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 you rely on repeat business (and what business doesn't!) and the anticipated life-time value attributable to a customer is worthwhile, then activity aimed at customer acquisition and customer retention 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.
Research has shown that there are 4 key elements that make up any successful marketing. They are:
- Selecting the right customer
- Making the right, relevant proposition
- Using the right vehicle or format
- Creative treatment
The right marketing 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 them in the CRM 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.
If you would like more information on how we can help your business, feel free to contact us.