Social CRM in Digital Marketing Agencies: An Extensive Classification of Services

The increasing relevance of social media triggered the adoption and application of Social CRM by different companies. In this context, digital marketing agencies must also adapt their services to address these transformations. This paper analyzes the literature and industry information about Social CRM to develop a classification of Social CRM services related to the digital marketing industry. The study validates the developed list with academic and industry experts in the field. This classification supports further studies and might guide companies when defining their Social CRM services.