emi, marketing, music

Missing a marketing opportunity

EMI is my favorite record company. They got that position when they stopped using DRM on their music back in April. The marketing value of that move was probably worth millions.

Yesterday I did a presentation for the nice people at EMI Norway and during my preparation I did a Google search for “buy high quality music“. And guess what. The EMI press release about leaving DRM in iTunes is hit number one.

The press release was linked to from thousands of web sites. The page with the press release has Google Page Rank 7 while the home page of EMI Music has page rank 6.

Meaning that they are hit number one on several searches. Like “superior sound quality downloads” and a couple of others.

In other words. That page will get traffic for years. Traffic from people wanting to buy music etc. And this is where EMI (and I guess most companies that publish press releases) miss something important.

What’s on that page? That valuable page with a very high page rank. The press release. And some site navigation.

Companies should plan for this. When they have a press release that will get some attention they should think about what they put on that page. They should think about what words they use. And how they can lead people further into their web site.

So for EMI this page is very valuable. And they still have possibilities. As long as they don’t change all the content they can add stuff to this page and keep their Google Page Rank.

EMI, what are you waiting for?

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