DBM is an interactive approach to marketing communication,which uses addressable communications media (mail, telephone,fax, sales force etc) to extend help to its target audience, tostimulate their demand, and stay close to them by recording andkeeping an electronic database memory of customer, prospectand all communication and commercial contacts, to help improveall future contacts.
Source of Data:-One to one interactionBill-BookData Content:-NameAddressPhone No.Data of last orderSource of original enquiryDecision maker or influential
Extending help to a company to reach its targetaudienceStimulating the customer demandRecording and maintaining an electronic database ofthe customer, and all commercial contacts, so that thebusiness firm could improve their future contacts anddevise a more realistic marketing strategy.
1. Each actual or potential customer is identified as a record on the marketing database; markets and market segments are groups of individual customers.2. Each customer record contains not only identification and access information but also a range of marketing information.3. The information is available to the company during the process of each transaction with the customer, to enable it to decide how to respond to the customers needs.
4. The database is used to record customer responses to company initiatives.5. The database eventually replaces market research. Marketing campaigns are devised such that the response of customers to the campaign provides information which the company is looking for.6.. This identifies opportunities and threats more or less automatically!
Helps in making relationship with customer. Validity of the data increases. It is less effortless process. By making database we can understand the customerneeds easily.
Sending Reminder Provide insights into the customer’s buying behavioracross the product categories. Helps in making product extension Help in Forecasting Help in updating the information.
By the help of database we can segment our customerin following manner:= First time customer Small Customer Moderate Customer Long time customer
The application of technologies to great more customeradded value and to facilitate the coordinating of networks isof particular importance for a modern organization and itsnetworks. A well-integrated application of technology andstaff along with experience that could respond to thecustomer needs, encourage the customers to use a wholerange of products/services of firm rather than confine to justa few.