Results of an industry survey on digital music and promotions raise the question whether the digital and mobile industries fully understand what it takes to reach consumers.
Promo Magazine and Hip Digital Media conducted the online 2007 Digital Music Promotion Poll, which was supported by The Orchard and GMR, an entertainment marketing agency. More than 300 brand marketers and agencies were commissioned to contribute opinions on new digital opportunities for brands to attract customers.
Results showed that 57 percent of respondents feel they are not leveraging “new” digital media effectively when promoting their brands. Additionally, 52 percent reported they were not sure how mobile campaigns can be effective when driving loyalty, incentive and promotion programs.
As digital downloads continue to play an important part in brand marketing, 49 percent of brand marketers polled stated they are unsure how music or ring tones could help promote their products. Seventeen percent do not have the technology to implement a program of this type.
Almost 44 percent of respondents offer music downloads to customers as part of their brand campaigns; 56 percent already offer some type of loyalty or incentive program to consumers.
Fifty-one percent of respondents offer pin-code redemption to redeem incentives. Thirty-eight percent offered the ability to download online music, and 19 percent gave access to incentives via mobile phones.
When asked to rank the effectiveness of online redemption of digital services, 27 percent said they would be interested in pursuing more options of this nature, with 28 percent stating they had a good experience with it and will pursue it again.