Create Attention to Attract Attention - Viral Marketing of Digital Music in Social Networks

Digitalization has led to a plethora of digital media. Especially with regard to music, consumers have the choice among millions of songs and artists. For artists and music labels the arising question is how to find their audiences and how to get attention for their music. Since music is naturally part of communications and interactions, viral marketing is a chance for them to (re-)gain attention. But viral marketing needs to accommodate digital music and its unique characteristics. In this paper, (1) the characteristics of digital music are identified and (2) it is analyzed how they affect the viral marketing process. The result shows, what critical factors are to be considered when conducting viral marketing of digital music. This contribution is important for the emerging area of research on music marketing and for music marketers in practice

Interactive Food and Beverage Marketing: Targeting Children and Youth in the Digital Age

Looks at the practices of food and beverage industry marketers in reaching youth via digital videos, cell phones, interactive games and social networking sites. Recommends imposing governmental regulations on marketing to children and adolescents

Communicating for change: media and agency in the networked public sphere

This paper is aimed at anyone who is interested in the role of media as an influence on power and policy. It especially about the role of news journalism, NGOs and other activists who use communication for change. It looks at the context for those actors and their actions. It asks how much the Internet and social networks are changing advocacy. It takes an ethical and political rather than technological or theoretical approach. It ask whether the ‘public sphere’ needs to be redefined. If that is the case, I argue, then we need to think again about journalism, advocacy communications and the relationship between mediation and social, political or economic change. I would identify three overlapping, interrelated media dynamics that might add up to the need for a new notion of the public sphere: the disruption of communication power; the rise of networked journalism; the dual forces for online socialisation and corporatisation. This is not only a theoretical concern. From these dynamics flow all the other arguments about what kind of media we want or need, and what effect it will have on our ability to communicate particular kinds of issues or information. Unless we understand the strategic context of these changes we will continue to make the kind of tactical blunders that Kony2012, for example, represents. This is not just an academic question, it is an ethical, political and practical set of problems

Arts for All: Connecting to New Audiences

Summarizes discussions among arts leaders and experts at an April 2008 conference on how to build arts appreciation and participation in a new environment through better marketing, new technology, and audience research

Short video marketing: A good strategy for small businesses on TikTok?

Over the last years, what began as a dancing and lip-syncing app, is now one of the most revolutionary social media platforms for businesses. TikTok is the first algorithm-driven app that allows creators to reach an audience beyond their followers. Its features make the platform advantageous for businesses with low visibility and budget. The purpose of this dissertation is to explore how short video marketing on TikTok is strategically employed by small businesses. Starting from the literature review, which is focused on short video marketing and TikTok, the author was able to conduct interviews with fifteen small business owners to analyze their experience with the platform. Taking into consideration the research and the analysis, it is evident that the TikTok algorithm offers a powerful environment for small businesses with low reach and resources to promote their product or service to a broader audience. Within the main outcomes of the study, the author was able to identify that genuineness and closeness are what work better with the community of TikTok. While through other platforms, businesses captivate the users by exhibiting products, on TikTok, businesses catch users by entertaining them with stories and experiences. By simply analyzing TikTok’s insights they are able to measure their performance on the platform. Certainly, the results show that by staying close to the target, entertaining them, and following trends on TikTok, small businesses can increase their sales, clients, and reach

Digital Food Marketing to Children and Adolescents: Problematic Practices and Policy Interventions

Examines trends in digital marketing to youth that uses "immersive" techniques, social media, behavioral profiling, location targeting and mobile marketing, and neuroscience methods. Recommends principles for regulating inappropriate advertising to youth

Social Media, Marketing, and The Opera Singer

abstract: ABSTRACT This research is focused on technology in the arts, social media, and the opera singer. Topics include recent performance trends, social media, marketing techniques, and creating a successful brand. This paper also focuses on how to leverage social media platforms build a digital persona, and create an engaged audience. The same techniques used by corporations and opera companies for their social media and marketing strategy can be leveraged to increase brand awareness, build a strong network, and may aid in generating new opportunities for the opera singer. Key Words: Social Media, Opera Singer, Branding, Marketing, TechnologyDissertation/ThesisDoctoral Dissertation Performance 201

Social media marketing and advertising

Social media has recently gained tremendous fame as a highly impactful channel of communication in these modern times of digitised living. It has been put on a pedestal across varied streams for facilitating participatory interaction amongst businesses, groups, societies, organisations, consumers, communities, forums, and the like. This subject has received increased attention in the literature with many of its practical applications including social media marketing (SMM) being elaborated, analysed, and recorded by many studies. This study is aimed at collating the existing research on SMM to present a review of seventy-one articles that will bring together the many facets of this rapidly blooming media marketing form. The surfacing limitations in the literature on social media have also been identified and potential research directions have been offered

Designing Scalable Business Models

Digital business models are often designed for rapid growth, and some relatively young companies have indeed achieved global scale. However despite the visibility and importance of this phenomenon, analysis of scale and scalability remains underdeveloped in management literature. When it is addressed, analysis of this phenomenon is often over-influenced by arguments about economies of scale in production and distribution. To redress this omission, this paper draws on economic, organization and technology management literature to provide a detailed examination of the sources of scaling in digital businesses. We propose three mechanisms by which digital business models attempt to gain scale: engaging both non- paying users and paying customers; organizing customer engagement to allow self- customization; and orchestrating networked value chains, such as platforms or multi-sided business models. Scaling conditions are discussed, and propositions developed and illustrated with examples of big data entrepreneurial firms