The impact of the digital era on marketing in the music business industry
Andreeva, Varvara (2021)
Avaa tiedosto
Lataukset:
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021120223310
https://urn.fi/URN:NBN:fi:amk-2021120223310
Tiivistelmä
The thesis purpose was to explore the impact of digital era on marketing in music business. The music industry went to a lot of transformational processes due to digitalization. The digital era provided a lot of opportunities for the music business as well as new challenges.
In theoretical part, the main history events of music industry transformation were studied. The impact of Napster, iTunes, Streaming services and Social Media on industry was explained. Based on historical events and marketing concepts such as marketing mix, social media marketing and customer relationship marketing, marketing strategy in music business were described.
For empirical part, the questionnaire was created. It included question related to the topics of music consumption and music marketing. The answers were supposed to illustrate customer response regarding mentioned topics.
As the result, the findings demonstrate that the digital era has a huge impact on marketing in music business. The digitalization process influences all four variables of marketing mix and has transformed marketing approach. The questionnaire results prove that adaptation to digital reality is vital for successful marketing campaign.
In theoretical part, the main history events of music industry transformation were studied. The impact of Napster, iTunes, Streaming services and Social Media on industry was explained. Based on historical events and marketing concepts such as marketing mix, social media marketing and customer relationship marketing, marketing strategy in music business were described.
For empirical part, the questionnaire was created. It included question related to the topics of music consumption and music marketing. The answers were supposed to illustrate customer response regarding mentioned topics.
As the result, the findings demonstrate that the digital era has a huge impact on marketing in music business. The digitalization process influences all four variables of marketing mix and has transformed marketing approach. The questionnaire results prove that adaptation to digital reality is vital for successful marketing campaign.