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Record Label Marketing by Paul Allen, Amy Macy, Tom Hutchison

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14 Internet Marketing

Thomas Hutchison

The Internet

The Internet has become a powerful force in marketing and commerce and now accounts for an ever-increasing percentage of retail sales. Forrester Research reports that e-commerce in the United States is expected to grow from $95.7 billion in 2003, to $230 billion in 2008. According to Jupiter Communications, 25% of online adults had purchased physical CDs over the Internet by 2003. Legal digital music distribution is projected to grow from 4% of online music spending in 2003, to 27% by 2008.

In the recording industry, the web has become useful to create awareness and demand for artists and their recordings. But the web is also capable of electronically delivering the product to the customer—a ...

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