Music Marketing from push to pull
Many media and music users are speculating upon the change within the industry. The introduction and success of social networking along with digital music has transformed and reshaped the way music is marketed to the consumer; shifting from a push to pull strategy. "In media and advertising everything is switching to pull. Push Marketing is on its way out". There is an imminent difference for the consumer recieving information from a push strategy to a pull strategy. Push example: passive, the marketing campaign is in control of the message being sent out and how it is control of the message and their decision whether to act or not. "Generally the shift from push to pull has been viewed as a shift in power to consumer away from advertisers and so is bad news for marketers" With the increase of social networking platforms and users, with emphasis to Facebook , social networking has become a major and focal part of music marketing adopting the pull marketing strategy. Pull marketing shifts emphasis and attention onto the customer, the essential attribute is to market in the correct places and know where and who your target audience are "Get people's attention by providing value and earn their love by engaging with them. This will naturally lead to increased website traffic and increased sale". Consumers are becoming prosumers and are increasingly customising music platforms to better suit their individual needs. Rather than relying on music companies or a DJ to pre-determine the mix of songs on a CD, an increasing number of music listeners are downloading individual tracks and assembling their own sequences of songs. This process is also being replicated with the creation of playlists through platforms such as iTunes, Spotify and Last FM. Fan-built playlists and mixes are taking over the way people get their music. Playlists are inevitably becoming a pull marketing marketing resource, that marketing alliances must embrace, due to their ability to share/ be shared via Peer-to-Peer networks "People are choosing what they want to hear rather than having it pushed on them" -Dave Kusek
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