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Top Database Marketing Techniques
Database Marketing is a
popular way to gather and store specific information
about your visitors, clients or prospects. Stored in
a database software program like Access, SQL, Excel,
and MySQL, the useful information is then used in advertising
and marketing efforts, mainly to save time and money
by targeting your promotional efforts to your best prospects
or customers.
The type of information you collect
for your database depends upon the products and services
you offer. Generally, the high the selling price, the
more information you would gather and use. A solid foundation
generally begins with contact and purchase information
and birth date.
Once harvested, it’s time to put the information
into action. And here are some of the top database marketing
techniques that do just that.
1. Appended Data - More in-depth
data may be desired for business to business (B2B) communications
like SIC code, number of employees and annual sales,
for bidding projects. Or for one-on-one relationships
with clients like for realtors and insurance products,
people can append data to name and address files, seeking
out income, age, home value, length of residence, number
of children and over 30 other bits of info. The resulting
data is then used in all types of well targeted marketing
campaigns. Appended data can be done in-house or outsourced
with larger companies that have more complete databases.
2. Website Data – Some websites
offer a means to gather their own data, too, through
the use of cookies that gather information from website
visitors. This marketing method is popular for allowing
Internet marketers a means to learn more about who visited
their sites, which pages they searched and for how long,
and many other site statistics. These are then used
for their product and service creation, packaging and
pricing.
3. Email Communications & Tracking
– Email surveys, customer reply forms and shipping
documents that use tracking numbers and share them with
the clients are excellent examples of database marketers
in action. By using this type of tracking, companies
can improve their customer-client relationships, resulting
in increased sales and customer retention, and earn
more about their clients in the process for future sales
and retention efforts.
In summary, by using Database Marketing
and techniques tailored to fit your own products and
services, you can gather and store targeted information
about your visitors, clients or prospects. And you can
save time and money by targeting your promotional efforts
to your best prospects or customers with the information.
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