Proprietary Audience Development audit for an independent record label: case Top Billin Music
Äikäs, Tatu (2014)
Äikäs, Tatu
Tampereen ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014110515252
https://urn.fi/URN:NBN:fi:amk-2014110515252
Tiivistelmä
The purpose of this thesis was to examine the importance of strategic development of audience as a part of modern marketing plan. In order to examine the subject, a new marketing concept of proprietary audience development was chosen as the theoretical structure for the thesis. The goal of the thesis was to apply this theory in the field of music business by auditing current online marketing actions of a small independent rec- ord label, in order to come up with a functional proprietary audience plan to be a part of the company’s marketing plan.
This study was carried out as a commissioned project by the request of Top Billin Mu- sic’s CEO Heikki Vaht in order to find new solutions to increase the slowed down growth of Top Billin Music’s audience channels. As the text is primarily focused on describing the phenomenon and its characteristics, a descriptive research approach was chosen. The research used case study method in order to have an in-depth knowledge about online marketing actions of the company. A secondary data was used in order to complete this research, which was gathered from different Top Billin Music’s analytics tools as well as thorough observation of company’s online channels. Background in- formation about the company, and their marketing activities were collected from an interview with the label manager and the marketing manager of the company. Second- ary data was also collected from specific studies, e-journals and statistics relating to modern online marketing in order to provide a benchmark for the results.
The key findings of the research were that the main problem causing the slowed down growth of Top Billin Music’s audience was a combination of different factors. The major issue causing decreasing rate of audience growth was found out to be the low average engagement rate between Top Billin Music and their audience.
This study was carried out as a commissioned project by the request of Top Billin Mu- sic’s CEO Heikki Vaht in order to find new solutions to increase the slowed down growth of Top Billin Music’s audience channels. As the text is primarily focused on describing the phenomenon and its characteristics, a descriptive research approach was chosen. The research used case study method in order to have an in-depth knowledge about online marketing actions of the company. A secondary data was used in order to complete this research, which was gathered from different Top Billin Music’s analytics tools as well as thorough observation of company’s online channels. Background in- formation about the company, and their marketing activities were collected from an interview with the label manager and the marketing manager of the company. Second- ary data was also collected from specific studies, e-journals and statistics relating to modern online marketing in order to provide a benchmark for the results.
The key findings of the research were that the main problem causing the slowed down growth of Top Billin Music’s audience was a combination of different factors. The major issue causing decreasing rate of audience growth was found out to be the low average engagement rate between Top Billin Music and their audience.