The world of database marketing has changed since the time we knew it . There were only a few options as one knew it - lists - internal/ external, direct mail and telemarketing a decade or two ago. Today, for companies, customers come from different channels - social media, mobile, website leads thro' SEM or SEO etc. There is a need to track this customer data, organize them in a manner to know where they are coming from, is becoming increasingly critical. Before they know, many customers reach-out to companies from many channels available, in no time, which are available to them. This leads to multiple responses, follow-up and absolutely wasted marketing monies & more importantly a frustrated customer! Only when they organize and track this data across channels can companies do systematic campaigns & profiling of these customers. Not many companies are ready to handle this challenge. In my view, they are sometimes blisfully unaware of the problem and how to manage them!
It starts by building clear customer paths on how customers can potentially reach out to these companies, how they need to be tagged, scoring them by their interest and value, allocating them to an appropriate channel with clearly laid-out follow-up programs by channel.
How does all this affect database marketing?
While the multiplication of channels can make tracking harder, and as a result make it more difficult to amend a database, you still need to know your customers’ needs and wants, and market to them one-to-one. Database marketing best practices haven’t changed as much as how you implement them.You may have customers who are Internet-savvy and want messaging sent to them digitally. You have to target them, and those like them, in this way. Perhaps another customer segment prefers sales reps to contact them.Where database marketing pays here is that all this information can be captured.....
The solution is to keep your database as up-to-date as possible, with changes of addresses and e-mails, titles and positions. Track and segment your database at both levels, and target prospects with similar preferences and behaviors.