What is database marketing?

The so-called database marketing means that enterprises can predict how likely consumers are to buy a product by collecting and accumulating a lot of information from consumers, and use this information to accurately locate the product, make targeted marketing information, and persuade consumers to buy the product.

Advantages of database marketing

Database marketing has been widely used in Europe and America. In Chinese mainland, the momentum of "a single spark can start a prairie fire" has also begun to appear. Various forms of database marketing, including DM (direct mail), EDM (e-mail DM), E-Fax (network fax marketing) and SMS (short message server), have been favored by more and more enterprises in China.

The reason why more and more enterprises choose database marketing is inseparable from its unique advantages over traditional marketing.

I. Measurability

Database marketing is the only measurable form of advertising. You can know exactly how to get customers' responses and where they come from. This information will be used to continue, expand or reformulate and adjust your marketing plan.

Traditional advertising forms (newspapers, magazines, internet, television, etc.). ) It can only face a vague and rough group, and it is impossible to count the number of target groups, so the effect and feedback rate are always disappointing. As retailer giant wanamaker said, "I know that half of the money spent on advertising is wasted, but I don't know which half."

Second, testability.

Database marketing is like a scientific experiment. Each step can be carefully tested and the results can be analyzed. Suppose you have a bar, you can send an email to announce that all the ladies who come will get a cocktail for free. In another email, you can announce that all customers can get a 20% discount except Saturday and Sunday. After a period of small-scale testing, figure out which email has the highest return, and then use the scheme that gets the best response for larger-scale mailing. No matter the size of the enterprise, as long as the appropriate form is adopted, small-scale tests can be carried out to find out which strategy is most likely to succeed.

Third, reduce costs and improve marketing efficiency.

Boyang database marketing can make enterprises focus on fewer people, and the ultimate goal is to focus on the smallest consumer units to individuals and achieve accurate positioning. At present, 56% enterprises in the United States are building databases, and 85% enterprises think that database marketing is needed to strengthen their competitiveness. Because the consumer database can accurately identify the target consumers of a product, enterprises can avoid using expensive mass media and use more economical promotion methods, thus reducing costs and enhancing the competitiveness of enterprises. According to relevant statistics, the feedback rate of consumers who use database technology to screen promotional materials by mail is more than 10 times that of consumers who send promotional materials by mail without database technology.

Fourth, get more long-term loyal customers.

Authoritative experts have analyzed that the cost of maintaining an old customer is 0.5 times that of seeking a new customer, while the cost of making a lost old customer a new customer is 10 times that of seeking a new customer. If you know more about customers' needs and desires than your competitors, you will retain more best customers and create greater competitive advantages. Using database marketing to keep in touch with consumers can maintain and strengthen the emotional bond between enterprises and consumers. In addition, it is quite accurate to predict the future consumption behavior by using the stored consumption records, which can enable enterprises to better meet the needs of consumers and establish long-term and stable customer relationships.

Five, the secret weapon for enterprises to win

In traditional marketing, mass media (newspapers, magazines, internet, television, etc. ) are used to promote the launch of new products on a large scale, or to implement a new promotion plan, which is easy to attract the attention of competitors and make them take countermeasures immediately, which will inevitably affect the expected results. The use of database marketing can establish a close relationship with consumers, which will generally not attract the attention of competitors and avoid open confrontation. Nowadays, many well-known enterprises apply this modern marketing method to their own enterprises and use it as a secret weapon in the fierce market competition, so as to gain a firm foothold in the market. (The above content is taken from Boyang Information)

Characteristics of database marketing

1. Provide directly controllable personalized service.

2. Implicit competition

3. Diversification of communication channels

4. Minimize the cost and maximize the effect

5. High-tech content

Integrated interactive marketing

The most different from traditional media technology is that interactive marketing can now enter all aspects of people's lives and meet people's different needs in all aspects. For example, from the way consumers go to work to the way they go home at night, interactive marketing technology can adapt to different environments, so interactive marketing can influence consumers.

Let's review the process of consumer purchase. The key of interactive marketing lies in the different stages of consumers' purchase, and what methods should be adopted to influence consumers' behavior to the maximum extent, so as to increase our income and obtain what we call marketing return rate.

The fast food industry loses customers very quickly. You may eat fast food in college, but after you have some life experience, you will find that eating fast food ten times a week is not a very healthy choice. This is why McDonald's needs to keep adding new consumers, because its existing consumers will gradually lose after a period of time, so it needs to constantly replenish consumers and spend some time to maintain their income. McDonald's has a very creative move in China. It uses short messages and the latest news of the World Cup to attract consumers, not only to eat fast food, but also to eat McDonald's fast food.

In April this year in Shanghai, McDonald's sent150,000 mobile phone messages. Because his news is very targeted, he only targets at his target customers. Moreover, it was in the right place, at the right time and on the right occasion that the SMS was delivered to the consumer, so his harvest effect was very good. The response rate to his SMS promotion was 12%, which was greatly improved compared with the traditional direct promotion methods 1 ~ 3% and 3 ~ 5%. This is one of the most effective and successful marketing activities in McDonald's history, and it has won new consumers for McDonald's.

In industries completely different from fast food, such as cosmetics, L 'Oré al China faces different challenges from McDonald's in the process of information collection and collation. How to solve this problem? A few months ago, they started a website with China Women's Magazine and Sina. This is in line with their target consumers and also the target readers of China Women's Magazine.

You may have noticed that their L 'Oré al brand is actually behind the brand of his website. The purpose of this is that they don't want to force consumers to directly enter the stage of buying products, but to provide consumers with the information they need, so as to attract consumers and increase their understanding of the brand. In fact, this website attracted180,000 people in a week. If the purchase frequency is not the purchase information, but the purchase itself. For example. In China, e-Dragon and Ctrip. Com just wants to help consumers solve their troubles in buying air tickets, booking hotels or other aspects.

Future development trend

In fact, interactive marketing is not necessarily online, but may be offline. Take Ctrip as an example. They have bought several famous hotels and enterprises in China, and their flexible business and offline business, which are fully integrated with interactive marketing, have proved to be more effective when consumers do not book and pay online.

So, when Ctrip. Com solves the problem of consumers in the actual purchase stage. They were very successful. So it is not only the largest online travel website, but also the largest national business travel service company.

The most important thing is not whether you want to implement this kind of interactive marketing online or offline, but to target a specific stage in the purchase process, at which this kind of interactive marketing can have the greatest impact on consumers.

Let's take a look at HSBC in Hong Kong. HSBC is the largest bank. The problem they encounter is not to make consumers want to buy, nor to provide information to consumers. Their problem is how to retain consumers after buying products.

HSBC provides a very convenient online trading platform for consumers who have already done business. Consumers can exchange business information with HSBC more conveniently through the Internet, thus stimulating their desire to buy more products or conduct more transactions. A notable example is that at first, about 20% of foreign exchange transactions took place on the website of HSBC. Later, it increased from 20% to more than 50%.

Specifically, the bank's website can add some new functions. For example, to open an account or make some introductions, HSBC brings together all possible relationships between existing consumers and banks, and provides consumers with a lot of information through a simple and quick page that can be downloaded quickly.

Let's go back and summarize the four situations we put forward. The four companies in these four cases are facing different strategic challenges and are at different stages of the consumer buying process. For example, McDonald's stimulates consumers' willingness to buy. For example, the challenge for L 'Oré al is to provide consumers with a brand that has nothing to do with his brand, so that consumers can make choices. On Ctrip. Com and eLong, they face two problems in the purchase process: on the one hand, the customers who run the business have strict requirements, requiring air tickets and hotels in one step. This experiment is very difficult. On the other hand, they are faced with the problem of lack of means of payment, as well as the problem of lack of domestic means of payment. Therefore, they chose the mode of combining online and offline to solve this problem. This example of HSBC clearly tells us that a website dedicated to serving consumers is completely different from a website that provides information to consumers at all stages of the purchase process. Because HSBC realizes that the biggest challenge it faces is how to retain consumers and customers. So, his website is designed for this idea. Many other banks just want to focus on all stages of purchase, so they have no success.

On the whole, the process of implementing interactive marketing is similar to the process of advertising companies designing consumer goods advertisements. Is to find a way to use the media to convey a message to consumers in an attractive way.

The most different from traditional media technology is that interactive marketing can now enter all aspects of people's lives and meet people's different needs in all aspects. For example, from the way consumers go to work to the way they go home at night, interactive marketing technology can adapt to different environments, so interactive marketing can influence consumers.

Let's review the process of consumer purchase. The key of interactive marketing lies in the different stages of consumers' purchase, and what methods should be adopted to influence consumers' behavior to the maximum extent, so as to increase our income and obtain what we call marketing return rate.

The fast food industry loses customers very quickly. You may eat fast food in college, but after you have some life experience, you will find that eating fast food ten times a week is not a very healthy choice. This is why McDonald's needs to keep adding new consumers, because its existing consumers will gradually lose after a period of time, so it needs to constantly replenish consumers and spend some time to maintain their income. McDonald's has a very creative move in China. It uses short messages and the latest news of the World Cup to attract consumers, not only to eat fast food, but also to eat McDonald's fast food.

In April this year in Shanghai, McDonald's sent150,000 mobile phone messages. Because his news is very targeted, he only targets at his target customers. Moreover, it was in the right place, at the right time and on the right occasion that the SMS was delivered to the consumer, so his harvest effect was very good. The response rate to his SMS promotion was 12%, which was greatly improved compared with the traditional direct promotion methods 1 ~ 3% and 3 ~ 5%. This is one of the most effective and successful marketing activities in McDonald's history, and it has won new consumers for McDonald's.

In industries completely different from fast food, such as cosmetics, L 'Oré al China faces different challenges from McDonald's in the process of information collection and collation. How to solve this problem? A few months ago, they started a website with China Women's Magazine and Sina. This is in line with their target consumers and also the target readers of China Women's Magazine.

You may have noticed that their L 'Oré al brand is actually behind the brand of his website. The purpose of this is that they don't want to force consumers to directly enter the stage of buying products, but to provide consumers with the information they need, so as to attract consumers and increase their understanding of the brand. In fact, this website attracted180,000 people in a week. If the purchase frequency is not the purchase information, but the purchase itself. For example. In China, e-Dragon and Ctrip. Com just wants to help consumers solve their troubles in buying air tickets, booking hotels or other aspects.

Future development trend

In fact, interactive marketing is not necessarily online, but may be offline. Take Ctrip as an example. They bought several well-known hotels and enterprises in China. In the case that consumers don't book and pay online, their business is more flexible, and the offline business fully integrated with interactive marketing has proved to be more effective.

So, when Ctrip. Com solves the problem of consumers in the actual purchase stage. They were very successful. So it is not only the largest online travel website, but also the largest national business travel service company.

The most important thing is not whether you want to implement this kind of interactive marketing online or offline, but to target a specific stage in the purchase process, at which this kind of interactive marketing can have the greatest impact on consumers.

Let's take a look at HSBC in Hong Kong. HSBC is the largest bank. The problem they encounter is not to make consumers want to buy, nor to provide information to consumers. Their problem is how to retain consumers after buying products.

HSBC provides a very convenient online trading platform for consumers who have already done business. Consumers can exchange business information with HSBC more conveniently through the Internet, thus stimulating their desire to buy more products or conduct more transactions. A notable example is that at first, about 20% of foreign exchange transactions took place on the website of HSBC. Later, it increased from 20% to more than 50%.

Specifically, the bank's website can add some new functions. For example, to open an account or make some introductions, HSBC brings together all possible relationships between existing consumers and banks, and provides consumers with a lot of information through a simple and quick page that can be downloaded quickly.

Let's go back and summarize the four situations we put forward. The four companies in these four cases are facing different strategic challenges and are at different stages of the consumer buying process. For example, McDonald's stimulates consumers' willingness to buy. For example, the challenge for L 'Oré al is to provide consumers with a brand that has nothing to do with his brand, so that consumers can make choices. On Ctrip. Com and eLong, they face two problems in the purchase process: on the one hand, the customers who run the business have strict requirements, requiring air tickets and hotels in one step. This experiment is very difficult. On the other hand, they are faced with the problem of lack of means of payment, as well as the problem of lack of domestic means of payment. Therefore, they chose the mode of combining online and offline to solve this problem. This example of HSBC clearly tells us that a website dedicated to serving consumers is completely different from a website that provides information to consumers at all stages of the purchase process. Because HSBC realizes that the biggest challenge it faces is how to retain consumers and customers. So, his website is designed for this idea. Many other banks just want to focus on all stages of purchase, so they have no success.

On the whole, the process of implementing interactive marketing is similar to the process of advertising companies designing consumer goods advertisements. Is to find a way to use the media to convey a message to consumers in an attractive way. An interactive interface with consumers needs something like a story, which can attract consumers and conform to strategic logic at the same time. Then when we implement strategic marketing planning, when we hand over such a final story to advertising creatives or agents and advertisers, we can tell them how to use the characteristics of different media to clearly tell consumers the internal logic of the story.

This process begins with determining where the target market is, depending on how big the target market is. The next step is to carefully understand the customer's behavior pattern, which may be a complicated process. At the same time, to understand the status of different media channels or digital channels, we must understand the relationship between these channels and consumer behavior. In this way, the final interactive marketing scheme we design has only one test principle-whether it can influence consumers' behavior to the greatest extent, and at the same time, it can generate greater sales revenue and better return on investment.

Finally, as a conclusion, I want to provide some simple information. First of all, those companies that disconnect interactive marketing from brand management should integrate these two activities again. Second, the correct way is to integrate some measures of interactive marketing with the integration of traditional marketing, put them together and implement them as a whole.

The combination of interactive marketing and traditional marketing is the future development trend. We call this marketing integrated marketing. We believe that this kind of integrated marketing will consider marketing as a whole and will be the future direction of all enterprises in the future. (This article is based on the recording of Jeff Ripel's speech. )

The core of database marketing is two parts: database resources and the implementation of database marketing.

[Edit this paragraph] Operating procedures of database marketing

Generally speaking, database marketing generally goes through six basic processes: data collection, data storage, data processing, finding ideal consumers, using data and improving data.

Data collection. On the one hand, the database data can be selectively entered into the database through market research and records of consumer consumption and promotion activities, on the other hand, the data recorded by the public, such as demographic data, hospital baby birth records, patient record cards, bank warranty cards, credit card records, etc. (2) Data storage, taking consumers as the basic unit, inputting the collected data into the computer one by one, and establishing a consumer database. (3) data processing, using advanced statistical technology, using computers is different; Integrate the data into an organized database, and then generate any detailed database needed by product development department, marketing department and public relations department with strong software support. (4) Find the ideal consumer, and draw a product consumer model by computer according to the * * * characteristics of the most used consumer. This kind of consumer group has some * * * characteristics, such as interest and income, and a group of consumers who take a brand's products as the marketing target. (5) Using data, database data can be used in many aspects: signing the value target of shopping vouchers and deciding which customers to give them to; What kind of new products to develop; According to the characteristics of consumers, how to advertise more effectively; Judging consumers' consumption grade and brand loyalty according to consumption records. For example, the database of consumers with special figure is useful not only for clothing factories, but also for diet pills manufacturers, hospitals, food factories and furniture factories. Therefore, the database can not only satisfy the information, but also develop the database management project. (6) Improve the database, consumer clubs, coupon feedback, lottery sales records and other promotional activities centered on product development. The information collected is constantly increased and improved, so that the data is constantly updated, thus reflecting the changing trend of consumers in time and adapting the database to the business needs of enterprises. Database marketing has just started in China, but with the development of information technology, communication and the popularization and application of computers, it is believed that more and more enterprises will adopt this modern marketing method, because in the fierce market competition in the future, nothing is more important than understanding consumers' habits and hobbies.

Database marketing example [1]

To start this work, we must first solve the establishment of customer database. How can I bring out customer data? What tools are more suitable for your needs? We try to develop the oldest mailing list into information-based database marketing.

The general process of mailing a catalog is:

Collection and acquisition of email addresses-> Direct mail advertising service-> Waiting for customer orders-> Commodity distribution->; Return processing

The marketing process of information database is:

Collection and acquisition of email addresses-> Mailing addresses are classified into the database->; Direct mail advertising service-> Waiting for customer orders-> Update customer consumption behavior-> Commodity distribution->; Update customer consumption behavior-> Return processing-> Update customer consumption behavior-> Accurate direct mail advertising service-> Waiting for customer orders-> Update customer consumption behavior ... (this cycle)

It can be seen that establishing customer database is the first important thing to start database marketing, and then updating customer consumption behavior is the focus of database marketing. After carefully completing these two tasks, the purpose of database marketing is to enhance the sales power of enterprises, reduce repeated advertising investment, and then generate more lucrative profits.

References:

/view/24338.htm