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).
Anhand der möglichen Klassifizierungsmerkmale wird im Database Marketing eine bestimmte Zielgruppe definiert und mit Direct marketing-Instrumenten (Mailing, Telefonkontakt etc.) gezielt angesprochen.
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.
The field service can use portable computers, e.g. B. notebooks or laptops, retrieve essential customer data from the database, z. B. machine configuration, repairs, A, B or C customers, previously agreed delivery conditions, payment conditions, discount scale. In this way, a direct, individual dialogue and thus direct marketing is possible with the customer. In the next few years the trend towards targeted, individual communication will increase more and more.