Contents

• The report answers the following question on the case study –
• As reported in the case study, “despite growth in subscribers and revenue, Napster has experienced significant net losses” (Chaffey et al 2009, p.323) and will continue to do so, atleast in the short run.
• Your task is to imagine you are the Creative Director of the marketing company that has been recruited to develop a campaign for Napster to bring the company into profitability.
• Consider the 8 characteristics of Digital media as discussed by Chaffey et al (2009, pp 450-454) and critically evaluate these characteristics as they apply to Napster. Develop recommendations and strategies for each of the 8 characteristics for Napster to enable the company to better understand and communicate with their customers. What can Napster do to reach a more profitable outcome? Ensure that you incorporate internet marketing concepts in your analysis. Remember to ‘Define’, Discuss’ & Demonstrate – Define concepts, Discuss these and demonstrate by applying the concepts to the company.

Description

In this report, marketing communication strategies have been developed which can be used by Napster to attain a competitive advantage. The role of digital media as a communication tool has been highlighted to promote Napster services online. The digital revolution has drastically changed the way the business used to work along with other activities of learning and communication. It is recommended that Napster should use digital media marketing strategies for effective communication and reach widespread target audience.
The digital media communication tools comprise of search engine marketing, social marketing, online public relations, viral marketing, affiliate marketing and banner advertisements which can play an effective role in reaching the target audience across the geographical boundaries.
Digital media marketing offers cost effective communication solution and helps an organization to increase its competitiveness. The report highlights on how digital marketing strategies can be used to help Napster gain competitive advantage in online music marketing, expand their customer base, increase business profits and reduce the burden on company’s advertising budget.