E-Marketing Country Music Downloads Essay

E-Marketing Country Music Downloads

By

Name HERE

June 20, 2016

Table OF CONTENTS

Page

Executive Summary

GENERAL OVERVIEW

Selling STRATEGY OVERVIEW

CAMPAIGN TARGETS

Target AUDIENCE

THE MIX

Ad

STRATEGIC MARKETING INITIATIVES

TIME LINE

Selling BUDGET

EXPECTED OUTCOMES

Mentions

Bibliography

Appendixs

Executive Summary

Download purchase of music remains a popular medium amongst immature and old consumers. Despite this popularity of e-commerce and media impregnation, many do non swear the profusion of such communicating.A recent survey report’s for record gross revenues that “music downloads will travel up ten fold in Britain by 2010. The Digital Content Report by Pay Pal says this addition will account for about 15 per cent of all music sold in the country” ( ‘Music downloads predicted to travel up 10-fold by 2010’ ) . This histories for all genres found within music amusement including a turning market for crossing over sections and e-books.E-marketing remains an of import avenue of client relationship direction for gaining control of competitory advantage. While theoretical accounts like Porter’s Five Forces and SWOT are of import for analyzing the market environment, selling download music begins and ends with the client and understanding their demands and perceptual experiences. The Country Music lover may change demographically but what remains the mission of the music company is how to utilize such tactics and profusion of communicative messages to the purchasing populace. The music company must show an advanced border with the usage of advanced tools. While this may look originative, hazardous and flexible, it is besides of import to concentrate upon a concrete e-strategy.

Data is immature for such consumer patterns and hard to circulate due to the nature of “freedom” found on the Internet. Unfortunately the universe of e-commerce has besides created a genteelness land for “free” downloads and buccaneering. As a consequence the Music Industry keeps a more traditional criterion toward record gross revenues and popularity. Record companies stick to physical buying and existent wireless station playday in the signifier of “spins” . As consumers look into mediums of easy conveyance for legal MP3 downloads, they will be lawfully geting melodies via on-line purchase. When the market reaches this province, it will let farther market research of concrete informations focused on existent specific genre gross revenues.

GENERAL OVERVIEW

At this clip, e-marketing remains a extremely effectual, cheap agencies of making the music consumer. All elements work toward the end of obtaining involvement about music with the efficiency of the download mechanism key to capture. Whether it is publicity, competition or creative person life, each move relays the same clear, content rich message. In order to place the e-strategy for selling, one must foremost hold a clear program, a survey of the market, the consumer and tools available for success. It is of import to utilize appropriate tactics for the message.

Selling STRATEGY OVERVIEW

The pattern of e-marketing for concern endurance has been a double-edged blade for many originative companies because there are deductions to advanced patterns. While invention like the Internet has made concern operations easier to make on a expansive graduated table, it has besides opened the door to deductions. With information more easy accessible to the consumer, while staying at the top of market portion, an administration must besides be after in front to future picks that may act upon the hereafter of its trade name. A clear selling scheme is compulsory but one must besides understand how scheme must stay flexible. The key to this program is to acknowledge the jobs and deductions involved with making concern in this Information Age, this new kingdom and seek possible solutions.

CAMPAIGN TARGETS

The client relationship direction or CRM theoretical account is proactive and is used to heighten the image of a company’s web site because it is invariably custodies on throughout the procedure and evolutionary phases of selling. The object of the game here is to remain a measure in front before the state of affairs even develops. While many experts have thought that CRM can really increase the hazard of a house since the company may be traveling out of its manner to back up a peculiar tendency in order to concentrate upon a peculiar cleavage. As a selling program reflects the purposes of the administration and how it carries out constructing relationships and concentrate on the client, survey into e-marketing is warranted in order to invent flexible runs. This remains a practical focal point for marketing specializers as the coming of engineering and hence hazardous concern elements go platitude in the overall concern scheme.

Target AUDIENCE

Knowing the outlooks of the market and the specific demands of a given section of the population is what makes marketing a success or failure. Before a company moves frontward with presenting a merchandise into a market, it is highly of import for the company to cognize which audience to aim ( Rajaratnam 2005 ) . By cognizing the audience, the company will cognize how to near the consumer. In the instance of e-marketing the download purchase option to Country Music lovers will intend concentrating upon specific demographics, such as the white, in-between category, working category male but this is non to state that other demographics are non interested. The nature of Country Music has changed, go more mainstream with debut of branded female power groups and Acts of the Apostless. Stephen Henkin relates this tendency in music selling as leting the Acts of the Apostless to be more similar themselves in the populace oculus than what is expected. Henkin writes of the Dixie Chicks, “what a breath of fresh are they are—retro-country—going back to where they were” ( 1999, p. 126 ) .

Still Porter’s Five Forces model gives the research workers a better thought of the forces at work within an industry. Change is inevitable and with the indicant of the pointer flows through to impact such elements as consumer disbursement, rival companies, merchandise handiness and current retail designs in the market.

Part of the issue of analyzing the music download market place is the normally recognized pattern of file transportation of MP3 files for free off the Internet. Where there have been ordinances and countenances against unlawful parties, there is non any proactive statute law globally to supervise such actions. When it comes to downloading music from the Internet, the record companies merely consider purchase of legal formats by popular creative persons and genres. In many respects the Internet has ruined the music industry. Another issue of supervising market informations falls within older, more traditional methods of engineering that have been tested for this industry, such as wireless drama. Many record companies believe this the lone legitimate criterion to make up one’s mind music gross revenues. From at that place, the following large hit can be predicted.

In a Reuters study on the American market, it has been found a niche for focal point on Country Music and specifically download purchase. This demand can be validated by the figure of Country Music wireless Stationss on the air as of last twelvemonth. It suggests a mark market because of important growing, enlargement of Stationss while other genres have non seen this happen. The study finds, “there were 2054 state music Stationss in the United States which is up somewhat from 2049 a twelvemonth earlier” ( ‘Country Music dominates U.S. wireless in 2007’ ) . In comparing, the survey found that other mainstream popular music genres like Contemporary Rock and Pop wireless station enlargement is down but other alternate genres like Talk, Gospel and Spanish linguistic communication Stationss are on the rise.

What does this mean for Country Music downloads? Harmonizing to Alejandro Zenter ( 2003 ) much of what decides an on-line purchase of music depends upon entree to the Internet in the first topographic point.

Sing merely those people who have an Internet connexion at place ( 5,917 ) , 47.1 % bought music during the month prior to interview and 21.0 % on a regular basis downloaded MP3s. Again, the fraction of people who bought music is higher among those who regularly download music ( 55.1 % ) than among those who do non on a regular basis download music ( 45.0 % ) . ( Zenter 2003, p. 10 )

This survey merely history for European consumers, their on-line behaviors and does non distinguish genre pick. Furthermore in a survey of Music Industry gross revenues by Stan J. Liebowitz ( 2008 ) found increased Internet incursion has lead to decreased record and compact phonograph record gross revenues. Internet download gross revenues cut down, “record gross revenues to 1.21 units per individual per twelvemonth, which is rather big relation to the 2000 gross revenues degree of 2.86 albums” ( Liebowitz 2008, p. 10 ) . This testifies to the fact that in order to last, the Music Industry must alter its ways and embracing modern times with respect to gross revenues and gaining control of demographics. They must concentrate on download music as the chief media mercantile establishment.

THE MIX

For old ages mass selling has been the popular method of “selling to the huge, anon. crowd” ( Biano, Lowry, Berner & A ; Arndt 2004 ) . Now, companies are alternatively taking a micro selling attack by looking at specific sections. They want to aim the alone demands of a consumer. However, companies have been able to switch over to a micro selling attack because of merchandise variegation. Because holding more than one type of merchandise is imperative today for endurance, companies have spent monolithic sums of money on new merchandises in order to cover a per centum of the population’s demands ( Biano, Lowry, Berner & A ; Arndt 2004 ) .

Harmonizing to Michael Ray and Rajeev Batra ( 1982 ) discuss that effectual advertisement must arouse an emotional response and hit the psychological receptor in the encephalon with this quotation mark:

One could reason that since affectional advertisement executings are more likely to utilize ocular imagination than less affectional executings, such affectional executings will arouse a greater processing because of the usage of the ocular sensory shops and image processing channels in add-on to the verbal channels. ( p. 1 )

Ray and Batra’s work besides focuses upon the importance of the how the advertisement is presented to the consumer because this sets the phase to go on the comfort degree built from acknowledgment. In other words, “message credence may be higher because people in positive affect provinces tend to cut down the complexness of the judgement undertaking and engage in speedy, simplified, non-compensatory processing, desiring to avoid cognitive strain” ( 1982, p. 2 ) . This leads to the advert being remembered and thought about more frequently one time the spectator allows an fond regard.

Ad

Micromarketing plants because it can take advantage of new medias and do the cost of advertisement go down. For case, “the Web abounds in chances for precisely the kind of thematic and demographic aiming that magazines and overseas telegram Television offer advertisers” ( Biano, Lowry, Berner & A ; Arndt 2004 ) . An on-line presence creates a new familiarity for the consumer as they can see at any clip. Equally good, a batch of the web site now has personalization where a user can come in his or her penchants. By utilizing these medias, micro selling reaches more people on a higher degree of familiarity than mass selling ( Cobb 2005 ) . Mass selling was utile earlier as it served the intent of making big populations at a inexpensive rate, but now that commercial clip is more expensive for telecasting and wireless, mass selling does non hold many mercantile establishments.

STRATEGIC MARKETING INITIATIVES

Many jobs can originate when implementing an e-marketing scheme that is rapidly reacting to market demand ( Porter 1999 ) . A concern may non be prepared for the type of tenseness that enlargement and “growing pains” can do. Still the company must lodge to its overall image or trade name individuality as they continue to set up themselves. Image is everything in selling. As Gemmy Allen writes, “many people think that selling is merely selling and advertising” ( 1999, p. 1 ) when those are merely methods of selling. Marketing a merchandise means understanding the consumer merely every bit good as the merchandise or service. It is of import the company be a good tantrum for that consumer. Ad and merchandising aid impact the market by invariably reassuring the consumer of the company’s positive image.

Part of accepting technological information and happening value toward satisfaction remains in the profusion in the stuff shared. In this regard, it can be understood that on-line communities can be measured by the sum of societal interaction that consequences in an exchange of rich information or originative look like I-Tube. Lee ( 1994 ) creates a hierarchy of how to categorise the profusion of the information shared ( p. 145 ) . The survey promotes that information takes on profusion depending upon, “an built-in, physical belongings of media and that a person’s usage of one medium instead than another, for a peculiar communicating dealing is the consequence of choice” ( p. 145 ) . Lee farther elaborates such pick is made because of influence upon a person’s rational idea procedure by internal and external factors ( Lee 1994, p. 145 ) .

It is critical to see this nexus between engineering and cultivating relationships with consumers. It is one thing to hold an Internet site and an e-commerce presence ; it is another thing wholly non to utilize this aspect of marketing right. By capturing the consumer’s attending utilizing e-marketing, in the vary sense the administration is making a degree of credence through educating, even entertaining the consumer through the site. Web page design should be appropriate to the proposed audience. This happens because web pages house the textual content that becomes the e-message ; Wan suggests a demand for a “theoretical relationship between web characteristics and the way of a concern web site” ( 2000, p. 16 ) . With satisfaction so closely contingent upon client perceptual experience of the company and its merchandises, Wan ( 2000 ) found many companies miss the value found in the CRM theoretical account and construct web sites that fail to make a user-friendly practical community within the web site ( p. 16 ) . The bottom line is that many companies have become so focussed on e-commerce patterns that they have forgotten the interaction that can come out of such messages.

TIME LINE

This selling program can non go on overnight as an instant transmutation but will necessitate to take an evolutionary attack. It needs to rollout over a period of 6-9 months. Please see Appendix A, the Project Timeline. Such a timeframe allows a music company adequate readying clip.

Selling BUDGET

E-business allows a company to offer cutting-edge options to the client on a hebdomadal or monthly footing. The client can besides be told about particular options merely the download site offers. We have presented a preliminary budget for direction perusing. Please refer to Appendix B for the execution budget.

EXPECTED OUTCOMES

E-marketing has the possible to make populations of consumers worldwide. It is the latest tool to construct competitory advantage and maintain the consumer believing about merchandises of pick ( Miller and Whitney 1999 ) . With the coming of this new media and opening land interrupting cleavages of consumers, the challenge to specify consumer satisfaction within the concern model morphs ( Porter 1999, Pitturo 1999 ) . Many companies find themselves taking the brick and howitzer attack to e-marketing. Traditional selling techniques still use to new engineering. The tools are merely different.

Mentions

Ahmed, P K & A ; Rafiq, M 2003, ‘Internal Marketing Issues and Challenges’ ,European Journal of Marketing, vol. 37, no. 9, p. 1177-1186.

Allen, G 1999,Introduction to Marketing, Mountain View College, Mountain View.

Armstrong, G & A ; Kotler, P 2003,Selling: An Introduction, 6th edn, Prentice Hall, Upper Saddle River, New Jersey, p. 10.

Bianco, A, Lowry, T, Berner, R. & A ; Arndt, M 2004, ‘The Disappearing Mass Market’ ,Business Week, July, vol. 3891, p. 60.

Cobb, J 2003, ‘Niche Mania’ ,The New York Times on the Web23 Oct. 2003, viewed 18 July 2008, & lt ; hypertext transfer protocol: //www.nytimes.com. & gt ; .

‘Country Music dominates U.S. wireless in 2007’ ,Reutgers.comviewed 4 Aug. 2008, & lt ; hypertext transfer protocol: //www.reuters.com/article/entertainmentNews/idUSN1433515720071214? feedType=RSS & A ; feedName=entertainmentNews & gt ; .

Henkin, S 1999, ‘Country Goes Pop! ’ ,World and I, vol. 14, I. 10, p. 126.

Lee, A S 1994, ‘Electronic Mail as a Medium for Rich Communication’ ,MIS Quarterly, June.

Liebowitz, S J 2008,Research Note: Testing File Sharing’s Impact on the Music Album Gross saless in Cities. University of Texas at Dallas, Dallas.

Miller, D & A ; Whitney, J 1999, ‘Beyond Scheme: Configuration as a Pillar of Competitive Advantage’ ,Business Horizons, vol. 42, no. 3.

‘Music downloads predicted to travel up 10-fold by 2010’ , viewed 4 Aug. 2008, & lt ; hypertext transfer protocol: // www.abcmoney.co.uk/news/2620062231.htm & gt ; .

Pitturo, M. 1999, ‘Get into the e-commerce Without Beting the Store’ ,Journal of Accountancy, 1 May.

Porter, M E 1999,Scheme and the Internet, Harvard University Press, Cambridge.

Pride, W M & A ; Ferrell O C, 2003,Selling, Houghton Mifflin, New York.

Rajaratnam, D 2005,Cleavage: a PowerPoint Presentation, Baylor University, Baylor, Texas.

Ray, M L & A ; Batra, R 1982, ‘Emotion and Persuasion in Ad: What We Don’t Know About Affect’ , Stanford University Graduate School of Business.

Wan, H 2000, ‘Opportunities to heighten a commercial website’ ,Information and Management, vol. 38, no. 1, p. 15-21.

Wignaraja, G 2004, ‘Building Business Competitiveness, ’International Trade

Forum, 1 April.

Zentner, A 2003,Measuring the Effect of Music Downloads on Music Purchases, CAPRI and University of Texas at Dallas, Dallas.

Appendixs

APPENDIX A

Execution of e-marketing commercialism Strategy Budget Costs for 2008 ( per site )

Grosss and Costss

E-marketing Constitution Costss	Money Spent ( ? )	British Pound ( ? )
Web Development	7,500
Registration of sphere name	190
Ad	3,500
System design ( outside sourcing )	6,000
Staff Time and Training	2,000
Telecommunications	275
Software	2,500
New Data Storage System	2,000
Adviser Fees	3,000
Entire Constitution Costss		26,965
		2008 ( ? )
Operating Benefit from E-commerce
Gross Net income from E-commerce		50,000
Attention deficit disorders: E-commerce Cost Savingss		50,000
Postage & A ; Freight	3,000
Printing	6,000
Staff clip: Communication	5,200
Staff clip: Selling	2,000
Telecommunications	450
Entire E-commerce Cost Savingss		16,650
Gross Benefit from E-commerce		66,650
Less: Ongoing E-commerce Costss
Amortization of capital over 4 old ages	( 4,991 )
Authentication services	( 200 )
Web site hosting	( 420 )
System care	( 400 )
System disposal	( 6,400 )
DSL connexion	( 1,200 )
Telephone Dial-up disbursals	( 195 )
Entire Ongoing E-commerce Costss		( 13,805 )
Operating Benefit for E-commerce		52,844

Budgetary Requirements for Execution

APPENDIX B

Undertaking Timeline: Agenda for 2008-2009 Site Launch

Undertaking Name	Duration	7/08	8/08	9/08	10/08	11/08	12/08	1/09	2/09	3/09
Migration Teams	75 yearss	Ten	Ten	Ten
Strategic Planning	15 yearss		Ten
System Evaluation	10 yearss	Ten
System Team	5 yearss	Ten
Staff Modules Team	10 yearss		Ten
Installed Site Evaluation	12 yearss	Ten	Ten
Contract Development	15 yearss		Ten	Ten
Data Migration	8 yearss			Ten
Evaluation Phase	48 yearss
Develop rating schemes	10 yearss				Ten
Compile stock list of maps	5 yearss				Ten
Develop flow charts	2 yearss				Ten
List major functionality and feasibleness	5 yearss					Ten
Compile stock list of functionality	2 yearss					Ten
Gather detailed specifications	2 yearss					Ten
Evaluate market portion informations	1 twenty-four hours				Ten
Compile list of machine-controlled systems	4 yearss					Ten
Develop funct/system matrix	2 yearss					Ten
Develop critical map checklists	1 yearss					Ten
Develop procedure for extinguishing procedures	3 yearss				Ten	Ten
Conduct phone interview humor analysts	2 yearss				Ten	Ten
Make site visits	4 yearss					Ten
Obtain merchandise information	1 yearss					Ten
Undertaking Name	Duration	7/08	8/08	9/08	10/08	11/08	12/08	1/09	2/09	3/09
Obtain cost estimations	1 yearss					Ten
Identify choice standards	1 yearss					Ten
Make choices	2 yearss					Ten
Contract Phase	30 yearss
Develop installing program	5 yearss						Ten
Develop migration programs	5 yearss						Ten
Develop undertaking agenda	4 yearss						Ten
Develop contract	5 yearss						Ten
Negotiate contract	6 yearss						Ten
Order equipment	5 yearss						Ten
Installation Phase	69 yearss							Ten	Ten
Install equipment	5 yearss							Ten
Install package	5 yearss							Ten
Train staff	15 yearss							Ten	Ten
Create cutover program	5 yearss								Ten
Identify informations proving schemes	4 yearss								Ten
Develop communicating program	5 yearss								Ten
Migration Phase	48 yearss								Ten	Ten
Migrate informations	2 yearss								Ten
Identify public presentation standards	5 yearss								Ten
Adjust work flow to functionality	40 yearss								Ten	Ten
Complete functionality proving	3 yearss									Ten
Complete public presentation proving	3 yearss									Ten