Cheryl Cole gets her hands dirty

As major labels work to connect with a fragmented audience, Cheryl Cole is in tune with the times. She has featured across all sorts of media platforms: MySpace users got a live webchat while Bebo users made videos for a chance to interview the star.

On Twitter, fans asked questions which Cole answered in a video on her website and MSN Messenger was given an exclusive video which became the site's most watched and commented on. "Cheryl really got her hands dirty. Lots of artists may not want to do this grassroots stuff, but she was totally committed to the job in hand," said Peter Loraine, general manager at Fascination Records, the label behind her album.

Peter Robinson, the founder of Popjustice.com, said the Cole release reflected a trend for micro-marketing. "Labels are tracking down potential fans and invading their lives," he said. "Previously you would have been made aware of an album through hearing it on the radio and [seeing] billboards. It was a blanket approach, and you were never really sure who your message was getting through to. But now labels can be pretty sure who they are reaching."

This forensic knowledge of an audience means that labels are, more than ever, able to produce pop albums they know will please fans.

Robinson says the marketing campaign of Cole's new alum 3 Words reveals that labels are still willing to invest time and money in talent such as Leona Lewis and Alexandra Burke when they are confident of seeing a return. "There is a lot more money riding on a lot less," he said.