The Digital Revolution is often a song of heartbreak, sung in minor keys without harmony or encore on the farewell tour of the retiring music business model. But as quickly as Heavy Metal was exchanged for Grunge, music industry innovators like ECHO Music are rocking and rolling the industry with a fresh new melody. Although the arrangement is influenced by each individual artist, Search Engine Optimization and Email Marketing are always two important foundational tracks.
Search Engine Optimization Protocol
As search engines such as Google still remain the primary way consumers surf the internet, optimizing one’s web presence to correctly “speak Google’s language” is becoming a vital aspect of every successful online marketing strategy. As a digital marketing consultant at ECHO, I investigated Search Engine Optimization best practices and industry case examples, audited a variety of client websites for compliance, and created a SEO Protocol and Checklist that was adopted into the client site creation process. The SEO Protocol was accompanied by a SEO Guide created to educate those without prior knowledge or experience in the field to the strategy behind SEO, the terminology, and the tools to measure its effectiveness.
Email Frequency Analysis
As the designers and administrators of artist and client email marketing campaigns, ECHO reaches hundreds of thousands of fans each day with messages supporting an upcoming tour, album launch, or a variety of other promotions. Thinking strategically, I designed a frequency analysis measuring the effectiveness of different email distribution schedules and identified an “email threshold,” the point where the costs associated with sending an additional email outweighs the benefits. To influence clients to adopt ECHO’s improved email strategy, I created a presentation for artist managers that documented the benefits of the new strategy, industry best practices, quotes and statistics from credible sources, an analysis of the data, and strategic recommendations for the future.
Chase Pattison I MBA Graduate 2009 I Owen Graduate School of Management I Vanderbilt University I Nashville, TN
