Unsure about database marketing?
Something about database marketing appeals, but you're not absolutely certain it's for you.
The purpose of database marketing is to find and keep customers, profitably.
If your business relies on repeat business (and what business doesn't!) and the anticipated life-time value attributable to a customer is worthwhile, then activity aimed at finding and keeping those customers is likely to be worthwhile too.
It's well known that the unique value of direct marketing is its measurability: every campaign can be held accountable for its results.
But more and more, database marketing is recognised for the ability it affords you to embrace each customer as an individual human being, and create highly personalised, highly relevant, and therefore, highly acceptable offers.
They are:
- Selecting the right customer
- Making the right, relevant proposition
- Using the right vehicle or format
- Creative treatment
The right database, properly designed and managed, will enable you to take care of the first two, and can also provide invaluable feedback on the effectiveness of the rest.
For example, in the real life case study below, a major retailer had a perception of their customers, but after profiling the customers in the marketing database, a completely different reality was established.
| Clients perception |
Analysis findings |
| 50/50 Male/Female |
80% Male |
| Middle-Low income |
Middle-High income |
| Families with young children |
Families with children |
| Heavy TV viewers |
Light TV viewers |
| Read popular tabloids |
Read quality broadsheets & mid-market tabloids |
The result revolutionised the clients marketing strategy, with predictably positive results.
Of course, every business is different, and yours may well not be suited to database marketing. However, if you would like a second opinion, we would be happy to give it.