The impact of sales when marketing a unique direct-to-consumer bundle to a niche music market on Facebook

The purpose of this study is to determine the impact on sales when marketing a unique direct-to-consumer package on Facebook through “status updates.” Record labels are exploring new methods to increase their profits and have shifted their marketing practices to utilize emerging online platforms to market their products. In order to accomplish this, labels are offering exclusive packages or “bundles” through unique webstores. Labels market these bundles by utilizing new platforms, such as Facebook, which allows them to target passionate fans. As a result, record labels can create unique marketing messages, tailored to a specific group of fans. Currently there is a lack of empirical data analysis that determines if Facebook status updates have any impact on direct-to-consumer bundle sales. This study examined three status updates from two different artists with established fan bases on Facebook. Data was gathered and analyzed by web analytic tool including Google Analytics. Success was determined by comparing the number of bundle sales twenty-four hours before the status update and the number of bundle sales twenty-four hours after the status update was published. The study revealed that marketing a direct-to-consumer bundle via Facebook status updates did have a direct impact on sales. Specifically each status update saw an increase in sales 24-48 hours after it was published.