Mobile: A New Way to Market Music - Market Research Reports

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Mobile: A New Way to Market Music

Description:

Latest Techniques and Future Trends

- Channel Attributes
- Integrated Campaigns
- Infrastructure Needs
- Case Studies
- Agency Perspective
- Mobile Display Ads

Record labels and music retailers have become adept at devising marketing campaigns that use a combination of traditional channels to promote new music. But as fans spend less time watching network TV or reading music magazines and more time using new media platforms such as online and mobile, so music companies are adjusting their campaigns to include the new channels.

But while the online channel has reached an adequate level of maturity from an advertiser or agency perspective, the mobile channel's unique characteristics are only now being understood.

Fortunately, mobile is a more effective channel for music than it is for many other product categories and for this reason, many labels now view mobile as a viable promotional tool, as well as a source of revenue.

Accordingly, this report reviews the latest mobile marketing techniques that are being used by record labels, music retailers and brands who are interested in using music as a means to making a lasting connection with consumers.

The report contains end-to-end descriptions of two music-focussed mobile marketing campaigns as well as more general information on how the mobile channel can be used for music marketing purposes both now and in the future.

Contents:

FRAMING A NEW MARKETING MEDIA

STRATEGY 1: VERTICAL
3
Vodafone
Effectiveness
Direct to Consumer: Delivery to a Mobile Phone
Direct to Consumer: Delivery to a Wireless-equipped Music Device

STRATEGY 2: HORIZONTAL
Background: Engage and Entertain Consumers
Example - Subservient Chicken
iPod Nano - Japan

T-Mobile

Virgin Mobile
Background and Context
Mobile Marketing Element

MOBILE OPERATOR STRATEGIES
Music Marketing is Now Important

Underlying Rationale
Mobile Brands: Entering a New Phase and Looking to Music
Other Brands: Also Eyeing Music

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