Naslov
Application of Digital Marketing Tools in the Music Industry

Autori
Perkušić Malkoč, Danijela ; Radeljak, Marko ; Rakušić Cvrtak, Katja

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Conference Proceedings CIET 2020 / Kovačević, Tonko ; Akrap, Ivan - Split : Odjel za stručne studije, 2020, 75-83

ISBN
978-953-7220-52-5

Skup
4th Contemporary Issues In Economy & Technology (CIET 2020)

Mjesto i datum
Split, Hrvatska, 29.05.2020

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
digital marketing ; music industry ; streaming platforms ; social media

Sažetak
This article seeks to answer the question what kind of digital marketing tools are available today to musicians, producers, record labels and consumers. Which of the digital marketing tools should be used and for what purpose. A review of relevant literature and current research on the topic is given. Exploratory, qualitative research based on five consumer focus groups was conducted. The goal was to find out how consumers listen to music today and what kind of digital marketing tools they use for that purpose. Results of the study implicate that consumers use different digital tools, but the most popular ones are YouTube and Instagram. They use YouTube to access musical content, mostly for free, and they use Instagram to follow their favourite musicians and bands. They use mobile phones and USB stick to store the music as they listen to music on the go.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA