Buch, Englisch, 304 Seiten, Format (B × H): 190 mm x 240 mm, Gewicht: 612 g
Buch, Englisch, 304 Seiten, Format (B × H): 190 mm x 240 mm, Gewicht: 612 g
ISBN: 978-0-240-81044-7
Verlag: Taylor & Francis Ltd
Interested in promoting, selling, and distributing music online?Have the website but not sure what to do next? Web Marketing for the Music Business is designed to help develop the essential internet presenceyou want and need. Looking at how the web has developed, providing instructions on how to set up a website as well as how to use the internet to promote the artist and the website. The book includes information on maximizing websites to increase traffic, online grassroots marketing tactics that will advance an artist's career and social networking sites such as MySpace. There is also a dedicated website with online resources for web support to give the information needed to confidently market music online.
Autoren/Hrsg.
Fachgebiete
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
- Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft Musikindustrie
- Geisteswissenschaften Musikwissenschaft Musikwissenschaft Allgemein Musikindustrie
Weitere Infos & Material
Web Marketing for the Music Business: How artists, bands, managers and record labels use the Internet and other digital mediaSection 1 ? History and backgroundChapter 1 - Development of music marketing on the Interneta) Pre-web music forums and Usenet groupsb) Introduction of browsers, WWW, and music sitesc) Music file compression and the digital music revolutionChapter 2 - Market description, impact on commerce, changing lifestyles, online shoppersa) Trends in Internet adoptionb) Trends in online commercec) The contemporary lifestyleChapter 3 - Role of the Internet in the overall music marketing strategya) Traditional marketing (radio promotion, publicity, advertising, etc.)b) Interrelationship of the web to other aspects of marketingSection 2 ? Setting up your web siteChapter 4 - Domains and hosts ? nuts and boltsa) Web site basics ? how web sites are constructedb) The domain namei) Master of your domainii) Registering your nameiii) Forwarding and maskingc) Web Hostingi) How much space?ii) Bandwidth and uptimeiii) Choosing a hostChapter 5 - The role of web sitea) Web site goals and functionsi) Brandingii) Promoting and selling productsiii) Developing a sense of communityiv) Creating repeat visitationb) Web site design (web design checklist)i) Basic design rulesii) WYSIWYG or not?iii) Frames vs. tables vs. CSSiv) Graphicsc) Elements/content for an artist web site (web content checklist)Chapter 6 - HTML ? the basics and why you need thema) HTML for page formattingb) Cascading Style Sheetsc) CGI scripts/Java Scriptsd) RSS feeds to and from your sitee) Testing across browsers and platformsChapter 7 - Monitoring your web traffica) Setting up countersb) Using counters to determine visitor activityi) Page loads, viewing time, exit page, etc.ii) Using traffic data to tweak your siteiii) Measuring the impact of promotional campaignsc) Compiling FAQs from feedback questionsChapter 8 - Audio and video on your web site (the sound sample page)a) How to select appropriate audio samplesb) Editing and compressing for the web siteChapter 9 - Ecommerce: Product ordering and fulfillmenta) Securityb) Cash or check? Payment optionsc) The shopping cart, wish list, and other purchase-related itemsChapter 10 - Optimizing your web site to attract visitors (internal promotion)a) Meta tags and titlesb) Contestsc) Newsd) Blogse) Giveaways/freebies (free music, podcasts)f) Bookmark/tell-a-friendg) Visitor registration/fan club (gathering email addresses)h) Fan message boards, fan photosSection 3 ? Internet promotionChapter 11 - Finding your market online (where are they hiding?)a) Ways to identify your marketb) Searching and lurking to find your marketChapter 12 - Successful promotion on the weba) Search engines, directories ? getting listed, about rankingsb) Ezines, magazine web sites, industry web sitesc) Using online retailers for promotion and fan-based promod) The email list ? how to set it up and when to use ite) Internet radio ? getting exposure for your musicf) Grassroots: i) turn your competition into your partners ii) reciprocal links, iii) teaming up, cooperative efforts, promotional tie-insg) Advertisingi) Bannersii) Sponsored links on search engines(1) keywords(2) Google AdSense(3) Yahoo Search Marketingiii) Contextual advertising (on special interest sites)h) Social networking sites: Web 2.0 (FaceBook, MySpace, YouTube)i) The value of social networking sites for music and pop cultureii) Signing up and setting up your band siteiii) Networking and promotion techniquesi) Viral marketingi) Definition, descriptionii) Examples of effective viral campaignsiii) Ways to incorporate viral marketing into your communication planj) Fan-based web sitesi) The importance of fan-based sitesii) How to find and encourage themiii) Tips on helping fans maintain their fan-based sites (RSS)Chapter 13 - Internet speed bumpsa) Worthless, outdated stuff and no-no's: i) webrings, ii) newsgroups, iii) banner exchange, iv) free hosting services, v) visible web counters, vi) pop-upsb) Ethics and marketing on the Interneti) A rundown of top scams: phishing, spyware, adwareii) Just say no to spammingiii) Accurately representing your businessiv) Customer privacy and securityChapter 14 - The big picture'integration of offline and online marketinga) Tying in your web presence with your productsb) Integrating other media and web promotionsSection 4 ? Mobile musicChapter 15 - ? Hardware and the roving consumera) The development of mobile music devices (MP3 players, iPod, Zunes, etc.)b) The evolution of digital wireless handsets (3G adoption and usage)Chapter 16 - ? Digital software formats and sales a) Digital rights management and the impact on music salesb) Sales models: i) A-la-carte vs. ?albums? vs. subscriptionsii) Mobile music sales and side-loadingc) The current market for downloads, ringtones, ringbacks, mastertones, and mobile tracks. d) Global adoption of music to mobile (IFPI sales data)e) Sales projectionsChapter 17 - - Marketing to mobile customersa) Setting up your site for mobile browsersb) Mobile marketing services ? SMS (Short Messaging Service), mobile coupons, contests, mobile music ID, etc.c) Marketing through collaborative filteringd) The power of peer promotion and the role of ?sharing.?
