WebSales 101:
Database Marketing
While the term "database marketing" may sound impersonal,
in truth, it represents the most personal way of reaching out to
prospective clients. It entails developing databases of prospective
clients and targeting these prospects with appropriate offers. As
time goes by, it becomes possible to target these prospects with
offers that increasingly meet their needs. For example:
- Seasonal promotions for customers who have bought seasonal items
in the past.
- Package incentives for customers whose orders tend to be small.
- "We miss you" offers for customers who have not purchased
for a long time.
- Targeted offers of products for customers who have bought related
products.
The fact that database marketing targets people's situations and
lifestyles make the response to such campaigns notably enthusiastic.
Effective database marketing entails:
- Buying and building high quality contact list. This involves
investigating, testing and evaluating the data that is available
from various sources and developing strategies to continually
accumulate new contacts.
- Conducting marketing campaigns, including developing the offers
to be made, choosing the medium to be used (postcards, newsletters,
emailers, or direct phone calls), creating materials (including
copy writing, graphic design and production), and distribution.
- Tracking results of marketing campaigns as a means of continually
improving the campaign and preparing for on-going marketing.
MarketBigger can work with you to identify compelling targets
for your products and services, and maintains partnerships with
commercial list companies that can supply high quality data. Good
lists, coupled with our abilities to develop effective marketing
campaigns and track their results, promises that database marketing
efforts we conduct on your behalf will deliver solid results.
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