Magazine article Marketing

Opinion: Marketing Society - the Music Revolution

Magazine article Marketing

Opinion: Marketing Society - the Music Revolution

Article excerpt

The music industry gets a great deal of free advice, and much of it is worth precisely what we paid for it. But there was nothing wrong with the counsel offered in this column (21 April), to the effect that we need to demonstrate better understanding of consumers and their needs, and that there is great revenue and profit potential in more sophisticated marketing.

Spot-on. All we take mild exception to is a rather uncharitable double assumption: first, that we are not aware of our industry's pressing needs; and second, that there is not already in place at least one major change programme designed to fulfil those needs.

It is always easy to point out changes that need to be made, but it is much more difficult to make them happen. For every business problem, there is at least one solution that is easy to spot, persuasive, readily implemented and wrong.

This is especially true when an industry is experiencing not so much change as revolution. Our business is having to assimilate new technologies for making music available, such as streams, downloads and ringtones.

There is competition from whole new product categories, including DVDs, games and mobile services. We face the knock-on effects of the shape, stocking and merchandising priorities of the retail sector. And we suffer major losses of revenue through digital and physical piracy - whatever market you work in, if as many units of product are stolen as are purchased you will find the going tough. …

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