Database marketing

Database marketing is an interactive approach to marketing communication, which uses addressable communications media (mail, telephone, fax, sales force etc) to extend help to its target audience, to stimulate their demand, and stay close to them by recording and keeping an electronic database memory of customer, prospect and all communication and commercial contacts, to help improve all future contacts.

Database marketing presents many challenges to management. It requires careful maintenance of great volumes of detailed customer data. Accessing the data, interpreting it, and using it to drive or support the marketing function require a long-term marketing systems development policy.

The ladder of loyalty is a key concept in database marketing.

1. No awareness of company or product/service.
2. Awareness of company
3. Awareness of product/service
4. Positive perception
5. Recognition of personal benefit
6. Enquiry
7. Objections overcome
8. Sale of product or service
9. Entry into continued relationship.

Database marketing is used to move customers up the ladder.
The essence of database marketing is communicating directly with the customers and asking them to respond in a tangible way. It provides the means for the customer to respond and is set up to measure and fulfill the response.

Topvisions is one leading database marketing consulting and service provider in china mainland. Topvisions could help company achieve much more target-market precision, and help the company identify small groups of customer to receive fine-tuned marketing offers and communications. If you want to start the database marketing initiates, please contact us.