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by Tom Hutchison
Web Marketing for the Music Business
Cover
Half Title
Full Title
Copyright
Contents
Acknowledgments
Preface
Chapter 1 • Development of Music Marketing on the Internet
Background on the Internet
Music and the Internet
Itunes Story
Current Online Environment
Glossary
References and Further Reading
Chapter 2 • State of the Market
Trends in Internet use
Trends in E-commerce
Music Sales Trends
Trends in Music Delivery and Marketing
Conclusion
Glossary
References and Further Reading
Chapter 3 • Overall Music Marketing Strategy
Publicity
Advertising
Radio Promotion
Retail Promotion
Music Videos
Grassroots Marketing
Internet Marketing
Tour Support
Special Markets and Products
Conclusion
Glossary
References and Further Reading
Chapter 4 • Domains and Hosts: Nuts and Bolts
Web Site Basics: How Web Sites are Constructed
Domain Name
Web Hosting
Conclusion
Glossary
References and Further Reading
Chapter 5 • Creating the Web Site
Web Site Goals
Web Site Design
Web Design Software
Templates Anyone?
Elements and Content for an Artist Web Site
Conclusion
Appendix 1
Glossary
References and Further Reading
Chapter 6 • HTML and Scripts
HTML: The Basics and Why You Need Them
CGI Scripts
Java and Javascript
Web Widgets
Captcha
Flash
RSS Feeds
Testing Across Browsers and Platforms
Glossary
References and Further Reading
Chapter 7 • Optimizing and Monitoring Your Web Site to Increase Visitation
Search Engine Optimization
“Tell a Friend” and “BookMark this Page” Scripts
Contests
Blogs
Visitor Registration
Fan-Generated Content
Monitoring Web Traffic
What to Measure
Where to Find Analytics Tools and How to Apply Them
Conclusion
Glossary
References and Further Reading
Chapter 8 • Audio and Video for Your Web Site
Audio Files on the Internet
Music and Your Web Site
Creating a Music File for Downloading
Providing Music Samples
Embedding Music in Flash Programs
Storing Music Offsite
Music Video Clips
Conclusion
Glossary
References and Further Reading
Chapter 9 • E-commerce: Product Ordering and Fulfillment
Doing It Yourself
Online Retailers
Other Artist-Related Products
The Last Word on E-commerce
Glossary
References and Further Reading
Chapter 10 • Finding Your Online Market
Market Segmentation
Tracking Consumer Behavior on the Web
General Information on Finding Your Market Online
Determining the Target Market for Your Artist
Speak to Your Market
Conclusion
Glossary
References and Further Reading
Chapter 11 • Successful Promotion on the Web
Introduction
Basics for Internet Promotion
Search Engines
E-zines
Using E-Mail for Promotion
The E-Mail Newsletter
Internet Radio
Grassroots
Viral Marketing
Fan-Based Web Sites
Advertising
Glossary
References and Further Reading
Chapter 12 • Social Networking Sites
Rise and Popularity of Social Networking Sites
MySpace
Facebook
YouTube
IMEEM
BEBO
Other Social Networking Services
Glossary
References and Further Reading
Chapter 13 • Internet Obstacles
Web Site Mistakes
Web Marketing Mistakes
Internet Marketing Ethics
Privacy Policies
Conclusion
Glossary
References and Further Reading
Chapter 14 • Mobile Media
From Cell Phone to Mobile Communication Device
Consumer Usage of Mobile Communication Devices
Mobile Social Networking
Glossary
References and Further Reading
Chapter 15 • Mobile Music Marketing
Music Goes Mobile
Mobile Music Sales
Marketing
Preparing Your Web Site for Mobi
Glossary
References and Further Reading
Online Resources for the Music Business
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 15
Index
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