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What are the pros and cons of database marketing?

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Sameer Mathur
Sameer Mathur

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Creating Customer Value and Customer Relationships
Database Marketing Is the process of building, maintaining and using customer databases and other databases to contact, transact and build customer relationship.
Customer database Business database Data warehouse Database marketing Data mining Database Key Concepts
Using the Database To identify prospects To target offers To deepen loyalty To reactivate customers To avoid mistakes
Situations are not conducive Requires a large well-placed investment Difficult to be customer oriented Unwillingness of customers Assumptions may not be true always Downside of Database Marketing
Database not be worthwhile when product is a once-in-a- lifetime purchase Customers do not show loyalty unit sale is very small cost of gathering information is too high No direct contact between seller and buyer
-Kanishk Chaturvedi

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