by Stephanie Overby

How Social CRM Customizes Marketing, Brings New Revenue

Mar 18, 20131 min
CRM SystemsEnterprise ApplicationsSocial Networking Apps

Segmenting customers and watching their habits on Facebook and other social networks shows the music company how to customize its marketing.

EMI Music seemed as well-positioned as any record company to embrace the digital music age. It launched its first website in 1993, streamed its first complete album over the Internet in 1998, and was the first to release a digital album download in 2001.

In recent years, EMI shifted its marketing focus online as well. But its geographically dispersed and disjointed marketing teams simply took what they had always done–mass marketing of music–and digitized it.

[ Related: Social CRM Offers Big Rewards If You’re Persistent ]

To continue reading, register here to become an Insider . You’ll get free access to premium content from CIO, Computerworld, CSO, InfoWorld, and Network World. See more Insider content or sign in.