It's a buzz phrase that died a few years ago but it's regaining momentum. I did like this quote from the author, Gerry Brown:
One thing is clear though – the advertising and marketing crowd understand that the web is a vital source of market information and a potent channel of communication to potential customers. As the market matures and market leaders emerge, there will be a fast ramp up of spend. CRM might have become somewhat discredited, but broader Enterprise Marketing Management solutions powered by the web will become ubiquitous.
Source: IT Director