BUS351 WEEK 4 DIS 1

docx

School

University Of Arizona *

*We aren’t endorsed by this school

Course

351

Subject

Marketing

Date

Apr 3, 2024

Type

docx

Pages

Uploaded by CommodorePower13632

What is database-driven marketing? Database marketing involves collecting and utilizing customer data for the purposes of enhancing interactions with customers and developing customer loyalty (Clow & Baack, 2018). When businesses collect information, such as purchase preferences, sizes, or frequently bought they can use this to market certain products or even give discounts for preferred products to create stronger customer retention. By creating a loyal customer base, the company can leverage alternative forms of marketing such as buzz marketing. Existing customers with brand loyalty become advocates in spreading the word on your behalf as a business. How do marketers use it for their marketing programs? Consider data warehouse, geocoding, and customer relationship management. Marketers can leverage the information they have gathered to incentivize customers with offers that are catered towards their wants and needs. To run a successful database-driven strategy the company would need to ensure they have an adequate way of housing the customer’s data. This is known as data warehouse. The IT department and marketing team distinguish between an operation database and the marketing database (Clow & Baack, 2018). This is important for how the business will interact with the customer and which information is needed. What are the benefits of utilizing database-driven marketing to the marketer and the customer? Use the brand you selected as an example. In order to truly elevate the database ensuring a digital approach is important. Having email, mobile, and internet data allows for instant access and is also a low-cost wat to communicate. By having a robust database companies can run a lifetime value analysis for their customers. This allows them to accurately forecast a customer’s value to their business at multiple points, one would be during acquisition and then again for retention. Database-driven marketing can help increase the value of a customer over time by the types and frequency of interaction a company can have. Conversely on the customers benefits side it can impact how you’re treated,

what deals you receive, and how flexible the company will be if an issue does arise. When you go on Doves website a screen pops up to insert your email address for a coupon. This allows the customer to have their first purchase discounted and be the first to receive communications about new products, sales, discounts, and even free gifts. By doing this it also pushes customers to create accounts with the company allowing them to keep track of the scents, product preferences, and previous purchases so they can market certain products to certain individuals. References Clow, K. E., & Baack, D. E. (2018). Integrated Advertising, Promotion, and Marketing Communications (8th ed.). Pearson Education.

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

Related Documents

Silmon_Charlesa_Unit5_AssignmentGB530.docx

GFUEL and REDBULL.pptx

MG 495 Discussion 1.docx

Workbook 4 Semester 2 2022.docx

STP assign W2024 (15% due wk 6).docx

session 2 hdfkasdfj.pdf

BUS352 WEEK 3 DIS 2.docx

MKT225_ModuleFourActivity2.docx

Entr Marketing Final Exam.docx

HCM 325 Module Two Assignment Worksheet Deanna Kennedy.docx

mkt 620 milestone one.docx

mkt 618 milestone one.docx

Recommended textbooks for you

Marketing

ISBN:9780357033791

Author:Pride, William M

Publisher:South Western Educational Publishing

MARKETING 2018

Marketing

ISBN:9780357033753

Author:Pride

Publisher:CENGAGE L

Contemporary Marketing

Marketing

ISBN:9780357033777

Author:Louis E. Boone, David L. Kurtz

Publisher:Cengage Learning

SEE MORE TEXTBOOKS

Recommended textbooks for you

Marketing
Marketing
ISBN:9780357033791
Author:Pride, William M
Publisher:South Western Educational Publishing
MARKETING 2018
Marketing
ISBN:9780357033753
Author:Pride
Publisher:CENGAGE L
Contemporary Marketing
Marketing
ISBN:9780357033777
Author:Louis E. Boone, David L. Kurtz
Publisher:Cengage Learning

Marketing

ISBN:9780357033791

Author:Pride, William M

Publisher:South Western Educational Publishing

MARKETING 2018

Marketing

ISBN:9780357033753

Author:Pride

Publisher:CENGAGE L

Contemporary Marketing

Marketing

ISBN:9780357033777

Author:Louis E. Boone, David L. Kurtz

Publisher:Cengage Learning

SEE MORE TEXTBOOKS