Internet MarketiNG

Internet marketing is the focus of much of this book. This section concentrates on the use of Internet-related sites in other aspects of the marketing plan. It is common these days for every television show, radio station, and print publication to host its own web site. Often these sites can be used for interactive marketing campaigns, such as contests. Contestants who appear on American Idol get their weekly affirmation from viewers who log on to the Internet or use their cell phone to cast their votes. Marketing for artists and record releases often incorporates a web component for each media event, whether it's to drive traffic to the media vehicle's web site or to encourage fans to sign up for information or prizes. A debut of a new video on BET can be coordinated with a promotion on www.BET.com where fans enter contests, get free music, purchase priority tickets, or participate in other promotions. In-store autograph signings by an artist can be publicized on the retailer's web site. Tour schedules can include links to each of the venues so the concert attendee can learn more about the venue and its location (where to sit, where to park, etc.).

So each aspect of a marketing plan, whether it's coverage in a particular media vehicle, tour support, or supporting an album at retail, should contain an online counterpart to make the experience interactive for consumers and to drive traffic to the media or retailer's site.

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