Database Marketing is a consistent approach to collecting and processing consumer data. It’s one of the forms of direct marketing that helps manage the relationships with customers or potential customers. Database marketing is a strategy that is widely used by companies. The more potential customers you have, the more data you gather. By collecting data, you can find out more about the individual preferences of users. This approach allows you to offer specific and personalized content to help you achieve your sales targets. You can compare the data, segment customers, or create purchase history. How does Database Marketing work?
How does Database Marketing work?
There are different types of sources that track consumer behaviour and provide a database for marketing activities. Data can be collected in many ways. In e-commerce, it is highly crucial to observe the history of purchases and track cookies. Based on these behaviours, various tools and algorithms create history which can be used to build promotion measures. Data can also be obtained from the forms completed by users. Among the most commonly used practices are newsletter subscriptions, signing up for a webinar, filing a form to participate in a contest, and applying for free product samples. All of these sources provide sales leads – consumers potentially interested in buying. How can creating customer databases help you?
Database marketing – the advantages
- Segmentation – detailed information allows you to categorize leads based on such criteria as demographic data, behaviours, preferences, or residence
- Identification and valuation – insights into behaviours and history of leads allow to categorize consumers according to those who finalize purchases and make frequent purchases, and those who need to be “encouraged” to buy.
- Unique lead categories allow to send personalized messages that are much more effective compared to traditional direct marketing (e.g., sending advertisements by regular mail).
- Improving the effectiveness of your communications will help increase sales profits.
- Forecasting sales.
- Cost saving – sending personalized messages will make your campaigns more successful. This way you can avoid sending communications to the customers that could hamper achieving the desired effect.
Databases – where to store customer data to improve your communications?
Not only it is important how you obtain the information needed to create your marketing databases, but you also should have the appropriate tools to store the information, analyze the data and personalize communications. What you need is the CRM (Customer Relationship Management) system, which is designed to manage the relationships with your existing and potential clients. By integrating the CRM system with all data sources, you will be able to automate your marketing and sales processes. What is the most common CRM system recommended for managing customer communications?
Salesforce – How to manage, plan and sell using data?
Salesforce is one of the most popular CRM systems in the world. It helps increase the success of your sales by way of effective data management. It enables you to collect data and gather customer information, all of which should be store in one location. This will facilitate making appropriate interactions with your customers and send them personalized and effective communication. In this way, you can improve the customer’s interaction with your brand, which can lead to selling your products in the future. Salesforce supports the planning and design of marketing campaigns, sending newsletters, or automating promotion activities through customising your communication channels.
How to generate leads effectively and improve communications with your customers?
The key factor is to understand your customers and observe their behaviours. You need to know how to define the needs and keep up with the evolving market conditions, as they will often affect the needs of consumers. Salesforce allows you to track the user’s behaviours, helping you design successful marketing campaigns. If you want to find out how you can benefit from implementing Salesforce in your organization, sign up for a free webinar to learn more about the advantages for your business.
