THE APPLICATION OF DIGITAL MARKETING TOOLS FOR MUSICIAN FULVIO ALBANO AND HIS LABEL: JAZZ CITY RECORD

In the 21 st century, century of technology, automation, advancement, humans have changed the way they receive, spread, exchange information. They changed from letters to email, message; from newspaper, magazine to websites and open Google to find information instead of going to library. The Internet creates unprecedented opportunities and challenges for the market and any entrepreneur with early access to knowledge of online marketing will have a great advantage in the competition for the market share. The application and development of digital marketing field are well-known among professional marketers and big companies but for the small-medium entrepreneur, the concept of online marketing just become popular for several years and increasingly proved effective in comparison with the old-fashion way of marketing. Marketing will develop with new trends, focus more on consumer-oriented, saying what they want to hear, not what the marketer wants to say. One-way mass media (one source to many readers) will gradually be replaced by social media (from many sources to many). And the information will be personalized to reach the right target audience that marketers want. That is the general concept of online marketing communication. Consumers' shopping and searching habits are also changing a lot today. They can completely use the internet to searching for the items and all the related information, which it will save the maximum time and money instead of going to find stuff in the street by visit tons of traditional shops. Grasping and taking advantage of this, businesses will have a certain advantage in the fierce competition on marketing. The potential of online marketing communication can change a lot of industries, one of them is music. The music industry has undergone a huge change with the arrival of new technologies. The dematerialization of music happened almost overnight. CD era was replaced by the digital era and new players appeared on the scene. Not only digitalization happened, but consumer’s habits have changed too. The way people listen to music nowadays has changed completely from a big, heavy CD reader to a really small, convenient device called smart phone. Especially new generations, they consume music on the way, while they drive, run, walk or travel. Understanding the necessity of online marketing, Mr.Fulvio Albano, a jazz musician, decided to formulate a digital marketing plan for himself and for his record label to keep update with the change in technology and not be astound when there are any changes in the market. He understands that even he got the experience and a position as a successful musician, the way of marketing in the digital age become a factor that can change his position in the world of Jazz. Moreover, the media trends are changing very fast and a long-term vision is necessary. This is the reason why I choose the subject:” THE APPLICATION OF DIGITAL MARKETING TOOLS FOR FULVIO ALBANO AND JAZZ CITY RECORD” in order to make some proposals of Digital Marketing which Fulvio need to operate in this recent period.