Data it’s been around since the 1980s …….sounds boring though, right? Customer data, consumer data we all collect it in some form, but what do we actually do with it…… Data to most sounds scary but not to us! It’s exciting we can use data to sell, service and anticipate our customer’s needs. The possibilities are endless with data its more about understanding what you want to achieve and that’s where we can help you.
WHAT IS DATABASE MARKETING AND HOW DOES IT FIT WITH YOU?
Here’s a scenario in which you might use data (we will try to keep it interesting). You currently sell online some pretty tasty wine– you are doing well and have attracted some good loyal customers. These customers keep coming back for more and slowly you have been building up a database without really realising it – these customers are also spreading the word and talking on social media, business is growing. You’ve decided to branch out a little and introduce some new wine variations (it’s what your customers have been telling you they want) so now it’s time to use your data.
Start by having a little dig through the data you’ve got – this is often a good time to let some geeks do the work for you and come back with some segmentation (basically lists of people that look similar – see not scary at all) Now it’s time to start targeting and testing who are going to be the best buyers. Start with an introductory offer making your loyal customers feel special and appreciated – get them buying potentially cross selling or upselling them depending on the segmentation they fall in.
Next start getting some newbies otherwise known as an acquisition campaign – perhaps try a ‘friend get friend’ offer or a ‘first time buyer’ offer. The cool thing here is this is all trackable and we get some actual facts which help us be more intelligent in our decision making. Data means you can measure effectiveness.
Keep talking and listening to these people (your customers) remember database marketing is about creating relationships.
The even cooler thing about database marketing compared to traditional marketing is it is highly targeted. You will focus your marketing dollars on customers that are most likely to buy and spend less on customers that are less likely to buy. The result is an increased return on your marketing investment and that’s always a good thing right?
So if this hasn’t bored you and your keen to give it a go why not go and grab our briefing white paper or get in touch through the link below – we will hold your hand and help you out, it’s what we do best.