China DMA; Competitive Advantage of Database Marketing.

The China DMA is holding an event on June 18th about the benefits of database marketing. Now I know this isn’t the most sexy sounding topic in the world, but bear with me as I attempt to explain the basics of how effective database marketing achieves marketing goals.

For you veteran marketers out there the idea of segmenting your customer database to acquire new insights into better ways of optimizing marketing budgets isn’t new. However, it is one of those very fundamental marketing concepts that is only getting more and more important into today’s economic climate. 

The key idea here is that by segmenting your database, you can create actionable user profiles. Not sure if customers are young, liberal and ready to spend, or older, conservative with an eye for value? Well database marketing will reveal the habits of your consumers, and when implemented correctly, pretty much show you how to communicate with each user segment to achieve higher overall sales. You don’t talk to a teenager the same way you’d talk to a business executive right? DB marketing helps you define who you’re talking to so you can get the conversation right.

Applications of this fundamental idea are obvious, especially in today’s digital age. For instance, once you identify and segment your websites visitors, you can begin crafting website sub-sections full of targeted information that directly engage those groups. The fastest way to a person’s wallet is to speak to their hearts – this is the promise of a database marketing campaign done well.

However, like all good things in life, it isn’t easy to do; the process is complicated full of technical details, and what’s more, client’s also need to understand how to interpret data and use it to produce actionable results. 

While the China DMA will teach you how to segment your customer base and craft strategies around those segments, you’re likely going to need an agency that understands how to use that data to create pitch-perfect conversations with your buyers. Fortunately, I’ve got a clue on how to do this – so give me a ring if you want some specific advice, strategies, and methods of tactical implementation. Sorry for that shameless plug, but hey – we all have to make a living.

Get more info at the China DMA’s website.

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Tagged as: China DMA, database marketing