Which one are you talking about today?
Read a couple of articles yesterday focused on mobile marketing and the music business. One headline talked about a 360 degree mobile strategy and one talked about making 1.8 million connections.
The one talking about the 360 degree mobile strategy was a PR piece that touted this for Universal Music Group. Reading through the PR speak, Universal has simply chosen a content strategy and a vendor with some cool tools to help deliver content to mobile.
The other article describes massive amounts of fan interaction for teen star Justin Bieber. His label, Island Def Jam, is using the multiple sub channels of mobile as part of a larger Web, social media and community initiative to truly deliver a 360 degree customer experience. Ringtones, video, Twitter, fan community…and they didn’t forget the old-school fan hotline. Once they get the iPhone app out they will be hitting on all cylinders.
And all of it drives sales of content, which is exactly what the customer wants. They want constant news, statements from the star on Twitter, pictures, video, and easy access to the music. And they will pay for content.
OK, I am sure that the Universal Music Group has got a lot of this going for a lot of their artists. It just struck me that the contrast between these two PR articles is an example of how you should and shouldn’t look at your marketing strategies.
The tools are all out there for you to create customer engagement. Don’t get distracted by cool tools, the tools are not your strategy.
Know your customer, know what they want, know where they are, know how they interact with content and then provide it to them everywhere they are with a great user experience that keeps them coming back.
