Web Marketing for the Music Business

By: Tom Hutchison, Thomas W. Hutchison

Web Marketing for the Music Business: How artists, bands, managers and record labels use the Internet and other digital media Section 1 ? History and background Chapter 1 - Development of music marketing on the Internet a) Pre-web music forums and Usenet groups b) Introduction of browsers, WWW, and music sites c) Music file compression and the digital music revolution Chapter 2 - Market description, impact on commerce, changing lifestyles, online shoppers a) Trends in Internet adoption b) Trends in online commerce c) The contemporary lifestyle Chapter 3 - Role of the Internet in the overall music marketing strategy a) Traditional marketing (radio promotion, publicity, advertising, etc.) b) Interrelationship of the web to other aspects of marketing Section 2 ? Setting up your web site Chapter 4 - Domains and hosts ? nuts and bolts a) Web site basics ? how web sites are constructed b) The domain name i) Master of your domain ii) Registering your name iii) Forwarding and masking c) Web Hosting i) How much space? ii) Bandwidth and uptime iii) Choosing a host Chapter 5 - The role of web site a) Web site goals and functions i) Branding ii) Promoting and selling products iii) Developing a sense of community iv) Creating repeat visitation b) Web site design (web design checklist) i) Basic design rules ii) WYSIWYG or not? iii) Frames vs. tables vs. CSS iv) Graphics c) Elements/content for an artist web site (web content checklist) Chapter 6 - HTML ? the basics and why you need them a) HTML for page formatting b) Cascading Style Sheets c) CGI scripts/Java Scripts d) RSS feeds to and from your site e) Testing across browsers and platforms Chapter 7 - Monitoring your web traffic a) Setting up counters b) Using counters to determine visitor activity i) Page loads, viewing time, exit page, etc. ii) Using traffic data to tweak your site iii) Measuring the impact of promotional campaigns c) Compiling FAQs from feedback questions Chapter 8 - Audio and video on your web site (the sound sample page) a) How to select appropriate audio samples b) Editing and compressing for the web site Chapter 9 - Ecommerce: Product ordering and fulfillment a) Security b) Cash or check? Payment options c) The shopping cart, wish list, and other purchase-related items Chapter 10 - Optimizing your web site to attract visitors (internal promotion) a) Meta tags and titles b) Contests c) News d) Blogs e) Giveaways/freebies (free music, podcasts) f) Bookmark/tell-a-friend g) Visitor registration/fan club (gathering email addresses) h) Fan message boards, fan photos Section 3 ? Internet promotion Chapter 11 - Finding your market online (where are they hiding?) a) Ways to identify your market b) Searching and lurking to find your market Chapter 12 - Successful promotion on the web a) Search engines, directories ? getting listed, about rankings b) Ezines, magazine web sites, industry web sites c) Using online retailers for promotion and fan-based promo d) The email list ? how to set it up and when to use it e) Internet radio ? getting exposure for your music f) Grassroots: i) turn your competition into your partners ii) reciprocal links, iii) teaming up, cooperative efforts, promotional tie-ins g) Advertising i) Banners ii) Sponsored links on search engines (1) keywords (2) Google AdSense (3) Yahoo Search Marketing iii) 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 culture ii) Signing up and setting up your band site iii) Networking and promotion techniques i) Viral marketing i) Definition, description ii) Examples of effective viral campai

ISBN: 9780240810447
ISBN-10: 0240810449
Number Of Pages: 304
Publisher: FOCAL PR
Format: Paperback
Language: English
Dimensions (cm): 9.1 x 7.4  x 0.7
Weight (kg): 1.4