RECORD LABEL ADOPTS MOBILE MARKETING
Posted by Phil Robinson
Thursday 10th September 2009 at 08:52
Record label Geffen recently developed a mobile marketing strategy to promote the girl band Mini Viva. The debut single, "Left My Heart in Tokyo" was released on the 7th September and sales are on the up. The marketing strategy was specifically designed for iPhone and iPod touch and targets the 13 to 24 age range. Using CPC advert links and CPM banner adverts distributed across Admob's social networks, mobile websites and applications the marketing campaign is set to appeal to young people more dynamically than previous promotions.
Colin Barrow, the Geffen UK President, says "Technology now enables acts to raise their profile and start a dialogue with their fans in many new and exciting ways. The mobile channel provided an ideal opportunity to reach Mini Viva's prospective fan base. By working with AdMob and promoting the single on iPhone and iPod touch devices, we're hitting a digital generation of music lovers that are becoming increasingly used to interacting with their favourite artists via technology."
As the music industry becomes increasingly saturated with new artists of all genres, top record labels are finding fresh and inventive ways of building accurate demographics of their target population and appealing to their consumerism on a personal level. Whether or not they decide that mobile is appropriate, marketers need to diversify their broadcasting medium to maintain high impact marketing and ROI.
Here are some useful guides for potential mobile marketers:
Colin Barrow, the Geffen UK President, says "Technology now enables acts to raise their profile and start a dialogue with their fans in many new and exciting ways. The mobile channel provided an ideal opportunity to reach Mini Viva's prospective fan base. By working with AdMob and promoting the single on iPhone and iPod touch devices, we're hitting a digital generation of music lovers that are becoming increasingly used to interacting with their favourite artists via technology."
As the music industry becomes increasingly saturated with new artists of all genres, top record labels are finding fresh and inventive ways of building accurate demographics of their target population and appealing to their consumerism on a personal level. Whether or not they decide that mobile is appropriate, marketers need to diversify their broadcasting medium to maintain high impact marketing and ROI.
Here are some useful guides for potential mobile marketers:
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