what are the pros and cons of database marketing?
TRANSCRIPT
Creating
Customer
Value and
Customer
Relationships
Database Marketing
Is the process of building, maintaining and using customer
databases and other databases to contact, transact and build
customer relationship.
Customer database
Business database
Data warehouse
Database marketing
Data mining
Database Key Concepts
Using the
Database To identify
prospects
To target
offers
To deepen
loyalty
To
reactivate
customers
To avoid
mistakes
Situations are not conducive
Requires a large well-placed investment
Difficult to be customer oriented
Unwillingness of customers
Assumptions may not be true
always
Downside of Database Marketing
Database not be
worthwhile when
product is a once-in-a-lifetime purchase
Customers do not show loyalty
unit sale is very small
cost of gathering
information is too high
No direct contact
between seller and buyer
-Kanishk Chaturvedi