Database Marketing – Target Group-Oriented Direct Marketing
Database Marketing, also known as data-driven marketing, refers to marketing measures that are based on information from (customer) databases. Here, information is provided for targeted customer communication and customer retention.
In a database, all information about customers and prospects is stored – essentially the entire “purchase history” becomes visible. In addition to classic information about individuals or companies, such as name, address, gender, place of residence, industry, position in the company, the database also contains transaction, action, and reaction data. When marketing uses information from this database to achieve more sales, all activities are grouped under the term Database Marketing.
Communicate to the Right Target Group through Database Marketing
Database Marketing can communicate advertising messages to the right target group. The information from the database allows for very precise segmentation of customer profiles based on uniform characteristics and ensures that marketing efforts focus only on customers who also promise revenue.
Individual Target Group Communication
Database Marketing enables individual communication with target groups through tailored offers, efficiently achieving the set marketing goals. Through Database Marketing, customer satisfaction increases, which in turn strengthens customer retention. Cross-selling is also possible through Database Marketing. A customer who has always bought shirts may also be interested in a matching tie. Your mailings can now be designed using this database knowledge, offering the customer not only his “beloved” shirts but also the appropriate tie and shoes. You may offer your new anti-aging products primarily to older customer groups, as sales will likely be higher in this age segment than in younger ones.
Data Maintenance
For Database Marketing, it is essential that customer data is always up to date. Only maintained and up-to-date data allows for effective address selection. Therefore, data maintenance also includes duplicate matching to not only save postage costs but also give each customer the feeling of individuality. A customer who is addressed once as “Mr.” and the next time as “Ms.” will lose trust, and customer loyalty may suffer as a result.
Goal of Database Marketing
The goal of Database Marketing is to deliver the right offers to the right customer at the right time using customer-specific information, thereby building a dialogue. So, Database Marketing not only focuses on increasing sales but also on extending the customer lifecycle.
Your Contact for Database Marketing:
The database is continuously fed with information. So, when new addresses or characteristics are added, they are immediately inserted into the database and linked with existing profiles. If you have further questions about Database Marketing, feel free to contact Fabian Siebert (siebert@trebbau.com, Tel.: 0221/37646 – 624).