewards and promotions.

mail marketing can

include interactive advertisements to

other company’s websites as well as the

company’s own. Key areas to consider

66

Page 9: Music Industry Coursework

when creating e-mail marketing are its

deliverability, renderability, email

response decay, communications

preferences and that its resource

intensive. Deliverability is simply getting

the e-mails delivered through ISP’s

firewalls and webmail systems, which can

class some e-mails as spam or junk.

Renderability is how easily the e

marketing can be viewed within different

e-mail systems such as yahoo mail and

windows hotmail. Some of these systems

can block images or view text in a larger

size then originally intended. E

response decay on the other hand is the

time in which consumers stay engaged

with an e-mail marketing campaign.

Finally communications preferences are

how consumers like to receive offers;

content and how frequent they like to

receive e-mail marketing.

A case example of e-mail marketing is that

of the chain Pizza Place in America. The

full case study is shown in [appendix 2.5].

Pizza Place realised through analysis of its

online and offline capabilities that the

company made on average an extra

cent online than from a phone order.

Therefore Pizza Place decided to create an

e-mail survey of what pizza consumers

wanted in their newly revised menu, and

what customer’s favourite local pizza

place was. As a result of this email

program, whilst it was being conducted

'online orders jumped by a whopping 47%,

to 4000 orders per week’ [Baggot, C &

Sales, A. 2007]. This case study therefore

reflects how effective e-mail marketing

can be even if the marketing’s original

purpose was a survey of opinion.

marketing are its

deliverability, renderability, email

response decay, communications

preferences and that its resource

intensive. Deliverability is simply getting

mails delivered through ISP’s

firewalls and webmail systems, which can

ails as spam or junk.

Renderability is how easily the e-mail

marketing can be viewed within different

mail systems such as yahoo mail and

windows hotmail. Some of these systems

can block images or view text in a larger

size then originally intended. E-mail

response decay on the other hand is the

time in which consumers stay engaged

mail marketing campaign.

Finally communications preferences are

how consumers like to receive offers;

content and how frequent they like to

mail marketing is that

of the chain Pizza Place in America. The

full case study is shown in [appendix 2.5].

Pizza Place realised through analysis of its

online and offline capabilities that the

company made on average an extra 50

cent online than from a phone order.

Therefore Pizza Place decided to create an

mail survey of what pizza consumers

wanted in their newly revised menu, and

what customer’s favourite local pizza

place was. As a result of this email

as being conducted

'online orders jumped by a whopping 47%,

Baggot, C &

Sales, A. 2007]. This case study therefore

mail marketing

can be even if the marketing’s original

purpose was a survey of opinion.

Lead Generation

Described within [appendix 1.3] is what

lead generation is and industry statistics

of the lead generation industry. Referring

to this appendix and considering the

neglect of sales leads within the industry,

businesses need to employ a varie

techniques and teamwork to avoid this

pitfall. These techniques include; cold

calling, direct marketing/direct mail, e

mail publications, interactive advertising

to a landing page, white papers and

special reports. The main concept of cold

calling is to generate a relationship with a

prospective client and then once that

relationship is established sell the product

in question. Cold calling defined is simply

‘initiating any type of contact that scares

you or makes you feel uncomfortable in

order to sell yourself, your service, or your

product’ [Hocutt, J. 2007]. Direct

marketing/direct mail on the other hand

involves marketing ‘directly’ to the

consumer offline, as well as online. In a

nut shell it is marketing that asks for

consumer action. E-mail mar

itself fits under this category of marketing

as it directly targets the consumer. Offline

tactics include promotional or informative

direct mail that leads to either a monetary

or data informative (collection) response.

This collected data could

database and used for list broking. Online

methods include e-mail marketing

techniques promoting or informing the

consumer; as well as landing pages

directed from direct mail or e

marketing. E-mail publications are a form

of e-mail marketing and could include the

Described within [appendix 1.3] is what

lead generation is and industry statistics

of the lead generation industry. Referring

to this appendix and considering the

neglect of sales leads within the industry,

businesses need to employ a variety of

techniques and teamwork to avoid this

pitfall. These techniques include; cold

calling, direct marketing/direct mail, e-

mail publications, interactive advertising

to a landing page, white papers and

special reports. The main concept of cold

to generate a relationship with a

prospective client and then once that

relationship is established sell the product

in question. Cold calling defined is simply

‘initiating any type of contact that scares

you or makes you feel uncomfortable in

ll yourself, your service, or your

product’ [Hocutt, J. 2007]. Direct

marketing/direct mail on the other hand

involves marketing ‘directly’ to the

consumer offline, as well as online. In a

nut shell it is marketing that asks for

mail marketing in

itself fits under this category of marketing

as it directly targets the consumer. Offline

tactics include promotional or informative

direct mail that leads to either a monetary

or data informative (collection) response.

This collected data could be complied in a

database and used for list broking. Online

mail marketing

techniques promoting or informing the

consumer; as well as landing pages

directed from direct mail or e-mail

mail publications are a form

rketing and could include the

77

Page 10: Music Industry Coursework

creation of a newsletter e-mailed to

current and prospective clients to

generate leads. Finally white papers and

special reports can be compiled about

certain industry topics, general topics of

relevance to a company’s operati

profile, or ‘how to’ guides. They can be

both online (through PDF document

downloads) or offline (through direct mail

and or subscriptions) which can generate

traffic and leads to a company website call

centre or contact point.

Considering these techniques, teamwork

between sales and marketing within

organisations is imperative to the success

of lead generation in the field. A case

example of a successful lead generation

program as a result of teamwork is that of

a ‘large utility company working with

major energy users’ [Carroll, B. 2006]. This

case study is shown within [appendix

2.14]. This company had just acquired

another company and were attempting to

merge the different companies sectors.

The company decided to integrate the

sales and marketing sectors. However,

this proved to be unsuccessful and yielded

poor lead generation results. To solve this

pitfall, the company eventually conducted

‘an all-day universal lead definition

workshop with divisional managers and

front-line salespeople for purposes of

creating a universal lead definition’

[Carroll, B. 2006]. The result of this

common definition was ‘effective

teamwork, more cross-selling,

opportunities between different groups,

and greater return on marketing

investment’ [Carroll, B. 2006]. Further

more ‘the sales team has become more

mailed to

current and prospective clients to

generate leads. Finally white papers and

special reports can be compiled about

certain industry topics, general topics of

relevance to a company’s operating

profile, or ‘how to’ guides. They can be

both online (through PDF document

downloads) or offline (through direct mail

and or subscriptions) which can generate

traffic and leads to a company website call

Considering these techniques, teamwork

between sales and marketing within

organisations is imperative to the success

of lead generation in the field. A case

example of a successful lead generation

program as a result of teamwork is that of

company working with

major energy users’ [Carroll, B. 2006]. This

case study is shown within [appendix

2.14]. This company had just acquired

another company and were attempting to

merge the different companies sectors.

The company decided to integrate the

sales and marketing sectors. However,

this proved to be unsuccessful and yielded

poor lead generation results. To solve this

pitfall, the company eventually conducted

day universal lead definition

workshop with divisional managers and

alespeople for purposes of

creating a universal lead definition’

[Carroll, B. 2006]. The result of this

common definition was ‘effective

selling,

opportunities between different groups,

and greater return on marketing

oll, B. 2006]. Further

more ‘the sales team has become more

productive, sales cycles are noticeably

shortened, and new insights into

customer’s needs are gained daily’ [Carroll,

B. 2006].

SEO/PPC/SEM

Described within [appendix 1.4] is what

SEO/SEM is and industry statistics of the

SEO/SEM industry. The techniques that

could be used within SEO are proper

META tag formatting and inclusion,

proper use of ALT tags, search engine

registration and submission, search

engine services, privacy policies, about

and feedback pages to improve search

engine visibility and copyright pages.

Considering this, to get the most out of

search optimisation websites have to be

‘designed correctly, choose the right key

words that are going to bring the most

hits, use the right title tags, ensure

appropriate contact writing, properly

formatted META tags and choose the right

search engine to submit the website to’

[Brown, B. 2007]. Exploring deeper into

the techniques used, META tags are

simply keywords associated to a website,

designed to promote the websites within

search engines, inform search engines

about the websites contents type or

broadcast the geographical location of the

website. Title bars are simply the title of

the website or page within the website.

Correctly formatting this area aids

towards search engine optimisation and

higher rankings. Finally ALT tags

(attributes) are designed to be an

alternative for an image or video if its

primary method of viewing cannot be

productive, sales cycles are noticeably

shortened, and new insights into

customer’s needs are gained daily’ [Carroll,

Described within [appendix 1.4] is what

ndustry statistics of the

SEO/SEM industry. The techniques that

could be used within SEO are proper

META tag formatting and inclusion,

proper use of ALT tags, search engine

registration and submission, search

engine services, privacy policies, about

edback pages to improve search

engine visibility and copyright pages.

Considering this, to get the most out of

search optimisation websites have to be

‘designed correctly, choose the right key

words that are going to bring the most

e tags, ensure

appropriate contact writing, properly

formatted META tags and choose the right

search engine to submit the website to’

[Brown, B. 2007]. Exploring deeper into

the techniques used, META tags are

simply keywords associated to a website,

ed to promote the websites within

search engines, inform search engines

about the websites contents type or

broadcast the geographical location of the

website. Title bars are simply the title of

the website or page within the website.

this area aids

towards search engine optimisation and

higher rankings. Finally ALT tags

(attributes) are designed to be an

alternative for an image or video if its

primary method of viewing cannot be

88

Page 11: Music Industry Coursework

rendered within the web browser. Further

more within a graphical browser (deigned

for visually impaired individuals) the ALT

tag replaces the primary method of

viewing as default.

SEM on the other hand, encompasses pay

per-click and contextual advertising as

well as SEO within its framework. Pay

click is the same concept of optimising a

website to be placed higher up search

engine rankings. However, this is paid for

rather then earned and operates through

openly auctioning keywords. The higher

price a website owner is willing to pay for

keywords dictates how high up search

rankings paid results the website is. These

paid results are called sponsored links in

Google’s case or sponsored results in

Yahoo’s case. An example of Google’s

sponsored links is shown in [appendix

2.16]. Therefore, website owners

higher bids are normally placed higher up

search engine results when that keyword

is searched. Contextual advertising is

advertising placed within websites where

the websites content and keywords are

relevant to the advert. This advert can

redirect users to similar websites and

destinations which have the same topic

area, category, or relevance. The bonus

for operating contextual advertising is the

website hosting the advert receives

payment every time a prospective client

clicks through the advert. The

disadvantages however are that these

adverts lead clients away from the original

website thus potentially losing a sale. This

pitfall is not present within search engines

as there main purpose is to guide clients

away to other sites. In Goggles case

rendered within the web browser. Further

raphical browser (deigned

for visually impaired individuals) the ALT

tag replaces the primary method of

SEM on the other hand, encompasses pay-

click and contextual advertising as

well as SEO within its framework. Pay-per-

ck is the same concept of optimising a

website to be placed higher up search

engine rankings. However, this is paid for

rather then earned and operates through

openly auctioning keywords. The higher

price a website owner is willing to pay for

ates how high up search

rankings paid results the website is. These

paid results are called sponsored links in

Google’s case or sponsored results in

Yahoo’s case. An example of Google’s

sponsored links is shown in [appendix

2.16]. Therefore, website owners offering

higher bids are normally placed higher up

search engine results when that keyword

is searched. Contextual advertising is

advertising placed within websites where

the websites content and keywords are

relevant to the advert. This advert can

ct users to similar websites and

destinations which have the same topic

area, category, or relevance. The bonus

for operating contextual advertising is the

website hosting the advert receives

payment every time a prospective client

t. The

disadvantages however are that these

adverts lead clients away from the original

website thus potentially losing a sale. This

pitfall is not present within search engines

as there main purpose is to guide clients

away to other sites. In Goggles case

contextual advertising exists as sponsored

links.

A case example of search engine

marketing is that of a real estate

developer. The full case study is shown

within [appendix 2.17]. Through success

‘the company struggled to manage the

growing number of keywords within an

individual, fixed monthly budget for each

apartment community’ [Rapp, S. 2010]

within its website. To combat this

problem the company ‘reorganised all

keywords into smaller campaigns

organised by geography and customer

stage of the buying cycle [Appendix

[Rapp, S. 2010]. The results were fantastic

as within the ‘first 16 months of the

enhanced campaign, the company more

than doubled its number of online leads

per month and reduced its CPA by more

than 200 percent’ [Rapp, S. 2010].

contextual advertising exists as sponsored

A case example of search engine

marketing is that of a real estate

developer. The full case study is shown

within [appendix 2.17]. Through success

‘the company struggled to manage the

ywords within an

individual, fixed monthly budget for each

apartment community’ [Rapp, S. 2010]

within its website. To combat this

problem the company ‘reorganised all

keywords into smaller campaigns

organised by geography and customer

cycle [Appendix 1.9]

[Rapp, S. 2010]. The results were fantastic

as within the ‘first 16 months of the

enhanced campaign, the company more

than doubled its number of online leads

per month and reduced its CPA by more

than 200 percent’ [Rapp, S. 2010].

99

Page 12: Music Industry Coursework

The music industry sells recordings,

compositions, merchandise, etc, of music

artists. There are many people present in

the music industry; some may say that it is

one of the most competitive markets in

the world. In order to be the best in their

field, each department in the music

industry needs to keep up with

technology, in order to keep people

wanting to buy their music and giving

them a way in which they know to do it.

The music industry is replacing their old

ways, with new, up to date ways

reaching out to their consumers.

Technology has lately developed so that

the internet is the most popular place to

buy and sell products of the music

industry. In order to make sure they sell

the music and the artist to the pubic,

digital marketing techniques need to be

used so that they can sell as much as they

possibly can. Established artists and

emerging artists both use techniques,

however, in different ways. They do this

as they have different needs and budgets.

There are many techniques which

for each part of the music industry.

The music industry sells recordings,

compositions, merchandise, etc, of music

artists. There are many people present in

some may say that it is

one of the most competitive markets in

the world. In order to be the best in their

field, each department in the music

industry needs to keep up with

technology, in order to keep people

wanting to buy their music and giving

them a way in which they know to do it.

replacing their old

ways, with new, up to date ways of

ching out to their consumers.

Technology has lately developed so that

the internet is the most popular place to

buy and sell products of the music

industry. In order to make sure they sell

the music and the artist to the pubic,

techniques need to be

used so that they can sell as much as they

possibly can. Established artists and

emerging artists both use techniques,

however, in different ways. They do this

as they have different needs and budgets.

There are many techniques which cater

for each part of the music industry.

1100

Page 13: Music Industry Coursework

Emerging artists are possibly the

most in need for digital marketing. Digital

marketing is used for gathering new,

potential fans to their website so they can

spread the word about what they are

about and their music. As there are so

many different ways to get peo

site, each artist needs to pick their

techniques so it can work the best it can

for them.

The artist’s website is the biggest

seller when it comes to getting

noticed online. It is the way fans get to

see what they are about and list

music. A good website keeps people

coming back to the site and makes people

want to talk about it. A website that is

user friendly, accessible and has good

aesthetics. The site ‘personality’ and the

views of the artist can be shown well

through the use of a good webpage. The

up keep of the website also needs to be

recent as this shows that the artist cares

about their fans and communicating to

them. A website is also one of the key

ways in which an artist can market

themselves.

One of the most common tools for

digital marketing up and coming artists

use is social networking. These sites, such

as Facebook and MySpace, are the best

way to tell fans what they are currently up

to and what is happening with their music.

Some bands use MySpace as th

actual website, this is because the site

artists are possibly the

most in need for digital marketing. Digital

marketing is used for gathering new,

potential fans to their website so they can

spread the word about what they are

about and their music. As there are so

many different ways to get people to their

site, each artist needs to pick their

techniques so it can work the best it can

website is the biggest

seller when it comes to getting them

noticed online. It is the way fans get to

see what they are about and listen to their

music. A good website keeps people

coming back to the site and makes people

want to talk about it. A website that is

user friendly, accessible and has good

aesthetics. The site ‘personality’ and the

views of the artist can be shown well

the use of a good webpage. The

up keep of the website also needs to be

recent as this shows that the artist cares

about their fans and communicating to

them. A website is also one of the key

ways in which an artist can market

common tools for

digital marketing up and coming artists

use is social networking. These sites, such

and MySpace, are the best

way to tell fans what they are currently up

to and what is happening with their music.

Some bands use MySpace as their

actual website, this is because the site

offers artists the opportunity to put so

much information onto the site as well as

music and merchandise. Social networking

sites can also be used to link with other,

more established bands, for

posting a ‘tweet’ on network Twitter on a

bands page so the up and coming artist

can put themselves out there more. Social

networking sites allow artists to

communicate directly with their fans and

their fans to communicate with them. As

there are many more people signing up to

sites like these, social networking, it could

be argued, is one of the best new tools for

bands to use for digital marketing.

E-mail marketing is also a big way

an artist can market themselves towards

their fans. By having e-mail

communication people can have a

newsletter, or information piece where

they tell their fans what they have been

up to and what is new. By using this, an

artist can guide people towards their site,

showcasing their music and gallery. E

marketing is also a way to communicate

towards other people who haven’t visited

their site yet. They can do this by buying

e-mail addresses from other sites, these

artists then become the ‘third party’

people at the bottom of a form. This

allows them to showcase th

even more people and get themselves

noticed.

offers artists the opportunity to put so

much information onto the site as well as

music and merchandise. Social networking

sites can also be used to link with other,

more established bands, for example,

posting a ‘tweet’ on network Twitter on a

bands page so the up and coming artist

can put themselves out there more. Social

networking sites allow artists to

communicate directly with their fans and

their fans to communicate with them. As

many more people signing up to

sites like these, social networking, it could

be argued, is one of the best new tools for

bands to use for digital marketing.

mail marketing is also a big way

an artist can market themselves towards

mail

communication people can have a

newsletter, or information piece where

they tell their fans what they have been

up to and what is new. By using this, an

artist can guide people towards their site,

showcasing their music and gallery. E-mail

is also a way to communicate

towards other people who haven’t visited

their site yet. They can do this by buying

mail addresses from other sites, these

artists then become the ‘third party’

people at the bottom of a form. This

allows them to showcase themselves to

even more people and get themselves

1111

Page 14: Music Industry Coursework

As some digital marketing tools

cost money, up and coming artists may

not be able to afford the same tools as

other sections of the music industry. Tools

such as adwords, search engine

optimisation and pay per click all cost

money, and is usually more than an up

and coming artist can afford. This puts

new artists at a disadvantage because

they cannot gain the same publicity as

other artists.

On the other hand, there are some

techniques which can be used by new

artists which do not cost money, however;

they are not a guaranteed way to gain

marketing and new fans. Posting links

onto forums, answering questions and

comments on websites and leaving a

signature link, and submitting links are all

ways to get noticed for free online. These

links act as a portal to the artists webpage

and these can be very useful when they

are trying to get noticed in the public eye.

A signature image or link is also like a logo

for a company, when people see it they

will think of that band. This is very good

marketing as if a person thinks of the

artist they are likely to talk about the

artist to other people, getting other

people to notice the artists as well.

As online techniques are not

always noticed, it could be a good idea for

artists to do some offline traffic building

as well. Up and coming bands can also use

their merchandise at gigs they perform at

to gain more fans to their site. Leaflets, t

shirts, key rings can all have the website

printed onto them so people can find out

more about the artist on the site. This tool

As some digital marketing tools

cost money, up and coming artists may

not be able to afford the same tools as

other sections of the music industry. Tools

such as adwords, search engine

on and pay per click all cost

money, and is usually more than an up

and coming artist can afford. This puts

new artists at a disadvantage because

they cannot gain the same publicity as

On the other hand, there are some

be used by new

which do not cost money, however;

they are not a guaranteed way to gain

marketing and new fans. Posting links

onto forums, answering questions and

comments on websites and leaving a

signature link, and submitting links are all

to get noticed for free online. These

links act as a portal to the artists webpage

and these can be very useful when they

are trying to get noticed in the public eye.

A signature image or link is also like a logo

for a company, when people see it they

think of that band. This is very good

marketing as if a person thinks of the

artist they are likely to talk about the

artist to other people, getting other

people to notice the artists as well.

As online techniques are not

good idea for

artists to do some offline traffic building

as well. Up and coming bands can also use

their merchandise at gigs they perform at

to gain more fans to their site. Leaflets, t-

shirts, key rings can all have the website

le can find out

more about the artist on the site. This tool

is a great way to get fans to be directed to

the site as they are more then likely to

have seen the band perform and, as a

result, the attendees can use the site to

get their friends looking into the band.

Using flyers, stickers and other

and distributing them around local areas

when the artist is performing

good way to get noticed. This may make

people want to see what the artist is

about and, by putting the website on the

marketing, people are more li

the site so they know what they might be

listening to.

An artist needs to incorporate all

or most of these techniques in order to

get noticed and to gain more interest into

themselves and their music. They are used

to brand themselves and ca

themselves in the way they want to be

shown.

is a great way to get fans to be directed to

the site as they are more then likely to

have seen the band perform and, as a

result, the attendees can use the site to

king into the band.

and other marketing

them around local areas

when the artist is performing, is also a

good way to get noticed. This may make

people want to see what the artist is

about and, by putting the website on the

, people are more likely to go to

the site so they know what they might be

An artist needs to incorporate all

or most of these techniques in order to

get noticed and to gain more interest into

themselves and their music. They are used

to brand themselves and can show

themselves in the way they want to be

1122

Page 15: Music Industry Coursework

Established artists have the benefit

of already having a fan base and public

awareness through their successful music

and exposure through media channel’s

such as TV, newspapers and radio.

However, to further increase popularity

and their fan base they can expose

themselves through digital media. By

utilising social networks and creating a

website, artists have a direct

communication link between themselves

and fans. This also enables them t

market themselves, show their fans their

brand image and sell merchandise, gig

tickets and any other products they make

have created.

According to http://twitaholic.com/

Gaga is the most followed person on

Twitter with 8,858,769 followers. Whilst

on Facebook she has 30,498,758 people

who like her page.

Established artists have the benefit

of already having a fan base and public

awareness through their successful music

and exposure through media channel’s

such as TV, newspapers and radio.

However, to further increase popularity

and their fan base they can expose

themselves through digital media. By

utilising social networks and creating a

communication link between themselves

and fans. This also enables them to

market themselves, show their fans their

brand image and sell merchandise, gig

tickets and any other products they make

http://twitaholic.com/ Lady

Gaga is the most followed person on

ter with 8,858,769 followers. Whilst

on Facebook she has 30,498,758 people

Admittedly, this is the high end of

popularity within social media but

the fan base online isn’t as high as Lady

Gaga’s, artists have to offer their fans

something in return. They do this by

showing exclusives of new videos and

songs, announcing new tour dates and

very importantly, offering fans the option

to sign up to the website to be able to

view exclusive content.

By incorporating a

on their website, it allows their fans data

to be captured and therefore allowing

them to be specifically targeted for special

campaigns and promotions. This would be

done through Opt-in e-mails. Once the

sign up has occured, certain pieces

personal data can be collected and from

that the artist can determine what they

can offer to that specific fan. By making it

more personal, the fans are more likely to

be loyal to them.

Admittedly, this is the high end of

popularity within social media but even if

the fan base online isn’t as high as Lady

offer their fans

something in return. They do this by

showing exclusives of new videos and

songs, announcing new tour dates and

very importantly, offering fans the option

to sign up to the website to be able to

view exclusive content.

By incorporating a sign up feature

on their website, it allows their fans data

to be captured and therefore allowing

them to be specifically targeted for special

campaigns and promotions. This would be

mails. Once the

sign up has occured, certain pieces of

personal data can be collected and from

that the artist can determine what they

can offer to that specific fan. By making it

more personal, the fans are more likely to

1133

Page 16: Music Industry Coursework

When looking at artist’s personal

websites one of the main focus is whether

the fans are likely to keep their attention

so the whole website can be looked at.

Gaga’s website keeps colours to a minimal.

With a black background and white

writing the fan’s vision is relaxed which

allows focus on detail.

As shown above, to back up the

point made, with the colours used fans

can focus on details given, which for Lady

Gaga’s website is useful because it

contains lots of writing and the website

has many different sections to it.

Another example of an artist’s

website use is Katy Perry. Totally different

to Lady Gaga’s website, Katy Perry uses

more colour to make key parts of her

website stand out. This makes the

audience focus more to find what they are

looking for. But, this may be the image

that Katy Perry wants to show her fans.

When looking at artist’s personal

focus is whether

the fans are likely to keep their attention

so the whole website can be looked at.

Gaga’s website keeps colours to a minimal.

With a black background and white

writing the fan’s vision is relaxed which

above, to back up the

point made, with the colours used fans

can focus on details given, which for Lady

Gaga’s website is useful because it

contains lots of writing and the website

has many different sections to it.

Another example of an artist’s

use is Katy Perry. Totally different

to Lady Gaga’s website, Katy Perry uses

more colour to make key parts of her

website stand out. This makes the

audience focus more to find what they are

looking for. But, this may be the image

how her fans.

1144

Page 17: Music Industry Coursework

Primary Face to Face Interview: Mute

Records

This interview involved Tom Brooker, who

works within synchronization at Mute

Records. Mute Records was founded in

1978 and is owned by Daniel Miller. The

company has worked with experimental

music such as Erasure and Fad Gadget.

They currently work with bands such as

Goldfrapp and Liars. Mute are established

within the UK, America and some of

Europe and have their UK Headquarters in

Hammersmith in Soho. The interview

quotes are drawn from analysis of an

audio recording of the interview itself. The

strengths and weaknesses of face to face

interviews are shown within [appendix

3.0].

Questions asked:

1. What techniques does your record

company employ to bring traf

its website?

2. What are the most profitable

techniques used?

3. What techniques does your

company use to promote new

talent?

4. What are the techniques used to

enhance established artists?

5. How important is social media to

your companies operating profile?

6. How much is SEO/SEM used when

promoting company projects?

7. Does your company pay for search

engine marketing (paid placement)

and which (established or new)

Primary Face to Face Interview: Mute

This interview involved Tom Brooker, who

works within synchronization at Mute

Records. Mute Records was founded in

1978 and is owned by Daniel Miller. The

company has worked with experimental

music such as Erasure and Fad Gadget.

They currently work with bands such as

Goldfrapp and Liars. Mute are established

within the UK, America and some of

Europe and have their UK Headquarters in

interview

quotes are drawn from analysis of an

audio recording of the interview itself. The

strengths and weaknesses of face to face

interviews are shown within [appendix

What techniques does your record

company employ to bring traffic to

What are the most profitable

What techniques does your

company use to promote new

What are the techniques used to

enhance established artists?

How important is social media to

your companies operating profile?

How much is SEO/SEM used when

promoting company projects?

Does your company pay for search

engine marketing (paid placement)

and which (established or new)

artists’ websites receive funds for

paid placement?

8. Does your company use pay

click advertising, cost

contextual advertising?

9. Areas of Lead Generation that your

company uses and what partners

does the company operate with?

10. What future techniques are likely

to be implemented by your

company and the industry?

What techniques does your record

company employ to bring traffic to its

website?

Social Media

SEO/SEM

E-mail Marketing

Lead Generation

What are the most profitable techniques

used?

‘E-mail marketing is the most effective

tool; we use the company database to

reach prospective and current fans and

clients’. ‘It is utilized within newsletters

outlining company developments and

industry evolution’. ‘It yields high profit

margins due to the fact that producing the

e-mail marketing and newsletters costs

next to nothing and the

marketing in itself is so vast’ (dependent

on database size and extent of list

broking). ‘It also allows the company to

redirect our fan base to potentially

profitable income streams such as

artists’ websites receive funds for

paid placement?

Does your company use pay-per-

advertising, cost-per-click and

contextual advertising?

Areas of Lead Generation that your

company uses and what partners

does the company operate with?

What future techniques are likely

to be implemented by your

company and the industry?

does your record

company employ to bring traffic to its

What are the most profitable techniques

mail marketing is the most effective

tool; we use the company database to

tive and current fans and

clients’. ‘It is utilized within newsletters

outlining company developments and

industry evolution’. ‘It yields high profit

margins due to the fact that producing the

mail marketing and newsletters costs

next to nothing and the reach of the

marketing in itself is so vast’ (dependent

on database size and extent of list

broking). ‘It also allows the company to

redirect our fan base to potentially

profitable income streams such as

1155

Page 18: Music Industry Coursework

merchandise websites, ticketing

companies’, company partners and

retailers.’

What techniques does your company use

to promote new talent?

‘Social media marketing is imperative in

gaining database streams in order to

market and develop artists inside the

music industry, allowing the maximum

potential artist fan base to be secured’.

Further more ‘e-mail marketing is a key

tool in instigating the augmentation of

fans in similar genre sections, providing a

pre mobilized audience to be subjected to

a new talent that may appeal to their

taste.’

What are the techniques used to

enhance established artists?

‘Our company expenditure is more likely

to be focused on established artists as

they provide a sense of security to the

company’s recoupment. When trying to

enhance established artists, they are more

likely to feature on social networking

home sites and be contained within

interactive advertisements, in order to

further enhance their market reach.’

How important is social media to your

companies operating profile?

‘Social media marketing is massively used

within mute, for building sites for people

on Facebook, MySpace and twitter to

keep up interaction between fans and

artists. It provides relevant information on

upcoming shows, merchandise, contests,

album and single releases; enabling the

merchandise websites, ticketing

partners and

What techniques does your company use

‘Social media marketing is imperative in

gaining database streams in order to

market and develop artists inside the

music industry, allowing the maximum

fan base to be secured’.

mail marketing is a key

tool in instigating the augmentation of

fans in similar genre sections, providing a

pre mobilized audience to be subjected to

hat may appeal to their

iques used to

‘Our company expenditure is more likely

to be focused on established artists as

they provide a sense of security to the

company’s recoupment. When trying to

enhance established artists, they are more

ture on social networking

home sites and be contained within

interactive advertisements, in order to

er enhance their market reach.’

How important is social media to your

companies operating profile?

‘Social media marketing is massively used

within mute, for building sites for people

on Facebook, MySpace and twitter to

keep up interaction between fans and

artists. It provides relevant information on

upcoming shows, merchandise, contests,

le releases; enabling the

company to utilize potential income

streams through these social networking

hubs.’ Further more these social

networking sites ‘provide a level of

intimacy between fans and artists,

removing any sense of pressure from over

bearing companies’ to purchase their

products.’

How much is SEO/SEM used when

promoting company projects?

‘SEO/SEM is used to bring in the maximum

amount of traffic to the artist websites

without being directed to user generated

content and competitors. We also us

SEM to build up the company database so

future projects can be marketed more

effectively and targeted towards the right

fan base.’ This technique is also ‘used to

get ahead of rival competition, as higher

search engine rankings reflect higher

profit margins.’

Does your company pay for search

engine marketing (paid placement) and

which (established or new) artists’

websites receive funds for paid

placement?

‘Generally the company can optimize its

search engine result without having to pay

for keyword placement within popular

search engines. But it is not unusual for a

small percentage of artists to be provided

budget allocation for this use. More

established artists are likely to receive a

proportion of this budget allocation

alongside specifically chosen n

breakthrough artists, which the company

feels are likely to achieve success through

this appropriated marketing technique.’

company to utilize potential income

streams through these social networking

hubs.’ Further more these social

networking sites ‘provide a level of

intimacy between fans and artists,

removing any sense of pressure from over

s’ to purchase their

How much is SEO/SEM used when

promoting company projects?

‘SEO/SEM is used to bring in the maximum

amount of traffic to the artist websites

without being directed to user generated

content and competitors. We also use

SEM to build up the company database so

future projects can be marketed more

effectively and targeted towards the right

fan base.’ This technique is also ‘used to

get ahead of rival competition, as higher

reflect higher

Does your company pay for search

engine marketing (paid placement) and

which (established or new) artists’

websites receive funds for paid

‘Generally the company can optimize its

search engine result without having to pay

ment within popular

search engines. But it is not unusual for a

small percentage of artists to be provided

budget allocation for this use. More

established artists are likely to receive a

proportion of this budget allocation

alongside specifically chosen new

breakthrough artists, which the company

feels are likely to achieve success through

ropriated marketing technique.’

1166

Page 19: Music Industry Coursework

Does your company use pay-

advertising, cost-per-click and contextual

advertising?

‘Pay-per-click/cost-per-click isn’t

utilized within the company’s advertising

conventions. However contextual

advertising is a highly influential

technique in promoting and establishing

artists. It is very common to find

reciprocal links between similar artists,

partnering companies, social networking

sites and interactive content sites’ (such

as we are hunted and hype machine).

Areas of Lead Generation that your

company uses and what partners does

the company operate with?

‘Lead generation is utilized through

reciprocal links from company partners.

These partners place interactive

advertisements embedded within their

WebPages; on the basis that both

partners place advertisements reflectin

each others website content.’

What future techniques are likely to be

implemented by your company and the

industry?

‘New industry streaming software such as

Spotify or web browser based sites such

as YouTube utilizes a pay-per-

which generates an income for the

company every time a user plays the

companies music. In terms of

techniques there has been talk of

broadband providers offering unlimited

downloads of music through a central

network at a subscription fee. These

providers would then pay the music

-per-click

click and contextual

click isn’t generally

utilized within the company’s advertising

conventions. However contextual

advertising is a highly influential

technique in promoting and establishing

artists. It is very common to find

reciprocal links between similar artists,

es, social networking

sites and interactive content sites’ (such

are hunted and hype machine).

Areas of Lead Generation that your

company uses and what partners does

‘Lead generation is utilized through

m company partners.

These partners place interactive

advertisements embedded within their

WebPages; on the basis that both

partners place advertisements reflecting

each others website content.’

What future techniques are likely to be

mpany and the

‘New industry streaming software such as

Spotify or web browser based sites such

-play service,

which generates an income for the

company every time a user plays the

companies music. In terms of future

techniques there has been talk of

broadband providers offering unlimited

downloads of music through a central

network at a subscription fee. These

providers would then pay the music

industry in the same way as streaming

services.’

Interview Analysis

Analyzing this first person interview it i

evident that the online marketing

techniques that Mute Records use are

social media SEO/SEM, e

and lead generation. Considering the most

profitable techniques for Mute it is that of

social media marketing and e

marketing. These areas

recognized within the industry as a whole

as the most profitable and successful

areas of online to market within. Further

more, when marketing for new and

established artists the company’s

preference of marketing is that of social

media. The main reasons are its consumer

reach, cost effectiveness and popularity.

In terms of SEO/SEM it’s used by Mute to

build the company database to target

market more effectively, generate the

most site traffic possible and stay ahead

of the competition. In terms of paid

placement and pay-per-

Records typically don’t need to pay for

placement in search engine rankings. This

is typical within the industry as a whole as

competition for artists websites only

exists with fan based websites. However,

contextual advertisements and lead

generation is very commonly used within

artist websites and record companies

marketing campaigns. It is conducted

through reciprocal links between similar

artists, partnering companies, social

networking sites and interactive

sites.

industry in the same way as streaming

Analyzing this first person interview it is

evident that the online marketing

techniques that Mute Records use are

social media SEO/SEM, e-mail Marketing

and lead generation. Considering the most

profitable techniques for Mute it is that of

social media marketing and e-mail

marketing. These areas are universally

recognized within the industry as a whole

as the most profitable and successful

areas of online to market within. Further

more, when marketing for new and

established artists the company’s

preference of marketing is that of social

e main reasons are its consumer

reach, cost effectiveness and popularity.

In terms of SEO/SEM it’s used by Mute to

build the company database to target

market more effectively, generate the

most site traffic possible and stay ahead

erms of paid

-click Mute

Records typically don’t need to pay for

placement in search engine rankings. This

is typical within the industry as a whole as

competition for artists websites only

exists with fan based websites. However,

extual advertisements and lead

generation is very commonly used within

artist websites and record companies

marketing campaigns. It is conducted

through reciprocal links between similar

artists, partnering companies, social

networking sites and interactive content

1177

Page 20: Music Industry Coursework

Both emerging and established artists use

digital marketing techniques to promote

themselves and their music. Some

techniques are successful for both of the

types of artists, such as social networking.

There are many ways in which digital

marketing techniques can be successful,

however, if not done correctly, techniques

may not have the desired effect on what

they are trying to promote.

It is evident that social networking sites

are one of the most effective ways in

which an artist can promote themselves.

Music Week (2011) describe the use of

social networking as ‘Analysis of fans’

social interaction with a product or band

is vital in building a picture of how much

value marketers can attach to their fans

and then how that relationship can be

nurtured’. Social networking allows artists

to communicate with their fans and show

what they are working on. Greg Rollett, a

music marketer who has worked with

different bands, trying to change the way

music marketing is delivered. He states

(2011) that the main way to ge

fans is to ‘take advantage of social

networking sites, start a website and blog,

sign up to email marketing, and make the

artist a brand and promote and use the

brand at all times’. This is especially useful

for emerging artists as established a

already are a sort of brand and up and

coming artists need to evolve into a brand.

By doing the ideas Greg Rollett has, artists

can have a successful social networking

emerging and established artists use

digital marketing techniques to promote

themselves and their music. Some

techniques are successful for both of the

types of artists, such as social networking.

There are many ways in which digital

an be successful,

however, if not done correctly, techniques

may not have the desired effect on what

It is evident that social networking sites

are one of the most effective ways in

which an artist can promote themselves.

Week (2011) describe the use of

Analysis of fans’

social interaction with a product or band

is vital in building a picture of how much

value marketers can attach to their fans –

and then how that relationship can be

networking allows artists

to communicate with their fans and show

what they are working on. Greg Rollett, a

music marketer who has worked with

different bands, trying to change the way

music marketing is delivered. He states

(2011) that the main way to get loved by

fans is to ‘take advantage of social

networking sites, start a website and blog,

sign up to email marketing, and make the

artist a brand and promote and use the

brand at all times’. This is especially useful

for emerging artists as established artists

already are a sort of brand and up and

coming artists need to evolve into a brand.

By doing the ideas Greg Rollett has, artists

can have a successful social networking

experience with their fans.

feature within the site allows

keep in touch with their fans. This is the

feature in a site where the consumers

leave their details, allowing them to be

kept on a database, to e

updates on the artist they have chosen. A

sign up feature is a good feature fo

emerging and established artists as it is a

way to see who is coming onto their site,

allowing them to get to know a bit more

about the sort of people that are going

onto the site and use this information to

attract new fans who may be interested in

their music. For emerging artists, this

would allow them to see what sorts of

people are attracted to visiting their site

and therefore can target similar people in

the future. Established artists have proved

this technique to work and this allows up

and coming artists to follow them when

setting up a website.

New Media Age (2011) states that:

‘The emergence of a relatively stable

supply of music-related online platforms,

including ad-funded streaming services

such as Last.fm, Spotify and We7, video

sites like Muzu and sometime social music

giant MySpace.’

experience with their fans. A sign up

feature within the site allows the artist to

keep in touch with their fans. This is the

feature in a site where the consumers

leave their details, allowing them to be

kept on a database, to e-mail, text, etc,

updates on the artist they have chosen. A

sign up feature is a good feature for both

emerging and established artists as it is a

way to see who is coming onto their site,

allowing them to get to know a bit more

about the sort of people that are going

onto the site and use this information to

attract new fans who may be interested in

their music. For emerging artists, this

would allow them to see what sorts of

people are attracted to visiting their site

and therefore can target similar people in

the future. Established artists have proved

this technique to work and this allows up

coming artists to follow them when

New Media Age (2011) states that:

The emergence of a relatively stable

related online platforms,

funded streaming services

such as Last.fm, Spotify and We7, video

like Muzu and sometime social music

1188

Page 21: Music Industry Coursework

This was from an article about making money

in the music industry. This means that these

are some of the best ways to get the public

listening to music, as well as making revenue

at the same time. For emerging artists, it

would be harder to get music onto sites like

Spotify and Last.fm as these are well

established sites, however, they do have

some music from emerging artists, which

means that there is a way to get music onto

these platforms. MySpace was mentioned

again, this has grown and developed as it has

faced competition from other social media

sites, such as Facebook. Therefore MySpace

has re-developed itself to become a more

musically aimed media platform. Sites like this

are free and allow artists to showcase

themselves fully without any restrictions.

This was from an article about making money

in the music industry. This means that these

are some of the best ways to get the public

listening to music, as well as making revenue

e time. For emerging artists, it

would be harder to get music onto sites like

Spotify and Last.fm as these are well

established sites, however, they do have

some music from emerging artists, which

means that there is a way to get music onto

. MySpace was mentioned

again, this has grown and developed as it has

faced competition from other social media

sites, such as Facebook. Therefore MySpace

developed itself to become a more

musically aimed media platform. Sites like this

allow artists to showcase

themselves fully without any restrictions.

1199

Page 22: Music Industry Coursework

As stated at the beginning of the

marketing has always been the key way in

which businesses sell their products and

services to their consumers. In this case,

the focus is on the digital form of

marketing. As technology has changed, so

has the way artist have to sell themselves

and create an income. CD sales are

dropping and online sales of music are

increasing which means artists have to

establish themselves online to continue a

stream of income. This is done by creating

a website where fans can not only

purchase music but also merchandise and

gig tickets. It also allows artists to show of

their personality and their brand through

the design of their website. This gives fans

a more visual perception of their favourite

artists. Also, with the use of the internet,

it allows artists to keep in contact and gain

their fans attention. As discussed, blogs

allow artists to give potential ‘behind the

scenes’ gossip to let fans feel more

involved with the artists. Also, opt

mail can allow a closer relationship

between artist and fans by personalising

the e-mail. Established artists do have the

benefit of already having a large fan base,

which can be easily transferable to their

website, so long as the right techniques

are used to sustain the fan base. With Up

coming artists there is more of a challenge

but if the right techniques are used which

suit the artist the most, development of

an online fan base can be created

successfully. Previously, social media sites

such as MySpace and Facebook where

seen as places for the public to

As stated at the beginning of the report

marketing has always been the key way in

which businesses sell their products and

In this case,

the focus is on the digital form of

marketing. As technology has changed, so

has the way artist have to sell themselves

and create an income. CD sales are

dropping and online sales of music are

increasing which means artists have to

h themselves online to continue a

stream of income. This is done by creating

a website where fans can not only

purchase music but also merchandise and

gig tickets. It also allows artists to show of

their personality and their brand through

eir website. This gives fans

a more visual perception of their favourite

artists. Also, with the use of the internet,

it allows artists to keep in contact and gain

their fans attention. As discussed, blogs

allow artists to give potential ‘behind the

’ gossip to let fans feel more

involved with the artists. Also, opt-in e-

mail can allow a closer relationship

between artist and fans by personalising

mail. Established artists do have the

benefit of already having a large fan base,

ly transferable to their

website, so long as the right techniques

are used to sustain the fan base. With Up-

coming artists there is more of a challenge

but if the right techniques are used which

suit the artist the most, development of

an be created

successfully. Previously, social media sites

such as MySpace and Facebook where

seen as places for the public to

communicate to each other and expand

their social network. But as times have

progressed there has been an option for

people to advertise themselves on there,

especially artists. They create a page on

the sites and can display information

about the band, fans can may comments

to the artists, music can be streamed and

pictures and videos can be seen as well.

Essentially it is a smaller version of their

own website, but within the limits of the

social networking sites. MySpace has

developed the furthest in terms of

showing off new and established artist.

With the increasing interest in artists

displaying their brand online MyS

have decided that they will transfer their

site for just the promotion of artists. This

way they can develop their site based on

the promotion of artists, offering them

benefits of using MySpace rather than

Facebook, such as the personalisation of

their pages.

One thing that poses as an issue for both

up-coming artists and established artists is

the use of Search Engine Optimization

(SEO). Some artists cannot afford to invest

in rating high within the search engines.

Many people don’t go beyond the first

page of the search engine results and

from this the artists may not get the

audience they seek, therefore making it a

poor investment in trying to optimize their

rating within the search engines. Also, if

the artists have a name that already rates

high within the search engine it will be a

challenge to rate close or even higher to

communicate to each other and expand

their social network. But as times have

progressed there has been an option for

ople to advertise themselves on there,

especially artists. They create a page on

the sites and can display information

about the band, fans can may comments

to the artists, music can be streamed and

pictures and videos can be seen as well.

s a smaller version of their

own website, but within the limits of the

social networking sites. MySpace has

developed the furthest in terms of

showing off new and established artist.

With the increasing interest in artists

displaying their brand online MySpace

have decided that they will transfer their

site for just the promotion of artists. This

way they can develop their site based on

the promotion of artists, offering them

benefits of using MySpace rather than

Facebook, such as the personalisation of

One thing that poses as an issue for both

coming artists and established artists is

the use of Search Engine Optimization

(SEO). Some artists cannot afford to invest

in rating high within the search engines.

Many people don’t go beyond the first

the search engine results and

from this the artists may not get the

audience they seek, therefore making it a

poor investment in trying to optimize their

rating within the search engines. Also, if

the artists have a name that already rates

search engine it will be a

challenge to rate close or even higher to

2200

Page 23: Music Industry Coursework

them, which again, would prove to be a

poor choice of technique to gain a fan

base online.

Essentially, up-coming artists can learn

from the established artists and use the

relevant digital marketing techniques to

generate a fan base online. This way

mistakes are less likely to occur. But, what

needs to be remembered is that the artist

must independently develop their brand

image without relying too mu

copying established artists.

Concluding from the results of the

face to face interview, it supports the

methods and techniques of how emerging

and established artists market themselves

within the music industry. Therefore

drawing from the analysis of t

research it provides a strong backbone for

this report to stand on.

them, which again, would prove to be a

poor choice of technique to gain a fan

coming artists can learn

from the established artists and use the

gital marketing techniques to

generate a fan base online. This way

mistakes are less likely to occur. But, what

needs to be remembered is that the artist

must independently develop their brand

image without relying too much on

Concluding from the results of the primary

supports the

of how emerging

artists market themselves

Therefore

analysis of this primary

a strong backbone for

2211

Page 24: Music Industry Coursework

Personal Statements

1. Brooker, T. (2011) Sycronisation at Mute Records, stated in an interview on the 23rd March

2011.

Academic

1. Baggot, C & Sales, A. (2007) Email Marketing By The Numbers, Hoboken: John Wiley & Sons.

2. Bird, D. (2007) Commonsense Direct &

153.

3. Brown, B. (2007) The Ultimate Guide to Search Engine Marketing, Ocala: Atlantic Publishing

Group.

4. Carroll, B. (2006) Lead Generation for the Complex Sale, United States: McGraw

5. Chaffey, D. (2008) eMarketing eXcellence, 3

6. Evans, D. (2008) Social Media Marketing: an Hour a Day, Indianapolis: Wiley Publishing.

7. Fleischner, M. (2009) SEO Made Simple: Strategies for Dominating the World's Largest Search

Engine, United States: Lightning Press.

8. Hocutt, J. (2007) Cold Calling for Cowards

Opportunities, Sales and Money, United States: Chugwater Publishing.

9. Myer, T. (2007) Lead Generation on the Web, London: O’Reilly Med

10. Qualman, E. (2009) Socialnomics: How Social Media Transforms the Way We Live and Do

Business, Hoboken: John Wiley & Sons.

11. Ramos, A & Cota, S. (2009) Search Engine Marketing. United States: McGraw

12. Rapp, S. (2010) Reinventing interactive and D

Internet

1. Abrams, K. (2011) UK Multichannel Marketing: New Paths to Consumer Engagement [online].

URL available from:

http://www.emarketer.com/Reports/All/Emarketer_2000778.aspx?AspxAutoDetectCookieSupp

ort=1 (accessed 1st March 2011).

2. Abrams, K. (2010) UK Online Advertising: Spending and Trends [online]. URL available from:

http://www.emarketer.com/Reports/All/Emarketer_2000687.aspx

3. Abrams, K. (2010) Western Europe Online Ad Spending: Leading the Recovery [online]. URL

available from: http://www.emarketer.com/Reports/All/Emarketer_2000724.aspx

March 2011).

4. Brookes, S & Chesher, O. (2007) B2B marketing: An Undervalued Sector [online]. URL available

from: http://www.warc.com/Content/ContentViewer.aspx?MasterContent

Ref=6c9f4bda-e368-4f8b-

(accessed 3rd

February 2011).

Brooker, T. (2011) Sycronisation at Mute Records, stated in an interview on the 23rd March

Baggot, C & Sales, A. (2007) Email Marketing By The Numbers, Hoboken: John Wiley & Sons.

Bird, D. (2007) Commonsense Direct & Digital Marketing. 5th

ed. London: Kogan Page Limited, p

Brown, B. (2007) The Ultimate Guide to Search Engine Marketing, Ocala: Atlantic Publishing

Carroll, B. (2006) Lead Generation for the Complex Sale, United States: McGraw

(2008) eMarketing eXcellence, 3rd

edition, Oxford: Butterworth

Evans, D. (2008) Social Media Marketing: an Hour a Day, Indianapolis: Wiley Publishing.

Fleischner, M. (2009) SEO Made Simple: Strategies for Dominating the World's Largest Search

ngine, United States: Lightning Press.

Hocutt, J. (2007) Cold Calling for Cowards – How to Turn the Fear of Rejection into

Opportunities, Sales and Money, United States: Chugwater Publishing.

Myer, T. (2007) Lead Generation on the Web, London: O’Reilly Media.

Socialnomics: How Social Media Transforms the Way We Live and Do

Business, Hoboken: John Wiley & Sons.

Ramos, A & Cota, S. (2009) Search Engine Marketing. United States: McGraw

Rapp, S. (2010) Reinventing interactive and Direct Marketing, United States: McGraw

Abrams, K. (2011) UK Multichannel Marketing: New Paths to Consumer Engagement [online].

http://www.emarketer.com/Reports/All/Emarketer_2000778.aspx?AspxAutoDetectCookieSupp

(accessed 1st March 2011).

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