Successful operation of a marketing database requires a change to a marketing culture. A marketing culture demands:
- A marketing approach rather than a systems approach. Marketing is customer-centered and all systems need to be created and managed to support customers. Ask, "How will this add value to my customers: experience and use? The technical nature of database management cannot supersede the need for marketing and customer support.
- A willingness to invest. Marketing databases require systems composed of hardware, software and experts to operate them. Loyalty programs require strategy and time to succeed. All are vital investments that are required before a database marketing program will succeed.
- Accountability and a return on investment.
Marketing promotions need to be considered as investments that require a return on investment. Reports and calculations need to be made for all decisions, and the decisions need to be accountable to show a required return on investment.
Good Luck & Good Selling!
Russ
1 comment:
I've been in Database Marketing for twenty years --- your marketing approach comments are accurate. Systems approaches resuls in a form of database marketing that is colder and less actionable than you see when approached from a marketing standpoint.
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