Singapore (ad-wow.com, 28 Feb 2006) - To target music lovers of the next generation,Warner Music, isexpanding its marketing efforts towards mobile content such as ringtones and internet music. This marketing trend is gaining steady success for the company.  

From selling cassettes to marketing shiny CDs, the music industry has indeed come a long way. “Traditional mass media for A & P offers mainstream reach. But, digital platforms offer the prospect of a complimentary and highly targetable medium to sell our music,” explains Jack Lee, New Media Marketing Manager. “To tap the market’s potential, we have moved into areas such as ring tones for mobile phones, while seeking non-traditional partners like telcos and IT companies to cast a wider net.”

In a bid to widen their database, warnermusic.com.sg was also launched to steadily gain local sign-ups and increase their online presence.

Yet, creatively packaged music continues to play a part in marketing. Conventional A & P such as event marketing, retail display and outdoor media still works by instilling awareness and motivation. “However, being able to touch, see and shop for the music is a different experience all together,” muses Marketing Manager, Simon Nasser. “It comes down to tactically selecting the right partners and media to create that purchase.”

Facing the growing generation-Y, it remains key to understand the target audience. Working closely with Warner Music, AdWOW! believes that opportunity lies with insightful marketing and the drive to impress, with you.