database
Senior Vice President/Database Marketing Director
Conventional advertising is a one-way conversation: you send a message and
the consumer receives it. But sometimes you need an open dialogue;
you want to hear feedback from consumers.
That’s where database marketing steps in. With database marketing, you
create a computer file of your company’s customers and best prospects
and then market to those people as individuals.
This allows you to send out specific information
or offers and see how people respond. Database marketing gives you
the best return on your marketing investment by concentrating on
current customers and top prospects. It’s customizable to
various individuals or groups. And, best of all, the results are
measurable.
