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Web Marketing for the Music Business - Tom Hutchison

Web Marketing for the Music Business


Published: 1st August 2008
RRP $75.99
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Interested in promoting, selling and distributing music online, got the website but not sure what to do next? is Web Marketing for the Music Business designed to help develop the essential internet presence they want and need.
Looking at how the web has developed, providing instructions on how to set up a web site as well as how to use the Internet to promote the artist and the web site. The book includes information on maximizing web sites to increase traffic, online grassroots marketing tactics that will advance an artists career and social networking sites such as MySpace. There is also a dedicated website with online resources for web support to give the information needed to confidently market music online.
* Provides instruction on promoting both music and the artist in the internet, showing how to develop maximum online exposure
* Offers guidance in web site development, to save money by getting the right site up and running first time
* Understand how the Internet is used by experts in the music business, benefit from their experience to make the internet work for you.

Web Marketing for the Music Business
How artists, bands, managers and record labels use the Internet and other digital media
? History and background
Development of music marketing on the Internet
Pre-web music forums and Usenet groups
Introduction of browsers, WWW, and music sites
Music file compression and the digital music revolution
Market description, impact on commerce, changing lifestyles, online shoppers
Trends in Internet adoption
Trends in online commerce
The contemporary lifestyle
Role of the Internet in the overall music marketing strategy
Traditional marketing (radio promotion, publicity, advertising, etc.)
Interrelationship of the web to other aspects of marketing
? Setting up your web site
Domains and hosts ? nuts and bolts
Web site basics ? how web sites are constructed
The domain name
Master of your domain
Registering your name
Forwarding and masking
Web Hosting
How much space?
Bandwidth and uptime
Choosing a host
The role of web site
Web site goals and functions
Promoting and selling products
Developing a sense of community
Creating repeat visitation
Web site design (web design checklist)
Basic design rules
WYSIWYG or not?
Frames vs. tables vs. CSS
Elements/content for an artist web site (web content checklist)
HTML ? the basics and why you need them
HTML for page formatting
Cascading Style Sheets
CGI scripts/Java Scripts
RSS feeds to and from your site
Testing across browsers and platforms
Monitoring your web traffic
Setting up counters
Using counters to determine visitor activity
Page loads, viewing time, exit page, etc.
Using traffic data to tweak your site
Measuring the impact of promotional campaigns
Compiling FAQs from feedback questions
Audio and video on your web site (the sound sample page)
How to select appropriate audio samples
Editing and compressing for the web site
Ecommerce: Product ordering and fulfillment
Cash or check? Payment options
The shopping cart, wish list, and other purchase-related items
Optimizing your web site to attract visitors (internal promotion)
Meta tags and titles
Giveaways/freebies (free music, podcasts)
Visitor registration/fan club (gathering email addresses)
Fan message boards, fan photos
? Internet promotion
Finding your market online (where are they hiding?)
Ways to identify your market
Searching and lurking to find your market
Successful promotion on the web
Search engines, directories ? getting listed, about rankings
Ezines, magazine web sites, industry web sites
Using online retailers for promotion and fan-based promo
The email list ? how to set it up and when to use it
Internet radio ? getting exposure for your music
turn your competition into your partners
reciprocal links,
teaming up, cooperative efforts, promotional tie-ins
Sponsored links on search engines (1) keywords (2) Google AdSense (3) Yahoo Search Marketing
Contextual advertising (on special interest sites)
Social networking sites: Web 2.0 (FaceBook, MySpace, YouTube)
The value of social networking sites for music and pop culture
Signing up and setting up your band site
Networking and promotion techniques
Viral marketing
Definition, description
Examples of effective viral campai
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9780240810447
ISBN-10: 0240810449
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 304
Published: 1st August 2008
Publisher: Taylor & Francis Ltd
Country of Publication: GB
Dimensions (cm): 23.4 x 19.0  x 1.8
Weight (kg): 0.63
Edition Number: 1