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An Overview about
Database-Marketing
A Definition:
Database-Marketing is a technique where you use ALL the
information available within your companies databases as
well as ANY useful external information to either improve
or enhance your Marketing efforts, or on the other hand
evaluate new markets or the potential of new products,
that you plan to launch.
Database-Marketing achieves this by extensive use of
database-systems and database-related tools.
To get a more detailed insight into
Database-Marketing (how it works, about its tasks, which
tools to use, or simply where to get support for it)
select a topic from the menue on the left side.
Why should you use
Database-Marketing?
- Competition is trying even
harder to capture market-share from other
companies
- Customers expect to be
serviced better and more precise
- Marketing resources (i.e. the
budget) are cut down to the very minimum required
- Mass-Marketing no longer
works: customerized and individually-tailored
Marketing efforts are necessary
- ROI-calculations are getting
more and more important: Marketing as an
investment
If any of the above
mentioned statements is true, you should seriously
consider to implement Database-Marketing!
Database-Marketing is a tool, that efficiently can help
to improve your Marketing efforts, lets you measure
results of activities, and - last not least is a perfect
tool to improve customer-service.
What can Database-Marketing do for
you?
- Get to know your customers a
lot better
- Evaluate your customers value
- Learn how to distinct between
valuable customers and not that valuable ones
- Service your customers better
- Select target-markets for your
marketing-activities more carefully
- Calculate your customers
life-time value
- Evaluate diverse propensities
indicators
- Calculate the potential of new
markets / new target-groups / new products within
your database
Standard methods often cannot
answer the most relevant questions of a Marketer, nor do
they provide a point-and-click GUI interface for ad-hoc
queries of information, that even can be handled by the
primarily creativity- and certainly less
systems-orientated Marketing managers.
Database-Marketing interfaces between the ad-hoc needs
and the existing systems environment with all its data.
It gives the marketers the unique chance to pull down
information with only few mouse-clicks.
How can you profit from
Database-Marketing?
- Being more precise with one's
activities saves time and resources.
- Targeting your market-segment
more precisely saves money.
- More precise targeting
increases customer-satisfaction (providing the
right information at the right time to the right
customer). Increasing customer-satisfaction
improves business-performance in the long run.
- Response-rates from
direct-mailings will dramatically increase <=>
returns will considerably decrease.
- Costly market-researches can
often be pulled down from internally available
information
Database-Marketing saves time,
resources and money. Even if you don't have to cut down
your budget, you still have more to spend since
Database-Marketing will help to waste as little as
possible.
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