By Grace and Michell
What is a Digital Marketing Plan?
A digital marketing Plan is setting marketing objectives based on the analysis of market information and target audiences, selecting appropriate digital marketing channels and platforms as well as defining marketing key performance indicators to measure the performance of the digital marketing plan.
QUESTIONS A MUSICIAN SHOULD BE ABLE TO ANSWER BEFORE CREATING A DIGITAL MARKETING PLAN!
Before making a plan, the following questions need to be answered;
1. What age range would love to listen to my music?
2. Which language is my music in?
3. Do I want my music to be globally listened to?
4. How do I want my listeners to access your music?
5. Who are my competitors and how they are performing in the music market?
6. How do I intend to differentiate myself and attract listeners?
Having answered these questions, a musician can then take further action to develop a digital marketing plan.
A good digital marketer should be well organised. The 3 stages of any digital marketing plan are : Market Research & Analysis, Product Development and Implementation.
Market Research & Analysis: the action or activity of gathering information about consumers’ needs and preferences
Product Development: bringing a product from concept or idea through market release and beyond
Implementation: the process of putting a decision or plan into effect; execution
Find your target demographic/audience to get a large engagement and create impressions
In order to conduct market research you need to identify who you plan to promote your product or service to. As there has been an increase in the innovation of technology in the 21st century, the music industry has had to adapt to market change. Consumers no longer use CDs to listen to music they would rather use digital streaming services such as Apple Music, Amazon Music and Spotify. Younger generations use this technology and application software a lot more than older generations so that would be the ideal target audience. Customer taste and preferences change all the time and trends do not last forever so in order for a Music company to become market leader they must be aware of these challenges and how time consuming and costly it can be.
Amazing Advertising and Social Media Marketing
Depending on your target audience and demographic it can be difficult to establish what platforms you advertise on. Due to the innovation of technology most young people have mobile phones and at least 1 social media account so advertising on popular social media platforms like Snapchat, Instagram and Twitter will increase your target audience, increase the number of streams and make the music company profitable gaining a competitive advantage over rival competitors in the same market.
Not all marketing platforms are appropriate for advertising music. With fast moving technology channels such as Tik Tok and YouTube are helping upcoming musicians to go viral and have their music trending before they even create a video for the song. Using Social influencers to create small Tik Tok videos dancing to your song can move a singer from 0 to a 100 overnight. Having said this, the age range of the listeners also determines the type of advertising platform to be used. If the music is for elderly people, then Tik Tok might not be the best channel as most Tik Tok followers are mostly teenagers. Above the line promotion is more costly for business but for a mainstream music company it will increase the amount of people using the platform.
Simple Search Engine Optimisation (SEO)
It is important to keep up with your competition. Consistency is key to success. The content you produce keeps your target audience/demographic engaged. Social media advertising campaigns have increased in the last 10 years. It is also easy to track the amount of likes, shares, comments and reposts using analytics and engagement. Google is one of the largest search engines so if you type ‘Music streaming services’ into Google your business should be number 1. This is also important to consider when you are building a brand. Branding is important as it differentiates your business from rival competitors.
In this competitive market if you can’t satisfy your customers with unique selling points and product differentiation they will go to rival competitors. Music streaming services like Spotify have playlists tailored to them ‘Your Top Songs 2020’ ‘On repeat’ This idea of added value stops existing customers from cancelling their music streaming subscriptions and going to rival competitors.
Magical Musicians Information
It is important for a musician to be active on social media platforms. One should have a YouTube channel, Tik Tok account, Instagram Page and a Website to mention but a few. This enables the musician to stay updated on latest trends in the music industry. It also enables listeners to know more information and latest songs released by the singer. Having social media platforms enables engagement with the musician and their listeners.
Wrap up Conclusion
No matter what business you have it is important to create a plan which is SMART. Specific Measurable Achievable Realistic and Time conscious. You should be enthusiastic but also be aware of the risk and uncertainty which takes place in dynamic markets