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Example research essay topic: B 2 C Wide Range - 1,204 words

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Industry and Company Being the music lover that I am, it is important to me to stay up to date with the bands I follow as well as be able to find good places to see live music. This becomes a difficulty when traveling abroad as I am this summer. However, with the ease of the internet and the e-business strategy of Jambase. com, I am able to find current news, music merchandise and concerts most anywhere in the modern industrialized world.

With the slogan Go see live music, Jambase seeks to promote the live music and concert industry by providing a database of band schedules and venues that are easy to search through on their website. Originally started in 1998 as a mere way of listing when and where shows were in the jam-band genre of music, the site has developed into an online music community that, while still providing the same basic service, also offers music, merchandise, news feeds, online memberships and music and artist promotion in a successful e-business platform that is unique and easy to use. Jambase is successful in large because the creators of the site and those who run it are themselves music fans and share the same interests with the site users. Jambase works as a business because for each listed show that one may search for, links are generated to the band and venue websites as well as to ticket sellers for which Jambase earns commission on. Jambase also provides its own ticket service for customers to purchase tickets. Bands and venues do not need to pay to be listed in the data base, however, the site provides promoters and advertisers a great marketing tool because of how targeted the market is.

Jambase mentions this on their About page as well, offering advertisers a niche group of viewers that allows them to cut through the clutter of the internet to reach dedicated fans. Other areas of the site that add to the user experience and the value of the site are the ease with which one can be linked to another site to purchase music, the various online merchandise stores, free membership subscription and up to date music and news feeds. The site operates in a fairly competitive market as anyone can set up a similar site and provide the links to ticket and music sales. However, what Jambase does have that creates a strong competitive advantage for them is a highly targeted market as they have created a strong user base among the jam-band genre from which they emerged. The fans are interested in the music and have strong loyalty as users. Also, as this music genre is constantly expanding, the sites appeal is reaching an ever larger number and has begun to offer its resources across many different genres of music and geographic regions.

The branding that the site has accomplished has also come a long way as it made it through the dot-com crash and recently developed a new logo and website. The strong brand along with the growing customer base allows Jambase to succeed. As a user of the site myself, I find the site an excellent resource for not only finding live music, but also for finding new music in general. This is largely because the advertising is so well targeted, not to mention, that as a user, I am actively pursuing these ads to find what I am looking for.

Because the advertising on the site, with the interest in music as the main engagement device, is so effective and accounts for such a large part of the businesss revenue, it is this aspect of the main website I will focus my analysis on. Website and Strategy Analysis Upon entering the Jambase homepage, the user is presented with a catchy logo and a search menu for one to locate concerts. Along with this the user is drawn towards a Featured Articles section which offers inside news on the music scene. There are also both a show and CD review section which provide recaps and opinions on new shows and releases from a wide range of artists. And because the entire business is online, the reviews can easily come from all over and encompass a wide range of music. With all of this information, the site becomes much more than a place to find out where your favorite band is playing.

The site becomes a prime example of one of the infomediaries we discussed in our lecture. As an intermediary, the site functions in a B 2 B 2 C, or C 2 B 2 C in some instances, fashion whereby a band or event promoter that is a customer of Jambase can post information or advertisements on the site to be viewed by an individual who expresses some type of interest towards the material by visiting the site in the first place. The audience of the site is drawn to it because of the common interest in music, however, once on the site, there are many various transactions and resources the user can explore quite easily. It is also key to note here that because the site is used by those seeking out information, the nature of the business has to be very user based. What Jambase does effectively is connect the user with a predisposed interest to content where targeted advertisements appear. As Mr.

Armstrong, Googles Advertising Director of North America, said in The Economist article we read, On the internet advertisers have no choice but to go with the user (Ultimate Marketing Machine, pg 5). This creates value for Jambase because the ads that appear can easily reach the appropriate audience. This seems to be an effective and profitable system for Jambase. Adding to this a user-friendly and simple website, Jambase becomes a very valuable network. From looking at the main website, it is evident that the site generates much of its revenues from ads.

Aside from its own links on the main page, the user is presented a wide array of advertisements from new CD releases to various concerts and festivals. What is most effective about these ads is that most of them are customized. They are not obnoxious animations or pop-ups, nor are they as simple as most of the generic text link ads like those provided by Google. (The site does also have a number of Google ads located at the bottom which are important in the business strategy because they create additional revenue as well as help advertisers target the appropriate people because the Google ads can change automatically with different location for example as users can access the site from all around the world). This allows the site to charge higher rates for putting up these ads because they take up more space and reach a very specific market without an intermediary like Google Adsense for example. Because there is no physical store or business for Jambase, the business model falls under a Pure Play as we discussed in our B 2 C lecture. Under this category they could also be labeled as somewhat of a Niche Leader since they target a specialized and educated audience.

Because the site is in fact s...


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