So You've Heard About Database Marketing . . .Now What Is It?
It’s data-driven marketing that evolved from
direct marketing. Database marketing is designed to increase repeat sales, product
extensions, cross-promotion of products or services, customer loyalty and new channels of
distribution. What
Does Database Marketing Provide?
Database marketing provides the tools for
"relationship marketing," which is the buzzword in marketing today. Relationship
marketing is the process of building and managing collaborative customer and other value
chain relationships which increase your customer value, retention and profit. Because
businesses recognize the need for relationship marketing, they are focusing on retaining
and satisfying their customers and working with them to anticipate needs and customize
products.
What Is Involved in Database
Marketing?
Database marketing involves building and managing
your existing database that track the lifetime value of your relationship with each of
your customers.
We suggest three steps in database marketing:
1. A marketing program is constructed to generate
data
2. Pertinent data is captured and stored
3. Data is analyzed and used to improve the next
marketing program
|
