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To order this title, and for more information, click here
By
Tom Hutchison, Prof. of Marketing, Department of Recording Industry at MTSU. He has worked with a wide range of popular artists including Faith Hill,
The Dixie Chicks, Sonic Youth and Beck. Tom has conducted market research projects for Sony, MCA/Universal, DreamWorks and Warner Music
Group.
Description
Interested in promoting, selling and distributing music online, got the website but not sure what to do next? is Web Marketing for the
Music Business designed to help develop the essential internet presence they want and need.
Looking at how the web has developed, providing
instructions on how to set up a web site as well as how to use the Internet to promote the artist and the web site. The book includes
information on maximizing web sites to increase traffic, online grassroots marketing tactics that will advance an artists career and
social networking sites such as MySpace. There is also a dedicated website with online resources for web support to give the information
needed to confidently market music online.
Audience
Marketing professors, music professors, marketing managers, marketing coordinators, marketing directors, artist managers, musicians.
Contents
Web Marketing for the Music Business:
How artists, bands, managers and record labels use the Internet and other digital media
Section
1 – History and background
Chapter 1 - Development of music marketing on the Internet
a) Pre-web music forums and Usenet groups
b) Introduction
of browsers, WWW, and music sites
c) Music file compression and the digital music revolution
Chapter 2 - Market description, impact
on commerce, changing lifestyles, online shoppers
a) Trends in Internet adoption
b) Trends in online commerce
c) The contemporary lifestyle
Chapter 3 - Role of the Internet in the overall music marketing strategy
a) Traditional marketing (radio promotion, publicity, advertising,
etc.)
b) Interrelationship of the web to other aspects of marketing
Section 2 – Setting up your web site
Chapter 4 - Domains and hosts – nuts and bolts
a) Web site basics – how web sites are constructed
b) The domain name
i) Master of your domain
ii) Registering your
name
iii) Forwarding and masking
c) Web Hosting
i) How much space?
ii) Bandwidth and uptime
iii) Choosing a host
Chapter 5 - The role
of web site
a) Web site goals and functions
i) Branding
ii) Promoting and selling products
iii) Developing a sense of community
iv) Creating
repeat visitation
b) Web site design (web design checklist)
i) Basic design rules
ii) WYSIWYG or not?
iii) Frames vs. tables vs. CSS
iv) Graphics
c) Elements/content for an artist web site (web content checklist)
Chapter 6 - HTML – the basics and why you need them
a) HTML for page formatting
b) Cascading Style Sheets
c) CGI scripts/Java Scripts
d) RSS feeds to and from your site
e) Testing across
browsers and platforms
Chapter 7 - Monitoring your web traffic
a) Setting up counters
b) Using counters to determine visitor activity
i) Page loads, viewing time, exit page, etc.
ii) Using traffic data to tweak your site
iii) Measuring the impact of promotional campaigns
c) Compiling FAQs from feedback questions
Chapter 8 - Audio and video on your web site (the sound sample page)
a) How to select appropriate
audio samples
b) Editing and compressing for the web site
Chapter 9 - Ecommerce: Product ordering and fulfillment
a) Security
b) Cash
or check? Payment options
c) The shopping cart, wish list, and other purchase-related items
Chapter 10 - Optimizing your web site to
attract visitors (internal promotion)
a) Meta tags and titles
b) Contests
c) News
d) Blogs
e) Giveaways/freebies (free music, podcasts)
f) Bookmark/tell-a-friend
g) Visitor registration/fan club (gathering email addresses)
h) Fan message boards, fan photos
Section 3 –
Internet promotion
Chapter 11 - Finding your market online (where are they hiding?)
a) Ways to identify your market
b) Searching and
lurking to find your market
Chapter 12 - Successful promotion on the web
a) Search engines, directories – getting listed, about rankings
b) Ezines, magazine web sites, industry web sites
c) Using online retailers for promotion and fan-based promo
d) The email list – how
to set it up and when to use it
e) Internet radio – getting exposure for your music
f) Grassroots:
i) turn your competition into your
partners
ii) reciprocal links,
iii) teaming up, cooperative efforts, promotional tie-ins
g) Advertising
i) Banners
ii) Sponsored links
on search engines
(1) keywords
(2) Google AdSense
(3) Yahoo Search Marketing
iii) Contextual advertising (on special interest sites)
h) Social networking sites: Web 2.0 (FaceBook, MySpace, YouTube)
i) The value of social networking sites for music and pop culture
ii)
Signing up and setting up your band site
iii) Networking and promotion techniques
i) Viral marketing
i) Definition, description
ii) Examples
of effective viral campaigns
iii) Ways to incorporate viral marketing into your communication plan
j) Fan-based web sites
i) The importance
of fan-based sites
ii) How to find and encourage them
iii) Tips on helping fans maintain their fan-based sites (RSS)
Chapter 13 - Internet
speed bumps
a) Worthless, outdated stuff and no-no?s:
i) webrings,
ii) newsgroups,
iii) banner exchange,
iv) free hosting services,
v) visible web counters,
vi) pop-ups
b) Ethics and marketing on the Internet
i) A rundown of top scams: phishing, spyware, adware
ii)
Just say no to spamming
iii) Accurately representing your business
iv) Customer privacy and security
Chapter 14 - The big picture?integration
of offline and online marketing
a) Tying in your web presence with your products
b) Integrating other media and web promotions
Section
4 – Mobile music
Chapter 15 - – Hardware and the roving consumer
a) The development of mobile music devices (MP3 players, iPod, Zunes,
etc.)
b) The evolution of digital wireless handsets (3G adoption and usage)
Chapter 16 - – Digital software formats and sales
a) Digital
rights management and the impact on music sales
b) Sales models:
i) A-la-carte vs. ?albums? vs. subscriptions
ii) Mobile music sales
and side-loading
c) The current market for downloads, ringtones, ringbacks, mastertones, and mobile tracks.
d) Global adoption of music
to mobile (IFPI sales data)
e) Sales projections
Chapter 17 - - Marketing to mobile customers
a) Setting up your site for mobile browsers
b) Mobile marketing services – SMS (Short Messaging Service), mobile coupons, contests, mobile music ID, etc.
c) Marketing through collaborative
filtering
d) The power of peer promotion and the role of ?sharing.?
| Bibliographic details |
Paperback, 304 pages, publication date: JUL-2008
ISBN-13: 978-0-240-81044-7
Imprint: FOCAL PRESS
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| Price and Ordering |
Price:
USD 31.95
GBP 17.99
EUR 20.95
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Last update: 25 Nov 2009
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