Database Marketing: Five Important Things to Know

Webbiquity

A form of direct marketing , database marketing uses business and consumer databases to generate targeted recipient lists. Through various enterprise data sources and marketing technology tools, this practice leverages consumer and business user data to deliver relevant, effective, and personalized messages to both existing and potential customers/clients. What distinguishes database from direct marketing is the awareness to the analysis of data.

Can Old Database Marketers Learn Digital Tricks?

Customer Experience Matrix

Summary: Database marketing and digital marketing are more different than it seems. Yesterday’s post touched briefly on what I see as a fundamental transition between database marketing and digital marketing, and in particular on the changes that marketers and their supporting vendors must make to navigate the change successfully. Digital marketers have no such illusions about the completeness of the data they could ever hope to assemble.

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How to leverage Database marketing to increase your conversions

Smarte

The face of Database marketing is still continuing to evolve despite being around for nearly three decades. Many marketers are yet to implement Database Marketing, wait a minute, what is Database Marketing? Database marketing is the practice of classifying, collecting and then scrutinizing customer data to deliver tailored, relevant and effective marketing messages to customers. Step 3 – Grow existing market share.

Unica and Alterian Lead Database Marketers to the Digital Promised Land

Customer Experience Matrix

Here are some quick thoughts on two items: Unica ’s acquisition of paid search bid management system MakeMeTop (now mercifully renamed Unica Search) and Alterian ’s recently-released and excellent annual marketing survey. The connection is that these both support my feeling that many members of the old-line database marketing community have failed to adapt to the new world of digital marketing.

5 Ways To Incorporate Direct Mail Into Your Marketing Mix

The Point

Direct Mail is: a) more expensive than email. Yet many B2B marketers continue to be allergic to the idea of using direct mail, simply because it seems such a throwback in our mobile-social-online era. Old fashioned, yes, but used smartly and effectively, direct mail can play a vital role in a well-rounded, integrated marketing plan. Here are 5 areas that make ideal candidates for including direct mail in the marketing mix: 1. Customer Marketing.

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Tempted to Do Away With Registration Forms? Think Again.

The Point

A client asks: “Now that we have our marketing automation system in place, is it really necessary to use registration forms in our lead nurturing (follow-up) campaigns? If we offer them direct access to the content assets, we can still track their click-throughs and then trigger sales alerts or assign lead scores based on that action, and we won’t be forcing them to fill in a registration form.

In Defense of Unsolicited Email

The Point

Over at marketing automation firm Marketo , CEO Phil Fernandez just wrote a full-throated rant against the evils of unsolicited email and purchased email lists used indiscriminately: “How does anyone think that these are sensible emails to send to the CEO of a fast-growing public company? And marketing automation – the technology that empowers more personal, timely, relevant emails – just may be the best thing to happen to marketing since the Sears Catalog.

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The High Cost Of Bad Data

Oracle

Poor data quality can have a negative impact on your lead management system, the number of hours required for sales and marketing spends on menial tasks, and can lead to additional costs to increase the quality of the original data. Most marketing departments will allocate this cost to the data acquired and stop there. Marketing Manager. So now the sales person has to add a new contact to the database, which takes another 10 minutes. by Anna Glushkovsky | Tweet this.

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Beyond Buyer Profiling To Buyer Personification

Tony Zambito

Segmentation has been a staple of business marketing and sales for several decades. The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations. At the same time, we also saw the prominence of product management and product marketing rise in 1980’s and 1990’s. The jobs of product marketers were to market to customers the product lines of the organization.

Report From New York: How Agencies are Using Marketing Automation

Marketing Action

marketing User Conference in New York City for the first time. marketing Partners breakout, which focused on our agency partners. Talking with so many members of our agency community, I reveled in the talent that we have in our partner base – and was impressed by their marketing diversity. Our agency partners’ experience is both deep and broad, and our partners have had storied careers in everything from database marketing to event marketing to branding and advertising.

MarketingPilot Offers Integrated Marketing Management for Mid-Size Companies

Customer Experience Matrix

MarketingPilot started as an operations management tool for mid-size direct marketers, with features for project management, list and media buying, source code tracking, expense capture, and vendor management. Since then it has expanded steadily to encompass the full range of marketing resource management and then gone ahead to add marketing database management and campaign execution.

The New York Times Discovers That Marketers Use Science

Customer Experience Matrix

Today’s New York Times carried an article on the use of science by marketers, although this is not exactly news. The specific examples it will be familiar to any marketing professional: carefully tracking shoppers’ paths through a store; analyzing physiological reactions to advertisements; and using multivariate test designs to assess ad components. Enlisting Science’s Lessons to Entice More Shoppers to Spend More”, Science Times, September 19, 2006.)

DIGIDAY:TARGET, or, Yogi Berra Meets Data in the Online World.

Customer Experience Matrix

Early examples of this are the classic CPG scanner data, pharmaceutical detailing data and financial services direct marketing data sets. Membership of the Direct Marketing Association and those who attended the NCDM (National Center for Database Marketing) is a good place to start. I was scheduled to attend the DIGIDAY:TARGET conference on May 4 but wasn't able to be there. Download the conference agenda and presentations.)

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Decoding the True Essence of Outbound Marketing

MarketJoy

Outbound Marketing – Brief Overview and Facets Around it. Ever been curious as to what exactly is “outbound marketing?” It is a marketing & sales procedure adopted by many companies to share information regarding their products & services. Research & investigations have revealed that firms invest around ninety percent of their incomes on different forms of outbound marketing. The Relevance of Outbound Marketing. Outbound Marketing

Hiring a Marketer: What Skill Set Should You Look For?

Marketing Action

If your company has grown to the point where you’re hiring a marketer for the first time, congratulations! Marketing is an important link between buyers and your product or service, and marketers have always been tasked with finding new customers for sales to close. The classic marketing education includes grounding in the four Ps: Price. In a recent Act-On survey asking customers how they came to marketing, only 17% said they had focused on marketing in school.

The Ultimate Guide to Interactive Marketing

SnapApp

Content marketing is all the rage today. Ok that one may be a bit of a stretch, but the awareness of content marketing is at a fever pitch. The market is so saturated it's becoming harder and harder to break through the noise and engaged readers. . Truth is: Content marketing needs a makeover. Enter interactive marketing. . . What is Interactive Marketing? That's why interactive marketing is more effective at educating buyers: ( Source ).

Demandbase: A New Twist In The Lead Management Automation Market

delicious b2bmarketing

Home Forrester Research « I was recently briefed by | Main | Going Corporate » August 26, 2008 Demandbase: A New Twist In The Lead Management Automation Market [Posted by Laura Ramos ] In a recent survey of over 2100 IT professionals who buy or recommend telecom and networking solutions, we found buyers turn to peers and colleagues first, followed by vendor, industry trade, or professional Web sites, to inform their purchase decisions. We too are seeing new entrants jump into this market.

B2B Lead Management Market Heats Up

delicious b2bmarketing

Home Forrester Research « Getting Up Close and Personal | Main | Social Technographics Data Now Available » March 20, 2008 B2B Lead Management Market Heats Up [Posted by Laura Ramos ] Since the start of this year, I’ve been receiving a boatload of briefing requests from companies wanting to show me their lead generation and management solutions. I know Suresh Vittal includes lead management as a component of his enterprise marketing platform. We can broaden our available market."