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Data-Based Marketing
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The data and information files, which are required to be prepared for customers one by one, constitute the foundation stones for the seller to establish a one-on-one relation with the customer. Although sometimes they are referred to as “customer lists”, data base is not just the record of the name, address and telephone numbers of the customers and the potential customers. Database also covers other various attributes which are gathered on a database and recorded on a computer, continuously updated and can easily be accessed when necessary. Within this framework, demographic, geographic, psychographic and other attributes are included. Apart from them, they help to gather and use the data of not only the final consumer’s or the industrial purchaser’s specific brand preferences and the features they attach importance, but also to gather and use beneficial information on those who prefer the brands of the competitors. For example; Pepsi Cola sent canned Diet Pepsi Cola to via mail to 1 million Diet Cola customers in order to convert them into its own brand.
In fact, data base is not only related with the customer, but it is also formed with regards to the products, suppliers and the intermediaries. Businesses make use of the database in 4 aspects mainly:
1) To define the potential customers
2) To select the customers and potential customers which worth offering private proposals
3) To strengthen the loyalty of the customer to the brand
4) To ensure their repeated purchases
The basic purpose of developing a database is: To help transmitting the customer data to the marketing department directly and defining the appropriate methods to build relations with the customers.
Properties of a Database
1. The existing or potential customer is included in the database.
2. Each customer’s record includes not only the identity data and contact information, but also various marketing data.
3. The information on how to respond to the customer’s requirements during each marketing process with the customer may also be included.
4. Database is used in order to record the customer’s responses to the organization’s campaigns and communication efforts.
5. The information in the database may also be shown to the decision makers of marketing policy for the purposes of presenting information.
6. It is used to develop a coordinated and patient sales approach for the customer.
7. It is a method which can replace the market research in the future.
8. Marketing management automation has been developed in order to assess the large quantity of information which arises through database marketing. Source: www.e-ticaretmerkezi.net/dogrudanpazarlama.php |
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