Out with the old marketing strategies and in with the new?...Not quite.
What is marketing? Marketing is everything you do to put your product or service in reach of your wanted target. Marketing a product includes marketing people. Managing artist is one of the most important jobs in the entertainment industry. This allows artists to have someone in charge of their career from a business perspective.
For the old marketing strategies AND for the new online marketing strategies, the main and most important thing is to know the target your product reaches. For example, a music artist will depend on the type of music, age, language and gender, among other things to determine it's target. For every marketing plan, whether your marketing a product, service or person, the first thing you need to learn about is your potential target.
Since the use of the internet, it has become easier to determine your target's specific lifestyle, taste, likes and dislikes. This has helped marketers receive instant feedback from the consumers; and with social media platforms artists receive instant feedback from their fans.
Before the internet, marketing strategies might have been in person, but not necessary more personal. In those days, you reached people face-to-face and asked them questions, filled out surveys, gave them offers in hand, wrote down their information to contact them by mail or phone and even invite them to be in focus groups.
These old marketing strategies haven't necessarily stop existing, they are now being used with the facility the internet provides. Combining the old marketing strategies with the new online strategies has become beneficial for marketing. In my opinion it has become more personal because you can get in touch with your target directly and quicker. Back in the old days, you weren't able to know if the person you were going to talk to would really be interested in your product until you asked. Now, you can post your product's information in places you know your target will be interested in searching. It used to be the product who had to reach the consumer, but now consumers can reach the product on their own as well.Joining the old with the new:
- Asking questions and creating surveys online:
- It can me sent to multiple people at the same time, gives you measurable feedbacks and this helps with target segmentation.
- Newspaper or printed ads:
- These are very helpful and necessary. Never take for granted the fact that some people still like it "the old fashion way" and read the newspaper and magazines. Find the magazines most convenient for your product and use them.
- The good thing is, that the design made for these printed ads can also be used as banners in websites and social media platforms.
- Direct Mail:
- Email has become the fastest way of reaching each person individually. It helps send your promotions, invitations, ads and future events to the exact people you want. The only thing we need to be careful with email is not falling into SPAM. Companies are still using direct mailing as a marketing tool as well.
- Commercials:
- Television can now be seen via internet. It is essential to create commercials that you can play on a computer with the same quality as seen in a TV. Websites have the capability of playing a video while you are browsing for something else. Social platforms such as Youtube, Pandora, Grooveshark are playing short video ads before playing the music or video selected by the consumer. So producing a video commercial for marketing strategy is great because it can be used in various places.
These are only a few ways old marketing strategies have evolved and come together with new strategies. Using the internet as a marketing tool has not only revolutionized the way marketers see their consumers, but how consumers see them. In the music industry, this is very important to know because fans now have a closer approach to their artist. Their connection is stronger, there for, the way the artist is managed has become more meaningful as well.
Here are 2 articles that relate to this topic. I found the first one might interest any future artist manager or anyone looking forward to market their product online. The second one is a post about digital marketing and the effects it has on artists today.
Check it them out!
The 10 Biggest Mistakes Artists and Creatives Make at Internet Marketing (and How to Fix Them)
The 10 Biggest Mistakes Artists and Creatives Make at Internet Marketing (and How to Fix Them)
http://carve-entertainment.blogspot.com/2012/10/digital-marketing.html
In addition, here is a video of Jerry Spangler who is an online marketer who, in this video, explores online marketing strategies vs old marketing strategies attempting to help the viewer to determine which techniques might be best for your business.
Check out this very helpful video:
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