Database Marketing: OLD WINE IN A NEW BOTTLE!!!

Veena Tewari Nandi, Harish Mittal

Abstract


The database marketing field is growing day by day.
Lots of people have their inboxes filled on a daily basis with
email messages advertising items that they might want to buy.
The list is produced by companies who conduct studies and is
then sold to other companies who market yet more businesses
products. The current availability of on-line direct marketing
databases provides numerous opportunities for marketing
professionals to improve their marketing strategies and tactics.
Database marketing is as old as the World Wide Web.
It is no longer merely a case of shopping for a database of
telephone numbers and cold calling them in the hopes of
creating a sale. Data base marketing, now a days is being used
as the foundation for developing a market segmentation
approach to identify new prospects and thus providing a
mechanism for organizing the company's marketing activities.
Lifetime value analysis, a concept that plays a major role in
CRM, is used to group prospects into 'good', 'better,' and 'best'
categories and thus provide an understanding of the likely
responsiveness of these segments. Emphasis is a new marketing program to appeal to these prospective customers.
Many people also see a disadvantage in the database approach
of marketing by believing it is too intrusive. Database
marketing involves large amounts of information about
customers that is used as a basis for future advertising.
However, proponents claim there is nothing wrong with using
compiled information about customers, and deny any
intrusion.
This paper, which will be a descriptive one, author is
highlighting the recent trends of database marketing. how it
can be more effective, what are the bottlenecks, in doing the
same. Further the paper will also argue, about the origin and
usage of these so called new and efficient efforts.

Keywords


Business database, Customer database, Cross channel, Content marketing, CRM, Event driven

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