Tags |
|
|
Links |
|
|
Advice You - The 20 Things You Must Know About Music Online
I was on a panel recently at a music industry event here in Birmingham. The topic was ‘Is this the best time ever to be in the music industry?’. Naturally, there was some debate. My brief was to come up with some simple tips for coping -- and thriving -- in the music industry in these ‘be
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
st of times’. So I drew up a list of bullet points to discuss.
I was originally aiming for a top 10 list — but there are more things than that to understand if you’re going to make any headway in the music business online. So I made it a top 20.
In no particular order (but numbered so y
I was originally aiming for a top 10 list — but there are more things than that to understand if you’re going to make any headway in the music business online. So I made it a top 20.
In no particular order (but numbered so y
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
ou know where you’re up to):
1. Don’t believe the hype: Sandi Thom, the Arctic Monkeys and Lily Allen are not super famous, rich and successful because of MySpace, and nor because they miraculously drew a crowd of thousands to their homegrown webcast. PR, traditional media, record labels
1. Don’t believe the hype: Sandi Thom, the Arctic Monkeys and Lily Allen are not super famous, rich and successful because of MySpace, and nor because they miraculously drew a crowd of thousands to their homegrown webcast. PR, traditional media, record labels
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
and money were all involved.
2. Hear / Like / Buy: It’s the golden rule. People hear music, then they like music, then they buy music. It’s the only order it can happen in. If you try to do it in any other sequence, it just won’t work.
3. Opinion Leaders Rule: We know the importance of
2. Hear / Like / Buy: It’s the golden rule. People hear music, then they like music, then they buy music. It’s the only order it can happen in. If you try to do it in any other sequence, it just won’t work.
3. Opinion Leaders Rule: We know the importance of
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
radio and press. There are now new opinion leaders who will tell your story with credibility. You need to find out who they are — or better yet, become one of them.
4. Customise: A tailored solution at best, or at the very least a bespoke kitset approach to your web presence is crucial.
4. Customise: A tailored solution at best, or at the very least a bespoke kitset approach to your web presence is crucial.
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
An off-the-shelf number will almost guarantee your anonymity.
5. The Long Tail: Chris Anderson has pretty much proved that the future of retail is selling less of more. Put everything online. Expand your catalogue. You will make more money selling a large number of niche products than yo
5. The Long Tail: Chris Anderson has pretty much proved that the future of retail is selling less of more. Put everything online. Expand your catalogue. You will make more money selling a large number of niche products than yo
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
u will selling a few hits.
6. Web 2.0: Forget being a destination — become an environment. Let your customers tag and sort your catalogue. Open up for user-generated content. Your website is not a brochure — it’s a place where people gather and connect with you and with each other.
7. C
6. Web 2.0: Forget being a destination — become an environment. Let your customers tag and sort your catalogue. Open up for user-generated content. Your website is not a brochure — it’s a place where people gather and connect with you and with each other.
7. C
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
nnect: Learn how to tell a story, and learn how to tell it in an appropriate fashion for web communication. Think about how that could be translated for both new media and mainstream PR outlets.
8. Cross-promote: Your online stuff is not a replacement for your offline stuff, and nor does
8. Cross-promote: Your online stuff is not a replacement for your offline stuff, and nor does
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
it exist independently of it. Figure out how to make the two genuinely intersect.
9. Fewer Clicks: This is especially true if you want somebody to part with their money. If I have to fill in a form, navigate through three layers of menu and then enter a password, I don’t want your music
9. Fewer Clicks: This is especially true if you want somebody to part with their money. If I have to fill in a form, navigate through three layers of menu and then enter a password, I don’t want your music
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
any more.
10. Professionalism: Have a proper domain. MySpace is not your website. Learn to spell. Use high-quality photography. Get a web designer who understands design — not just code.
11. The Death of Scarcity: Understand that the economics of the internet is fundamentally different
10. Professionalism: Have a proper domain. MySpace is not your website. Learn to spell. Use high-quality photography. Get a web designer who understands design — not just code.
11. The Death of Scarcity: Understand that the economics of the internet is fundamentally different
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
to the economics of the world of shelves and limited stock. Know that you could give away 2 million copies of your record in order to sell a thousand.
12. Distributed Identity: From a PR perspective, you are better off scattering yourself right across the internet, rather than staying pu
12. Distributed Identity: From a PR perspective, you are better off scattering yourself right across the internet, rather than staying pu
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
t in one place. Memberships, profiles, comments, and networks are incredibly helpful.
13. SEO: You need to understand how Search Engine Optimisation works, and how you can maximise your chances of being found. Be both findable — and searchable.
14. Permission: This is very basic stuff.
13. SEO: You need to understand how Search Engine Optimisation works, and how you can maximise your chances of being found. Be both findable — and searchable.
14. Permission: This is very basic stuff.
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
Don’t spam. Let people opt-in. Make the information you send them relevant, useful and welcome. Long lists of dates and events are impersonal and feel like work. Personalised messages seem far more important.
15. RSS: Provide it, use it and teach it. Relying on people to come back to vis
15. RSS: Provide it, use it and teach it. Relying on people to come back to vis
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
it your website is ultimately soul destroying. So is always making more content all the time. RSS is the single most important aspect of your site. Treat it as such - but remember it’s still new for most people. Help your audience come to grips with it.
16. Accessibility: Not everyone ha
16. Accessibility: Not everyone ha
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
a fast computer or high speed access. Not everybody has the gift of sight. Make everything you do online accessible. Make your site XHTML compliant. It’s easy to do, it’s important, and it stops you from turning people away at the door. You wouldn’t have a shop without wheelchair access,
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
would you?
17. Reward & Incentivise: Everything is now available all of the time. Give people a reason to consider you as part of their economic engagement with music. A 30-second streaming sample is worse than useless.
18. Frequency is everything: Publish daily. There’s nothing more s
17. Reward & Incentivise: Everything is now available all of the time. Give people a reason to consider you as part of their economic engagement with music. A 30-second streaming sample is worse than useless.
18. Frequency is everything: Publish daily. There’s nothing more s
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
ad than an abandoned website or a disused forum. Search engines prioritise active sites. You want people to come back? Give them something to come back to that they haven’t seen before.
19. Make it viral: Whatever you do, make it something that people will want to send to other people. Y
19. Make it viral: Whatever you do, make it something that people will want to send to other people. Y
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ur best marketing is word of mouth, because online, word of mouth is exponentially more powerful.
20. Forget product — sell relationship: The old model of music business is dominated by the sale of an individual artefact for a set sum of money. iTunes is still completely old school. The
20. Forget product — sell relationship: The old model of music business is dominated by the sale of an individual artefact for a set sum of money. iTunes is still completely old school. The
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
new model is about starting an ongoing economic relationship with a community of fans.
And a bonus:
21. The chart is a mug’s game: Not only is the top 40 singles chart entirely meaningless, it has even stopped working as a promotional tool. Don’t aim for the chart — aim for a sustainabl
And a bonus:
21. The chart is a mug’s game: Not only is the top 40 singles chart entirely meaningless, it has even stopped working as a promotional tool. Don’t aim for the chart — aim for a sustainabl
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
e career.
And that’s what I came up with. I didn’t have time to elaborate on most of them during my presentation, and so I have gone into more detail on each of these points one at a time, in order to explain each of those core principles in more depth on the New Music Strategies website
And that’s what I came up with. I didn’t have time to elaborate on most of them during my presentation, and so I have gone into more detail on each of these points one at a time, in order to explain each of those core principles in more depth on the New Music Strategies website
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.adviceyou.org.ua/article/47978/adviceyou-The-20-Things-You-Must-Know-About-Music-Online.html">The 20 Things You Must Know About Music Online</a>
BB link (for phorums):
[url=http://www.adviceyou.org.ua/article/47978/adviceyou-The-20-Things-You-Must-Know-About-Music-Online.html]The 20 Things You Must Know About Music Online[/url]
Related Articles:
Do I Really Need To Include Cover Letters With My Resumes When Applying For Jobs?
Internet Marketing - How To Build A Nice Income
Bookmark it:
|