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Emerging Technologies For Digital Marketing

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Emerging Technologies For Digital Marketing

 

The global marketing environment is changing with emerging technologies and marketers need to guarantee that they are fine-tuned into the latest high tech trends that will have a strong impact on various industries around the world. “There is also more competition on nearly every front: more competitive products and services, more channels to compete in, and more considerations in the consumption process.” (Greenburg, 2014). There are various emerging technologies that are occurring in the digital marketing age, below you will be able to see a few of these emerging technologies:

 

  1. Mobile marketing: If you think to years ago, mobile friendly sights were a new thing, and not many companies were able to adapt their websites to be mobile friendly; However, now it is a requirement. According to (eMarketer, 2017), “digital marketing spending will outweigh television marketing spending by 37% this year.” Mobile is not an emerging technology, however the way we market via mobiles is changing emerging rapidly. Also, Mobile marketing SEO techniques will have an ever increasing role in 2017 with Google’s recent announcements about the mobile index and AMP. For more information on this please visit: http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/digital-marketing-trends-2016-2017/

 

  1. Internet of Things (IoT): More and more companies are announcing new software’s that reduces the complexity of IoT solutions. (Microsoft, 2017). The IoT promises to bring connectivity of the Internet into every aspect of our lives. This means that our devices and homes have become smarter and more efficient. examples of how the Internet of things can be used for marketing:

 

Amazon–Tide:  Amazon’s dash buttons connect to your home wi-fi and which then connects to the Amazon app. Whenever you are running low on a given product- i.e. Tide detergent, the product button corresponds to will be delivered to your door in a couple of days.

Uber – Spotify: Spotify has linked its services to uber, meaning that customers can play there Spotify trough the uber app.

For more information on these examples pluse more please visit:

http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/7-examples-applications-internet-things-now/

 

  1. Big Data: refers to data, challenges, capabilities and competencies related with strong and huge data sets to support a level of decision making that’s more accurate and than anything previously attempted. By combining big data with an integrated marketing management strategy, marketing organizations can make a substantial impact in these key areas: Customer engagement, Customer retention and loyalty and Marketing optimization/performance. For more information on each of these areas please visit: https://www.sas.com/en_gb/insights/big-data/big-data-marketing.html#

This volume, growth and range of data has been used to define what Big Data is, with it simplified to the 3 V’s of Big Data:

Volume – Amount of Data.

Velocity – Speed of growth/change.

Variety – Types of Data. (Roberts, 2014)

 

Refrences

 

Digital Marketing Blog – DSIM . 2017. Technological Trends to Transform 2017 Digital Marketing Strategy. [ONLINE] Available at: http://dsim.in/blog/2016/12/27/infographic-technological-trends-transform-2017-digital-marketing-strategy/. [Accessed 07 May 2017]. (PICS)

 

Chaffey, Dave, 2017. The 14 top rated digital marketing techniques for 2017 according to Smart Insights readers. The 14 top rated digital marketing techniques for 2017 according to Smart Insights readers, [Online]. 1, 1-7. Available at: http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/digital-marketing-trends-2016-2017/ [Accessed 7 May 2017].

 

Greenburg, Eric, 2014. Strategic digital marketing: top digital experts share the formula for tangible returns on your marketing investment. 1st ed. New York: McGraw-Hill Education: Tim Marks.

 

Internet of Things. 2017. Internet of Things | Microsoft Internet of Things Blog. [ONLINE] Available at: https://blogs.microsoft.com/iot/. [Accessed 08 May 2017].

 

US Digital Ad Spending to Surpass TV this Year – eMarketer . 2017. US Digital Ad Spending to Surpass TV this Year – eMarketer . [ONLINE] Available at: https://www.emarketer.com/Article/US-Digital-Ad-Spending-Surpass-TV-this-Year/1014469. [Accessed 07 May 2017].

 

Roberts, Jim, 2014. Big Data, Bigger Marketing. Big Data, Bigger Marketing, 1, 1-5.

 

The effectiveness of a range of digital marketing channels In the music industry

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What are digital marketing channels?

Before you start planning an effective digital marketing strategy, you need to have inside knowledge of the different channels in digital marketing. When Identified, you need to know what channels work best for your business idea and working on them will help you propel your idea forward.

(Interactive Cleveland, 2017)

Website Marketing

As you can see form this image there are various digital marketing channels that are available, however there success rates differ considerably. For example websites seem to have the highest success rate of 38.2%, This is probably due to it being the most cost effective method. Also, a website is the main  gateway to your brand. Many companies will start a website as their first tool for marketing their products/ services, for example UK based Transgressive records label have been able to develop their website into a easy and user friendly place, were it is easy to purchase copies of music and market all of their new artists.

Email Marketing

Email marketing seems to be a very popular choice for companies, as it is a very important tool when it comes to reaching current customers, and also is key in keeping relationships with those customers. “Tesco see emails as key to their strategy of online marketing as result of that about 60% of their online revenue come from emails,” (Parry,2005). However although this channel is seemed to be a very effective way to reach out to customers, it is unless if not done right. This is because millions of emails are sent each day, and many companies have abused this method. So it has to be a eye catching and exciting email for customers to engage with it. a recent article said that “Email marketing is the best way to get the word out and generate buzz in our post-CD society. In fact, it’s much quicker and less expensive than traditional marketing methods.” this is in relation to the music industry, as shows us how email is used by so many new up and coming artists.

Search engine Optimisation (SEO)

SEO is “the process of improving the position that your website appears at in the “organic” search results returned by sites such as Google.”  Lines, 2014)Again, as we can see by the table SEO seems to be a very effective way of marketing, however its current use of 57% seems to be rather low for a channel of marketing that is so successful.

Social Media

Although this is listed at number four on the table, it is probably one of the most used marketing channels in the music industry. As many music labels have been able to create relationships through the use of SM and social networking as (Gilliland, 2016) stated that, having a visible presence on Twitter and Facebook gives artists a direct link to fans. Also In a study conducted by (Venture Harbour, 2014) conducted with MIDEM, we found that our sample of 64 music industry executives collectively spent in the region of £1.9m on content marketing. This shows just how important content marketing is for music businesses/labels. Arrording to (Occhino, 2016) Facebook is the top social media outlet to promote your music on, this is probably mostly down to the fact that it is the SM site with the most active users (1.65 Billion), also people love discovering new artist and brands on this site as million of likes and follows are generated by uses each day in the music category alone.

For more information on other popular sights to promote music on please visit: http://blog.sonicbids.com/the-top-8-social-media-outlets-to-promote-your-music-and-how-to-best-use-them

How does Social Media fit into the Integrated marketing communication model of event companies and what’s its effects?

 

(Figure 5 Source: New Communication Paradigm Mangold and Faulds, 2009)

 

This model supports the view that customers engaged with events services are more likely to communicate through social media, being the reason why so many events companies are using social media to market all of there events, and why they use there support lines on sights such as twitter and Facebook messenger. Mangold and Faulds (2009) also believes that customers are much likely to talk to others about products that support their desired self imaged, hence why events company’s focus their promotional efforts are undertaken with peoples desired self-image in mind.

 

 

 

 

 

References

Brook, Stephen Brook, 2005. Tesco unleashes email marketing blitz. Tesco unleashes email marketing blitz, [Online]. 1, 1-5. Available at: https://www.theguardian.com/media/2005/nov/11/supermarkets.marketingandpr [Accessed 9 April 2017].

 

Email Marketing Tips. 2017. Email Marketing for Musicians – Email Marketing Tips. [ONLINE] Available at: https://blog.aweber.com/guides/email-marketing-for-musicians. [Accessed 09 April 2017].

 

Gilliland, Nikki Gilliland, 2016. The impact of technology and social media on the music industry. The impact of technology and social media on the music industry, [Online]. 1, 1-4. Available at: https://econsultancy.com/blog/68522-the-impact-of-technology-and-social-media-on-the-music-industry/ [Accessed 13 April 2017].

 

Interactive Cleveland. 2017. Top 5 Digital Marketing Channels. [ONLINE] Available at: http://www.interactivecleveland.com/blog/email-marketing/top-5-digital-marketing-channels/. [Accessed 09 April 2017].

 

Lines, Natalie, 2014. What is SEO and how can it help my website’s Google visibility?. What is SEO and how can it help my website’s Google visibility?, [Online]. 1, 1-5. Available at: https://www.theguardian.com/small-business-network/2014/jan/16/what-is-seo-how-website-google-visibility [Accessed 9 April 2017].

 

Taylor, Marcus, 2014. Digital marketing and the music industry: six key trends for 2014. Digital marketing and the music industry: six key trends for 2014, [Online]. 1, 1-4. Available at: https://econsultancy.com/blog/64051-digital-marketing-and-the-music-industry-six-key-trends-for-2014/ [Accessed 13 April 2017].

 

Mangold, W.G. and Faulds, D.J. (2009) Social Media: The New Hybrid Element of the Promotion Mix. Business Horizons, 52, 357-365. http://dx.doi.org/10.1016/j.bushor.2009.03.002

 

Steps you need to take to successfully implement blogging in the music industry

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Steps you need to take to successfully implement blogging in the music industry

 

Blogging is a way of “express yourself to the world. A place to share your thoughts and your passions. Really, it’s anything you want it to be.” (Hahns, 2011), this has given anyone the power to write what they want about anything. But to be able to carry out this successfully there are various ideas that need to be implemented, this is what I will be blogging about: how blogging is successfully implemented into the music industry.

 

Beginning steps to take that will ensure a good start

 

When it comes to successfully implementing a music blog page there are various steps you need to take in order for it to be user friendly. Step one, you need to find your own reliable host, this is very cheap nowadays. Secondly, you need to download WordPress, as its the most used platform of the top 100 blogs worldwide by far. Step 3, preferably download a premium (paid) theme, as the free ones lack a lot of features. Step 4, you need to make your blog stand out, if not people will not bother to read it, and the click through rate will be low. Finally, you need to figure out a way to get people to visit your blogs, weather that be the use of twitter or other social media sites. For more detail on each of these steps, please visit the website in the link shown: http://www.sophistefunk.com/start-a-music-blog/ .

One website that is know to have carried out these steps successfully is pitchfork, as they have become one of the biggest music review/blogging sites in the world. They did this by releasing out the ordinary reviews, such as Jet’s second album shine on. This lead to a viral piece of content that spread round the internet like a virus. Pitchfork also managed to come up with innovating ideas that the other site lacked, for example its new web layout combined with it print design which reinforce the image of a forward-facing, vibrant title that is at the foreground of digital media. For more reasons on why Pitchfork is so successfully please visit this link: https://www.theguardian.com/media/2015/oct/16/pitchfork-music-magazines-nme-q-mojo

 

 

 

 

 

Creating a volume of traffic for your blogs

 

Creating traffic for your blogs is perhaps one of the most important things to do, after you have set up a webpage. According to a recent article in Portland’s Business Journal, step number “10) Increased Traffic to My Blog” says that one way of generating traffic, is the use of twitter as many companies have an account with followers, so this can be a good start up for generating followers for your blogs. Another very successful way of generating traffic is the used of emails, most successful bloggers have go a email list that they have to send there new blog posts too. The reason this method is so successful is that your email list will only grow and rarely decrease. Darren Rowse is a successful blogger who sends an email to his list about a new blog post, below is an image showing the number of one of his traffic spikes:

(Cami, 2016)

 

What content to include in a music blog

 

When it comes to blogging, content is key. As there is a limited amount of words you can put into a blog, the quality has to be very high. One of the most important aspects is headings, as they tell the reader what part are important and how the are all interconnected. As they have different aims, a single post needs another heading structure than your blog’s homepage. Another thing to keep in mind is the resolution of your images, as not everyone has a high resolution screen, so the images need to be as clear as possible. Also make sure to use images that correctly portraits the emotion you are trying to give off. Lastly you need to make sure that your blog is compatible for mobiles, as this will be the most likely device that users will use. Effective formatting in a clear manner make the points you want to cover. For more information on this topic visit: http://www.socialmediaexaminer.com/26-tips-for-writing-great-blog-posts/

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

References

 

Hahns (2011) Home. Available at: http://blogbasics.com/what-is-a-blog/ (Accessed: 26 February 2017).

 

Cardew, B. (2017) What did pitchfork get right when most music magazines are losing sales? Available at: https://www.theguardian.com/media/2015/oct/16/pitchfork-music-magazines-nme-q-mojo (Accessed: 27 February 2017).

 

Maynard, W. (2009) 10 surprising ways that Twitter has helped my Business…and ideas on how it can help yours too. Available at: https://www.kinesisinc.com/10-surprising-ways-that-twitter-has-helped-my-business/ (Accessed: 27 February 2017).

 

Cami (2016) Start a Blog. Available at: https://startbloggingonline.com/how-to-promote-your-blog-and-get-visitors/ (Accessed: 27 February 2017).

 

Hemley, D. (2017) 26 tips for writing great Blog posts: Social media examiner. Available at: http://www.socialmediaexaminer.com/26-tips-for-writing-great-blog-posts/ (Accessed: 28 February 2017).

A Critical Analysis Of Various Emails I Have Been Sent By Corporations

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Event Triggered Email

“Email is a widely used tool for business communications, but a 2013 survey by Sendmail, Inc., found that it has caused tension, confusion, or other negative consequences for 64 percent of working professionals.”

This is why it is so important to ensure that your email is clear, and successful.

Event triggered email is an email sent to a list of subscribers based on a event. The email i chose was sent by patterns nightclub in Brighton, for there Halloween night. Here is a link to there website were you can find out all there information: http://patternsbrighton.com/

screen-shot-2016-11-04-at-13-21-23

Above we can see that they have used emojis to represent the event that they are holding (?), this makes you engaged as it attracts you from others emails in your inbox. The use of using capital letters  also engages you. When this email was sent i opened it straight away, they had a warning in the email name that the event was close to selling out which lead me to view it right away. This email worked relatively well as it had my attention and got me to open it straight away.

screen-shot-2016-11-04-at-13-21-42 screen-shot-2016-11-04-at-13-21-49 screen-shot-2016-11-04-at-13-22-02

Once the email was opened you were taken to a very bright page that had a flashing skull which flashed different colours, and made you scroll down further. Its contrasting colours really encourage you to scroll further into the post as it is almost quite satisfying to read and view. The fact that they diddent include much information also made it effective, as you are only informed on the key points of the night, so you are more likely to remember it and you know exactly what you are getting for your money. Right at the bottom of the page you are informed about 2 options that allow you to buy tickets, these are in bright boxes that sent links to were you can purchase the tickets. These links are likely to be opened as you are convinced before hand by the text.

There are various was in which you can analyse the success rate of an email, please follow this link which will give you some insight: https://econsultancy.com/blog/64784-simple-steps-for-measuring-email-campaign-effectiveness/

screen-shot-2016-11-04-at-13-30-04

Above is an email that has not been as successful, as it does not draw you to open it due to the lack of various emojis or texts. This just looks like any old email, so you would most probably just scroll past it due to the pure volume of email a typical person receives nowadays.screen-shot-2016-11-04-at-13-34-41

As you can see, the landing page is relatively boring, and does not give you a great amount of information as the price is not even stated. “The average office worker receives around 80 emails each day. With that volume of mail, individual messages can easily get overlooked.” this is why it is so important to make your emails affective.

This Email could be improve by having a better subject line, instead of have just normal caps, they could of had bold letters, emojis and caps lock letters included. In rule six of http://www.skillsyouneed.com/rhubarb/effective-emails.html article it says “Master the Subject Line” you need to think how you would get the receiver to open it and how you can make it athsteticaly appealing. Also the landing page need to have more information included. “There are so many elements that a top-notch landing page needs, and making those elements the “best” they can be often depends on what your landing page goals are.” for Xbox it would be to convince the buyer that it is worth the value of money to spend, this would maybe involve the use of effective images or facts about the consoles improvements/

References

  • “Writing Effective Emails: Getting People To Read And Act On Your Messages”. Mindtools.com. N.p., 2016. Web. 4 Nov. 2016.
  • Six rules for effective Emails (2011) Available at: http://www.skillsyouneed.com/rhubarb/effective-emails.html (Accessed: 4 November 2016).
  • Mineo, G. (2016) 16 of the best landing Page Design examples you need to see. Available at: http://blog.hubspot.com/marketing/landing-page-examples-list#sm.000zfl3zl121id5gvz31vf2g0icna (Accessed: 4 November 2016).

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