Database marketing today
Business database marketing got started in the mid 1980s. The reason for its existence was that computers and a lot of related software had become economical and quite sophisticated. It was easier than ever to store prospect information and also use the knowledge for database marketing. As a result, the results are able to improve sales and conversions by:
� Addressing buying decisions of customers
� Increasing repeat customers through cross selling and upgrades
� Building client loyalty and referrals
The only hurdle was that very few businesses achieved one to one direct marketing. They used business models to put togehther preference groups, customer profiles, grouping clients into profitability, creating various strategies for each group. But, when going with a different strategy for each person, it was really too much to take on for most small businesses.
Then came the web, it was the largest business database marketing vehicle ever invented. Direct marketers had realized the huge potential of the internet. Today few businesses personalize or customize their internet experience.
The ultimate change in business database marketing because of the Internet is in the area of customer service. The concept of Toll free numbers handled by CSRs or customer service reps has really made outsourcing realistic. All CSRs are fully equipped with computers & headphones so that they can access the business database and related topics when requested. They get the related data on their screen and convey the information over the phone to the client. Then they type notes in customer database to record the particulars of the conversation.
Nowadays, businesses are also providing customer’s internet access to the same screens which the CSRs see. Customers can now make their own searches to get related data without the need to contact CSR for getting that same data.
Companies are pouring page after page of data related to product specifications, technical descriptions, and other details on their web sites so that every client can access all the data they require. Marketing has changed for the masses, but today we see a pull back to traditional database marketing. With a US business database, small businesses are again picking up the phone, or enlisting the help of an autodialer to market the database direct (and the results can be great).
In these days of auotomated marketing, it’s nice when people can talk to people. Personalized marketing is making a reappearance, and those businesses who can figure out how to combine the information available today with personal marketing will reap the benefits.
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