Tom Hutchinson and focal press's "Web Marketing for the Music Business" is an informative book that is geared more to today's modern technology (pre-Twitter) and utilizing SEO, landing pages and social media aspects for promotion.
For the most part, what Hutchinson writes about is pretty much correct as I have worked with talent utilizing the same tools featured in his book. Chapter 7's search engine optimization, blogs, monitoring web traffic are very important in today's web marketing for not just music but any kind of business. But It was very smart for Hutchinson to include a chapter towards mobile music marketing, especially if you are geared towards international music and knowing that countries like Japan have gone full on mobile and physical sales are decreasing at a rapid rate.
"Web Marketing for the Music Business" comes with the following chapters:
CHAPTER 1: Development of Music Marketing on the Internet - Background on the Internet, iTunes and online environment
CHAPTER 2: State of the Market - Trends in music sales, music delivery and marketing and internet use
CHAPTER 3: Overall Music Marketing Strategy - Publicity, Advertising, Radio and Retail promotion
CHAPTER 4: Domains and Hosts: Nuts and Bolts - Web Site Basics, Domain Hosting
CHAPTER 5: Creating the Website - Website Goals, Designs
CHAPTER 6: HTML and Scripts - Flash, CGI Scripts, Web Widgets
CHAPTER 7: Optimizing and Monitoring Your Web Site to Increase Visitation - Search engine optimization, blogs, monitoring web traffic
CHAPTER 8: Audio and Video for your Web Site - Audio files, embedding music
CHAPTER 9: E-Commerce: Product Ordering and Fulfillment - Online retailers, e-commerce
CHAPTER 10: Finding Your Online Market - Market Segmentation, Tracking Consumer Behavior
CHAPTER 11: Successful Promotion on the Web - Search Engines, E-Zines, Grassroots and viral marketing
CHAPTER 12: Social Networking Sites - MySpace, Facebook, YouTube, BEBO
CHAPTER 13: Internet Obstacles - Web Site mistakes, Internet Marketing Ethics
CHAPTER 14: Mobile Media - Cell phone to Mobile, Mobile Social Networking
CHAPTER 15: Mobile Music Marketing - Music Goes Mobile
Online Resources for the Music Business
Overall, "Web Marketing for the Music Business" is a very good book that focuses on the basics and getting the manager, artist and even those pursuing a career in entertainment marketing, especially for those who are involved in marketing for music artists. Of course, there is much more information that can go into chapter 7 since searching engine optimization is important but you also need to know what you are doing and knowing the positives and negatives of a search engine. But again, this book is jut covering the basics and does a good job at that.
Definitely a book worth purchasing!