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Guerilla Marketing Lesson 2: Why Do People Call Me?
Guerilla Marketing Lesson 2: Why Do People Call Me? By Barrett Niehus http://www.realtysoftware.org Before we begin, I want you to think about how many times you actually sought out an advertisement. How did you know where to look for it? Why did...
Internet Marketing with Sweat Equity
Think of your web site as a house. You want to maintain the investment and add equity so you remodel the bathroom, re-face the kitchen cabinets, landscape and add special touches that you know in the long run will increase the value of your home....
Marketing, Lead Generation, and Research: A 3-in-1 Solution
I Hate Cold Calls Long before I started my business, I realized that I wasn't good at telephone sales and that I would need to generate leads in another way. I developed a sure-fire way to generate those leads, interest in me, and my business,...
Marketing's Endless Road
Something to remain aware and mindful of regarding marketing...it's never done. Marketing is an ongoing business event. Programs, incentives, language, exploring niches, signage, color, guarantees, timing, partnerships, and placement - it never...
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Many a home business owner has spent sleepless nights thinking of ways to turn his venture into a higher profit-making unit and build it to be his primary source of income. This is never easy for a home business because most start-ups face initial...
 
Top Ten Objectives of Database Marketing

Top Ten Objectives of Database Marketing
by John Botscharow

Database marketing depends on you creating a pool of information about your individual customers and prospects. Thsi data is taken from order forms, information requests, customer service contacts, questionnaires, etc. You use this information to analyze what your customers are buying, what they want, what they need, what they are interested in.

You can then combine this analysis with the opportunities offered by your database t contact individual customers or prospects using a variety of methods (email, telephone, letter, fax). This allows you to achieve a number of possible objectives. Here are the top ten objectives you can achieve with database marketing:

Number 10: Design New Products That Meet Identified Needs.

It's a whole lot easier to sell your customers something THEY want, rather than what you might want. Also, the fact that you included them in the decision-making process will carry considerable weight when they decide WHERE to buy!

Number 9: Target Your Marketing More Accurately.

When you explain the beinefits of your products or services in terms of needs that your customers have expressed, it makes it easier for them to buy. Also, your efforts become more efficient because you aren't "selling iceboxes to Eskimos." The people you market a particular product to are those you have already identified as having a need or use for that product. These prospects will be much more receptive.

Number 8: Promote The Benefits Of Brand Loyalty.

This is true especially with those customers you have identified as being at risk for going to your competition. No need to "preach to the choir." But you will know who is NOT in the choir.

Humber 7: Identify Those Customers Most Likely To Buy New Products Or Services.

Based on past buying records as well as other data, you should be able to tell who is a likely prospect for a new idea or new product. Some people are more willing to try something new than others. your data analysis should help you identify them. Then, when you release a new product, include them in your marketing efforts!

Number 6: Increase sale effectiveness.

When you feel the need for a sale, your data analysis will help you decide what kind of sale to have, what products would be most appropriate, etc.

Number 5: Support Low-Cost Alternatives To Traditional Sales Methods.

Database marketing, when done correctly, gives you a very high return on your advertising investment. Targeted advertising in general is better than the "scttergun" approach. And when you can combine very targeted marketing with a very low cost, you will easily achieve the primary goal of any guerrilla marketer: profits!

Number 4: Make Your Marketing


More Accountable.

Because your marketing is targeted and is designed to elicit a direct response from your prospects, you know exactly how well your marketing is working. You can also do very precise cost anaylsis for new customer acquisitions. With database marketing, your calculations of your ROI will be much more precise. This will allow you to eliminate the ocstly and ineffective methods of marketing you may be using. ab

Number 3: Improve Communications Internally Between Your Marketing People And Product Development.

This ties back to number 10. The efforts of the marketing people will assist the product development people in their decisions about what new products to develop. The analysis will also provide areas of improvement for products. The fact that it is the marketing staff that is gathering and analyzing this data will help them to communicate better with the technical people. This will help the marketing people better understand the products and thereby improve their ability to market these products. When there is close cooperation between the marketing aspects and the technical aspects, a company flourishes. One of the best examples of this was App;e Computers during the early days of MacIntosh!

Number 2: iMprove Customer Care.

This one is really important. The happier and more satisfied your customers are, the more likely they will buy from you again. This goes back to the whole trust issue. You satisfy a customer and they will trust you explicitly! Because database marketing is so interactive, it makes it almost impossible not to satisfy your customers, as long as you use the information you are collecting in a positive and constructive manner.

AND THE NUMBER 1 OBJECTIVE THAT DATABASE MARKETING WILL ACHIEVE FOR YOUR BUSINESS IS THAT IT WILL COORDINATE THE DIFFERENT ASPECTS OF HOW YOUR MARKETING AND HOW THEY AFFECT THE INDIVIDUAL CUSTOMER.

This means that, when it is done effectively, database marketing will allow you to PERSONALIZE your marketing efforts. You cna quite literally tailor your marketing to each customer. In the Web Street Journal, we will show you how to do that.

=====================================

This article is copyrighted by 3R Marketing. All rights reserved. You may use this article in your newsletter as long as the article is left intact and that the author information and this disclaimer are invluded.

Please send me a courtesy copy of your newsletter if you do use this article. Send it to: mailto:reprints@3r-marketing.com

About the Author

John Botscharow is editor of the Web Guerrilla Journal and the R Market Daily. He is also one of the partners in 3 R Marketing. Visit them at http://www.3r-marketing.com and subscribe to one or more of their marketing newsletters.

 

KnowThis: For Marketing, Market Research, Internet Marketing ...
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Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
www.marketing.org
 
Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
www.marketingpower.com
 
Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
www.brandrepublic.com
 
Marketing Magazine - Marketing News - Brand Republic
Marketing Magazine - Marketing News - Brand Republic.
www.brandrepublic.com
 
Marketing (Canada)
Offers a Canadian source of news and articles on marketing, advertising and media.
www.marketingmag.ca
 
BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
www.clicksor.com
 
Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
www.marketingjobs.com
 
The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
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Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
www.gmarketing.com
 
Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
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USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ...
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ClickZ Internet Marketing Solutions for Marketers
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing.
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Direct Marketing Association: Telephone, Mail & Internet Marketing
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ...
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