Post on 28-Mar-2016
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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
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
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
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.
Web
Advertising
Direct Mail
Mobile
Social Media
33
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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).
Abrams, K. (2010) UK Online Advertising: Spending and Trends [online]. URL available from:
http://www.emarketer.com/Reports/All/Emarketer_2000687.aspx (accessed 1st March 2011).
Abrams, K. (2010) Western Europe Online Ad Spending: Leading the Recovery [online]. URL
http://www.emarketer.com/Reports/All/Emarketer_2000724.aspx
Brookes, S & Chesher, O. (2007) B2B marketing: An Undervalued Sector [online]. URL available
http://www.warc.com/Content/ContentViewer.aspx?MasterContent
-95e0-005c1377f1bb&q=uk+marketing+communications+sectors
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.
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-Hill.
edition, Oxford: Butterworth-Heinemann.
Evans, D. (2008) Social Media Marketing: an Hour a Day, Indianapolis: Wiley Publishing.
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