Mobile marketing is one of the best ways to promote new music, as it is affordable, accessible and modern. There are factors that marketing professionals do have to face when it comes to this style of promotion, as music fans can be finicky once in a while. “The most pressing question facing mobile carriers, music labels and music service providers is how consumer behavior will evolve as mobile music transitions from a phase dominated by early-adopter, active music fans to one more influenced by mainstream, casual music fans” (Gauntt 2006). Marketing professionals will have to delve deeper into the world of music to understand what makes the audience tick. Since music is an art form, it needs to be addressed as so – people are sensitive when it comes to their favorite sounds and the marketing campaigns should mirror these feelings.
The different mobile devices available also allow for a wide range of marketing techniques – sending out downloads via text message is a great way to get new sounds out to a plethora of consumers. Having a personalized ring tone is a ‘must’ for the modern generations, and if these tones are pieces of new songs from popular artists, a great promotion happens. Apple is more often than not on top of things in the marketing world, and the mobile scene is no different. The iPhone is able to handle sophisticated applications – music included. “Internet radio pioneer Pandora released an app that works seamlessly on the smartphone. Founder Tim Westergren attests that it ‘has doubled our new registered listener growth’” (Gauntt 2006). Rock and roll.
There are so many things that can be done through a cellular phone – from broadcasting live TV to sending virtually anything through a text message. Speaking of TV – see my previous blog – record labels could purchase their own channels to promote new music videos from their artists. Cellular users would be able to subscribe to specific channels geared toward the genre of music they enjoy, and new artists will be promoted this way. The possibilities are endless…
Gauntt, John. iMediaConnection.com. (2006). “Marketing Mobile Music”. Referenced December 1, 2008. http://www.imediaconnection.com/content/9747.asp
Weinstein, Jerry. Huffington Post. (2008). “Apple iPhone Ignites Mobile Marketing with Music, Gaming and Virtual World Apps”. Referenced December 1, 2008. http://www.huffingtonpost.com/jerry-weinstein/apple-iphone-ignites-mobi_b_114479.html
http://www.mobilemarketingwatch.com/category/mobile-music/ Referenced December 1, 2008.