Database marketing is generally understood to mean the use of databases in marketing, specifically the use of customer databases. The database is a collection of addresses from existing customers and prospects. These addresses are supplemented by numerous features that are used to qualify the data. In the case of private addresses, this can be e.g. B. gender, age, income, household size or membership in a club. Corporate customers are interested in the industry, sales volume, number of employees and product range. The information can be obtained from address publishers and / or collected in the company by the people who have customer contact (computer aided selling).
Based on the possible classification features, a specific target group is defined in database marketing and specifically addressed using direct marketing instruments (mailing, telephone contact, etc.).
Database marketing with scoring method
Professional database marketing uses scoring methods. It evaluates how high the probability of a positive response is. Based on the so-called score value, a specific product is then only offered to those customers who are particularly likely to make a purchase. The procedure is always the same: First, the company's existing customer base is analyzed, for example by age, gender, place of residence and type of consumption. If the company also has information about the last mailings and their responses, this is also included. The addresses that are particularly similar to the customer profile and therefore promise a high response are then selected from the database that can be purchased.
Ziel des Database Marketing ist, eine möglichst individuelle Beziehung (One-to-one marketing) mit einer großen Zahl von Kunden aufzubauen und weiterzuentwickeln.
Database marketing is database-driven communication with marketing target groups. By carefully selecting the addressees, high wastage can be avoided. In addition, better analysis, control and use of customer relationships can be achieved in the context of market cultivation.
The central element is the electronic customer database, which can store almost innumerable information. With database marketing, personal data can be linked, customers can be evaluated and addresses selected at short notice.
Important areas of database marketing
- The data generation, ie first of all the data about customers must be obtained, recorded centrally and stored in the customer database. In order to keep the customer data up-to-date, it is essential to maintain the information constantly.
- The customer selection, ie the recorded persons, must be evaluated, segmented and selected with regard to the planned marketing measures. It makes sense to concentrate on customers with a high purchase volume. The action-specific assessment is also called customer scoring.
Der Außendienst kann über tragbare Rechner, z. B. Notebooks oder Laptops, wesentliche Kundendaten von der Datenbank abrufen, z. B. Maschinenkonfiguration, Reparaturen, A-, B- oder C-Kunden, bisher vereinbarte Lieferbedingungen, Zahlungsbedingungen, Rabattstaffel. Mit dem Kunden ist auf diese Weise ein unmittelbarer, individueller Dialog und damit Direct marketing möglich. In den nächsten Jahren wird der Trend zu einer zielgerichteten, individuellen Kommunikation immer mehr zunehmen.