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Driving The Future of Owned Media [Fame House White Paper]

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Volumes have been written about the power of social media to market music. But owned media- communication channels that you control- can be even more powerful, when done right. For a musician or labels, owned media includes websites, blogs, email and even playlists. 


The following is an excerpt from the Fame House White Paper, “Owning Your Audience: Building a Direct-to-Fan Strategy in 2016". Download the complete paper here.


By Kate Strollo, Senior Account Manager @ Fame House

As digital marketing continues to shift increasingly toward owned channels, several key trends are important to keep in mind as you develop your direct-to-fan marketing strategy.

‘Owned First’ Mentality

Though many tend to immediately associate the term “digital marketing” with social media, it’s important to take a holistic approach in developing a strong narrative across both owned and third party channels. Making owned assets a focus from the start of any marketing campaign will ensure you are developing your more valuable, owned audience from Day 1, rather than overly relying on socials to establish your career or campaign, and will maximize the potential of the existing audiences in terms of owned media vs. more expensive channel acquisition strategies. 

By prioritizing owned assets, brands can work to improve the overall user experience for their audiences by tailoring marketing activations specifically to the audience's preferences via email segmentation, fan club apps for the super fans, and more. Taking a multimedia (and multichannel) approach to this type content marketing will not only maximize the reach of your message, but can establish a lead funnel to better engagement with your growing audience.

Personalization via Data Capture

Social media has set a high expectation for consumers when it comes to personalized messaging. Audiences now hold the same expectations for other owned channels. The way we shape our communications will now be much more dependent on the data we are able to analyze from our fan base. What type of content are users responding to the most and how are they engaging with it? Does it make sense to message certain users a specific promotion vs. others? These types of question will allow brands and artists to develop more attention-grabbing content and create a more personalized moment per audience segment.

Other industries are already using these tactics regularly—and indeed, some of the larger players in music and entertainment are already using them well—but fan personalization is still the exception to the rule in music. In 2016, we expect to see personalization become the norm as the tools to do so become more readily available and affordable.

Turning Native Ads Into Owned Content

Brands have taken a turn toward native advertising to more organically promote their product or service within the context of the user’s experience. For example, a brand can place an engaging piece of festival video content seamlessly into an editorial piece on a dance music blog. This type of ad format could potentially allow content creators to turn their advertisements into owned media based on user feedback. For example, a content creator could test a video or piece of journalism as an advertisement on a similar platform. Depending on how well the content is received (Is it driving web traffic? Are users engaging with the content?), the content creator has the option to take this and turn it into an owned asset. In our example, this could translate to a web series or blog.

Developing one’s owned media channels not only strengthens the bond between a brand and fan, but allows the brand to more organically tell their story with an emphasis on personalized, experience-based strategies. Using our tools to gather meaningful data and further integrate our findings into the creative process will produce more engaging pieces of media, ensuring the longevity of one’s owned properties.

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