Digital customer relationship management in music industry : Sony Music - an internet company?
Piippa, Elina (2009)
Piippa, Elina
Jyväskylän ammattikorkeakoulu
2009
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-200909254686
https://urn.fi/URN:NBN:fi:amk-200909254686
Tiivistelmä
Digital customer relationship management in music industry –research studied customers and customer behavior in an online environment. Digital customer relationship management (CRM) was researched from the music industry perspective. Customer communication in online environment is studied in order to create new tools and opportunities to communicate with customers. Customer involvement, means of getting customers part of marketing and possibilities of crowdsourcing was studied in this research.
Qualitative method has been used in order to create valuable results. Methodology used is case studies. Tune, Anna Abreu, Sony Music website, Promocard and Open disk were used as case studies to bring the results into practice and to create a competitive edge for these products.
Research results show that customers have changed, which creates pressure in creating new communication models in an online environment with customers as well as new business models. Customers should be more involved with companies, and marketing should be created with the aid of customers. As there is no scarcity in online environment, the currency used in measuring success is attention. After attention is gained it can be monetized.
Recommendations for Sony Music offer innovative ways of benefiting from current technologies and assets, but also new possibilities in creating better customer relationships in online environment.
Qualitative method has been used in order to create valuable results. Methodology used is case studies. Tune, Anna Abreu, Sony Music website, Promocard and Open disk were used as case studies to bring the results into practice and to create a competitive edge for these products.
Research results show that customers have changed, which creates pressure in creating new communication models in an online environment with customers as well as new business models. Customers should be more involved with companies, and marketing should be created with the aid of customers. As there is no scarcity in online environment, the currency used in measuring success is attention. After attention is gained it can be monetized.
Recommendations for Sony Music offer innovative ways of benefiting from current technologies and assets, but also new possibilities in creating better customer relationships in online environment.