Digital marketing has only been in its current form for the last decade. Despite the application of digital marketing within various industries, the majority of initiatives and campaigns have focused on the idea of direct-to-consumer (or within music as direct-to-fan). The focus lies solely on cutting out the middleman and reaching consumers directly.
The current conventions of digital marketing within the music industry focus on basic direct-to-consumer tenets but these ideas are now beginning to become obsolete. With the rise of hardware-focused technology such as the smartphone, the relationship between an artist and fan is facilitated through their devices.
The new way to reach fans will be direct-to-device.
The tools for engaging your audience include both social media and email. It’s not a question of which channel is better; smart marketers know that both email and social media are important components to a complete marketing mix.
From mobile app maker Mobile Roadie's Moro Blog. The following infographic from Mobile Roadie taking a look at the Mobile Music Industry as of 2012 draws on multiple sources including Mobile Roadie's client data, Compuware.com and Flurry Analytics.
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