A STUDY ON DIGITAL ENTERTAINMENT MARKETING: THE CASE OF A DIGITAL MUSIC PLATFORM

Abstract

Purpose- In the study, the subject of entertainment marketing is investigated, while the entertainment industry is discussed. However, this study aims to examine the effect of digitalization in entertainment marketing by researching new entertainment concepts throughout digitalization. Furthermore, the digitalization of the entertainment industry and to reveal its conversion, digitalization and its marketing in the music industry is examined. Methodology- Due to the study being designed as exploratory research, the case study method is used. As a research method, the case study method allows for an in-depth understanding of the cases, while focusing on a specific subject, it requires examining the conceptual structure of the cases. Accordingly, the study employs one of the purposive sampling methods, the typical sampling method. Typical case sampling is conducted by choosing one or more of the most typical cases among a series of cases where the researchers aim to introduce a new application or innovation. In this context, a new digital music application is discussed as a typical case, the entertainment marketing applications of digitalization are revealed by trying to gain a perspective via this application. Findings- The analysis reveals that it is significant to exist in the digital world of the entertainment industry as differentiated from the competitors. On the other hand, it is emphasized that digital entertainment products, namely content, are perishable due to rapid consumption and rapid change in consumers' tastes and wants. Customization of the content and increased consumer engagement emerges as important strategies in digital entertainment marketing. Digital marketing channels are also important to choose the distribution channel of digital content, and successful promotional activities might be achieved, especially with the use of social media and influencers. Last but not least, the importance of adapting the marketing strategies of digital entertainment platforms to the global consumer is revealed. Conclusion- The product life cycle of digital entertainment content is short, and businesses must keep consumers dynamic to survive in the digital world. It is concluded that the implementation of user experiences such as personalization of content and consumer participation is important to increase consumer engagement in digital content marketing with typical case sampling applied through one-on-one interviews. It is also concluded that the content that corresponds to the product of traditional marketing is up-to-date and the convergence, which is one of the concepts of entertainment marketing mix and especially representing the use of technology is up-to-date, and it has a significant effect on the marketing of the content to stay dynamic and keep the users in the application. Keywords: Entertainment, digitalization, entertainment marketing, digital entertainment marketing, typical case sampling JEL Codes: M30, M31, M39