Database Marketing Manager
Explore the Strategy of Database Marketing
Imagine that you work for a company specializing in electronic devices and gadgets. You have several new products arriving in your stores this week, and to spread the word, you decide to implement a direct mail campaign to neighborhoods near your stores. But is mailing to everybody the most effective approach? And what about technology and gadget customers who live just outside of those neighborhoods?
Database Marketing Guide
In this article...
If there were only a way you could just hit a button on a computer, and generate a list of all the people in these areas who might have a genuine interest in your product…
What is database marketing?
Database marketing is a form of direct marketing that uses databases of customers to generate targeted lists for direct marketing communications. Such databases include customers’ names and addresses, phone numbers, e-mails, purchase histories, information requests, and any other data that can be legally and accurately collected Information for these databases might be obtained through application forms for free products, credit applications, contest entry forms, product warranty cards, and subscriptions to product newsletters.
Using our opening example, a database at a technology store might well be able to produce a list of customers who had purchased similar products and might be interested in a new promotion. These databases, once built, allow businesses to identify and contact customers with a relevant marketing communication.
2011 Database Excellence Award Winners
- Farmers Insurance—Analytics and Modeling
- Microsoft—Technology Solutions
- Zions Bancorporation—Marketing Strategies
Source: National Center for Database Marketing Conference and Exhibition
Various businesses use database techniques to refine their direct marketing campaigns, including finance companies, retailers, technology vendors, internet service companies, insurance companies, and B2B companies.
Database marketing is particularly useful for large firms, which have large customer bases that generate huge amounts of transaction data. The larger the initial data set, the more opportunities that exist to find groups of customers and/or prospects that can be reached with customized communication.
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