In the past two days, I have been focusing on database marketing. Based on the previous use of databases, I have more or less gained a deeper understanding. In the afternoon, a friend just asked me, "You always talk about database marketing, but what exactly is database marketing? Does it have any direct relationship with ordinary people?" I feel very confused about this question. When everyone seems to have entered other people's databases and is ready to wait for the marketing impact of other people's databases, why are there still so many people who don't know how "dangerous" they are? How far are you from database marketing? Let's take a look together.
1. What is database marketing?
Database marketing can be seen as processing a large amount of consumer information by collecting and accumulating it, predicting their behavior and using this information to accurately position and produce targeted marketing information to achieve marketing and sales purposes. We can think of database marketing as including EMAIL-based DM, SMS-based DM, Telephone-based DM and traditional DM. EDM and email are the main ones. Those of us who have attended the operations director class at Rich Marketing all know that EDM is also a main form in our actual operations. Of course, we can use TDM as an auxiliary method. Compared with traditional marketing, , database marketing has its unique marketing advantages, we also list them for reference here.
2. The difference between database marketing and traditional marketing
1. Marketing model: The former is interactive marketing, which guides them to actively participate in activities through attraction, while the latter is a one-way marketing model, where customers passively accept information.
2. Communication channels: the former is personal letters, mailboxes, mobile phones, telephones, etc.; the latter is television, newspapers, magazines, etc.
3. Targetedness: The former is one-on-one and more specific to customers through the analysis and retrieval of the database, while the latter is one-to-many.
4. Content: The former is relatively rich, while the latter is more restricted by time, layout, and cost.
5. Sustainable: The former process is simple and involves repeated purchases, but the latter is not very repeatable and the process is slightly complicated.
Of course, in addition to this, we can also analyze their differences in terms of costs and customer relationships. These are the advantages of database marketing.
3. The key to database marketing
1. In-depth and effective mining of data information
Here, I would like to simply remind you that effective and in-depth here respectively refer to the fact that the information is truly available and accessible, and the information can be more detailed and facilitate retrieval and processing. Once we know what kind of information is effective and in-depth, we must clearly guide us on how to obtain this information in an effective and in-depth way. Recommendations here include leaving contact information when sending gifts and conducting prize-winning questionnaires. This is also common. I will introduce some cases to you later.
Among the reasons why database marketing fails here many times, the failure to mine information is one of the very important reasons. For example, the data is not pertinent, the database mining depth is not enough, resulting in inefficiency, etc.
2. Personalized marketing strategy:
I’ll just talk about the skills briefly, maybe more people will like it.
(1) The title contains attractive keywords
(2) The content conforms to the customer's preferences. By processing the database, I think it is not difficult to achieve this.
(3) The core elements you want to express. Some people may say, is this my marketing purpose? You can say this here, but don’t ignore one thing, which is the core and selling point of your product or service.
I personally have been involved in database marketing. I don’t know when I entered the training marketing database. They often send me some marketing training information on my mobile phone. I feel helpless, although I don’t participate. Many of the spam emails that we often encounter are because they have entered other people's emails, or even others purchased email resources and then marketed you. Such databases are generally not retrieved and end up in the trash. The effect can be imagined, so when we do database marketing, it is extremely important to grasp the precise marketing targets and have a good advertising strategy with personality.
That’s all I have to say here. I hope everyone can comment and share some of your feelings and thoughts about database marketing. Bad Bad QQ 57715727 welcomes your participation. Please keep reprinting.
Thanks to ygm0106 for his contribution