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December 27, 2011 by Monique Merhige 2 Comments A company database is an important tool to an organization that is looking to grow their business. The most valuable asset a company has is their customer list!  Then why are there some organizations out there that don’t have one?
Database Software – Do research various software programs and make sure it has the right features to keep your data organized.  All marketing and sales teams should have training on the program and be able to add data and pull reports when needed. Don’t keep your leads on your desk!  Make sure you have someone  in the organization that inputs leads into the company database program consistently. Now is the time to get your database in place for 2012 and keep it organized!  Don’t let another minute go by without putting a database marketing strategy in place!
About Monique MerhigeInfusion Direct Marketing's founder Monique Merhige has over 15 years of marketing communications experience with technology companies ranging from small service firms and equipment manufacturers to a 1.5 Billion dollar division of Motorola.
Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. INTRODUCTIONDatabase marketing is a form of direct marketing using databases of customers or potential customers to generate personalized communications in order to promote a product or service for marketing purposes.
DATABASE MARKETING TECHNIQUESDatabase Marketing and techniques tailored to fit your own products and services, you can gather and store targeted information about your visitors, clients or prospects.1. WHY DATABASE MARKETING ???If your work in a market niche with a limited number of prospects, e.g. CHALLENGES OF DATABASEMARKETINGTracking their online behaviour has become the most effective means for most organizations to understand what is top-of-mind for their target audience RIGHT NOW. CHALLENGES OF DATABASE MARKETING - CONTD? Web analytics systems evolved primarily as reporting and site analysis systems. The Account Mapping service is the starting point to deep penetration of major accounts a€“ for both new and existing customers.

We use market segmentation, database marketing, and pro-active business development prospecting techniques to generate, and pre-qualify selling opportunities while also developing contacts that influence the buying process of each of those opportunities. In todaya€™s marketplace buyers have multiple resources available to them when researching and selecting an appropriate vendor for their application. These days, when there are so many stories about data security breaches and privacy, effective database marketing is at risk as well. We are awash in irrelevant offers wherever we turn, yet  consumers balk at providing the very information that could improve their experiences and perhaps give them some valuable offers on things they are interested in. When companies try to make the case, their communication can be so full of legalese that it serves to frighten consumers even farther away! Companies interested in using database marketing to personalize communications need to keep making a clear, effective promise and then ask customers about their needs and interests.  Once a consumer has told you what they want, the best way to keep the relationship is to use that information, and not fall prey to the tendency to send out blitz offers in the futile hope that they may change their minds.
Companies are also at fault for not using their data about what a customer opens and clicks on to improve the communications accuracy for an individual customer. If anyone wants to know, I am interested in Crossfit, tennis, skiing, cooking, theater, science fiction, travel, European soccer (Go Liverpool!), holistic health approaches and Jewish education. Only send information that they will find useful.  You don’t want to tick off your valuable customers!
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.
Website Data – Some websites offer a means to gather their own data, too, through the use of cookies that gather information from website visitors. Message and offer, finely tuned to audience, have been and remain the key to effective database marketingTo build an effective online database marketing system, it’s necessary to use a robust targeting platform that integrates online behavioural data with any essential customer dataIt’s a very rare database marketer that wants to target based on simple aggregations like visits, page views or time on site. Despite huge amounts of seemingly invaluable online customer behaviour and a growing capability to integrate data across channels, few organizations have been able to truly unleash this capability.

The vendor who takes a proactive approach in communicating with their existing customer base as well as their new prospects will have a higher success rate of closing new and repeat business.
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.
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. Getting in the door early and staying in constant communication is the key to you getting the order instead of the competition.
When you have customer details on the database, you can contact them at the right time with the right offer and gain extra sales for a very low cost to your business.Your sales cycle is three months or longer. Implementing a good outsourced customer retention support function, as opposed to a telemarketing approach, to your customer retention lead generation programs will show your market commitment and convey that you are serious about doing business in a professional manner. Appended data can be done in-house or outsourced with larger companies that have more complete databases.
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. Prospects will forget about you should you be out of contact for 90 days or longer, so you need to remind them that you are there.
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.

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