EMI Music UK has selected Flytxts Neon Usable Mobile Marketing platform to run mobile campaigns across all its record labels, as part of a new, long-term digital marketing strategy.
EMIs marketing team is using Neon to set up and runsophisticated mobile campaigns, delivering a range of value-added services to consumers, including competitions, special access to events, artist information, pre-release information, mobile content and sales promotions. Thanks to Neons built-in APIs, EMIs mobile marketing activities are fully integrated with its existing email, Web and WAP marketing suppliers.
Flytxt says that Neons usability was key to EMIs decision to go for the platform. All campaigns are set up and managed by EMI marketers who have full visibility of the response to campaigns, including WAP clickthroughs. 
By integrating with Neons built-in APIs, EMI Music UK was quickly able to integrate their existing Web sign-up form with Neon to get confirmed opt-ins for mobile marketing. Neons data import and export capabilities enables EMI to use its existing CRM databases to drive marketing campaigns. Neon captures further consumer profile information during campaigns, and the additional data is exported back to EMI Music UKs CRM system to enhance their email and direct marketing campaigns. By integrating with Neons tracking API, EMI will be able to track mobile-initiated customer visits to their WAP sites and so optimise its WAP offerings, and drive music and mobile content sales.
We are confident that Neon is the right mobile marketing solution for us says EMI Music UK CRM Manager, Shai Eilon. Flytxt was selected based on three criteria – usability, technology and experience – and demonstrated their ability to support our CRM strategy. We are happy to be working with Flytxt and using Neon to best communicate to our consumers via mobile.