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What is database marketing

Source: Shangpin China | Type: website encyclopedia | Time: August 4, 2014
In the fierce market competition, consolidating the existing consumer groups and striving for potential consumers has become the key to the success of enterprises. Under these circumstances, as a marginal discipline combining marketing theory and information technology, database marketing has become an effective marketing tool for enterprises to collect and process consumer information, mine information, and communicate with customers with a targeted view. Shangpin China Beijing website production The company mainly introduces the concept, basic functions, manifestations, advantages and operation procedures of database marketing.
What is database marketing

1、 Concept of database marketing

Database marketing refers to that enterprises collect, accumulate and sort out a large amount of information about customers and potential buyers through direct mail, telephone, marketing and visit and other marketing communication methods in the course of their business. Then use computer management systems to establish a starting consumer database, and predict consumer purchase information through the processing and analysis of the database, The process of formulating and implementing marketing strategies. As a new and ineffective marketing model, database marketing is a marketing method that focuses on in-depth research on customer consumption culture, psychology and behavior characteristics, and aims to achieve high-level customer satisfaction.

2、 Basic functions of database marketing

The basic functions of database marketing are reflected in the following aspects:

1. Fully understand the existing Marketing website construction Consumers' demands for products or services and better services for consumers The data in the consumer database is a record of consumers' consumption behavior, which can reflect the consumption preferences and consumption tendencies of each consumer. This not only enables enterprises to classify different consumers, but also can adopt personalized marketing for each consumer, that is, "one-to-one" The marketing model of.

2. Fully understand the value of consumers and evaluate them

The enterprise uses the information in the consumer database to calculate the value of the consumer's life cycle and the value cycle of consumers by distinguishing between high-value consumers and ordinary consumers, and adopts corresponding marketing strategies for various consumers.

3. Analyze consumers' demand behavior

Through the analysis of the historical purchase data of consumers in the consumer database, enterprises can not only predict the future demand trend of consumers, but also evaluate the change direction of the trend of exemption.

4. Market research and prediction

Through the analysis and mining of historical data in the consumer database, enterprises can provide rich information and knowledge for market research. Based on this information and knowledge, enterprises can analyze potential target markets and adopt corresponding marketing strategies.

3、 Manifestations of database marketing

Database marketing has been widely used in some developed countries abroad, and it has also shown the trend of "a single spark ignites a prairie fire quickly" in China. It includes direct mail, targeted direct mail, short message service, network fax, voice and other forms of database marketing, and is favored by enterprises.

1. Direct mail

Direct mail means that enterprises mail product or service information to target consumers through postal channels. Direct mail has high arrival rate, significant effect and low cost, but it needs accurate consumer address list.

2. Direct Mail

Directional direct mail refers to the delivery of printed matter along with newspapers, periodicals, etc. required by customers through postal distribution channels. It is a common way. Directional direct mail has a certain universality. It can not only achieve accurate industry transmission and save costs, but also its transmission effect is higher than the advertising of accompanying publications.

3. SMS

Short message service is one of the marketing methods of enterprises with the lowest advertising expenses at present. It has the advantages of wide audience, high arrival rate, fast speed, etc., and is suitable for extensive publicity of important information of enterprises in a short time.
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1. Part of the content of this site comes from the network, and the copyright of some articles and pictures involved belongs to the original author. The reprint of this site is for everyone to learn and exchange, and should not be used for any commercial activities.

2. This website does not assume any form of loss or injury caused by users to themselves and others due to the use of these resources.

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