Digital Marketing and the music industry - key trends
Given the increasing number of success stories and research around how music affects consumer behaviour, we will be probably seeing more brands jumping on the opportunity of using associations with artists to develop their brands in 2014. Across all of the music website we have access to, approxiamtely 20% of website visits come from a mobile. This number varies quite a bit between streaming platforms, artist websites, B2B services, and other types of website, but one thing is true of all of them: the proportion of visits from mobile or tablet device is increasing. In twelve months, this number should increase to 30-35%. Since more people are accustomed to making purchases from a mobile device there will be an increase in mobile commerce conversation rates. Google has been facing alot of pressure from the UK government regarding the prominence of illegal download sites in their research. Google's problem: with a mission statement of 'delivering the best result to the user as quickly as possible', and the best result being illegal, behind a pay wall, or covered in ads, it had to respond with a solution. Over the past two years, the music industry has been flooded with tech startups trying to helps artists and labels get a better understanding to data, save time and increase the loyalty/size of their fan base. Because of all the noise in this space (and the presence of a few less ethical companies), the amount of skepticism around new tools seems to have heightened. I think the industry as a whole is becoming smarter at separating the 'shiny toys' from the useful valuable tools. The tools that offer a genuinely valuable service to artists, such as Pledge Music, Next Big Sound, BandPage, and EmuBands will flourish throughout the industry
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