In databased marketing, you look for ways to segment customers into
more manageable and profitable groups. Assign a value. Seek to
understand key customers better. Find the ways sales are created and
maintained. And use deep knowledge to anticipate and satisfy
customer needs.
Databased marketing has become the single most important tool in today's
marketing environment. And the purpose of utilizing databased marketing is
to bring you more customers. The right ones. And help develop long term and
profitable relationships with them.
The database marketing methodology is simple.
Identify customers predisposed to purchase
Develop strategies that sell
Implement the strategies that bring your prospect as close as possible
to the point of sale
And learn from the results.
In databased marketing, what you do is always targeted. You look for ways
to segment customers into more manageable and profitable groups. Assign a
value to these groups. Seek to understand key customers better. Find the
best ways sales are created and maintained. And use deep end-user knowledge
to anticipate and satisfy customer needs.
You then create and produce tactical programs designed to implement these
strategies. Programs based upon very deep knowledge of the customer and
many years of experience in the marketing disciplines.
And then you analyze the results.
Armed with this new and more powerful ammunition, you go out and pound the
target again.
The databased marketing paradigm is a continuous cycle of using database
information to change behavior. In it, a database is structured with the
customers as the center of interest. Where they rightfully belong. It
includes who they are. Where they live. What their activities and interests
are. How they can be reached. What and when they buy. And so on.
In practice, databased marketing strategically turns traditional marketing
disciplines upside down. And profits, right side up.
For instance, in a traditional win/lose model, marketers start with a
superficial identification of needs. Then they spend inordinate amounts of
money to creatively present the message. And finally, the door to close the
sale is usually wide open, if it is there at all.
In the databased win/win model, you clarify the needs of the customer
first. Then exceed their expectations. And finally, make an offer.