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Direct Marketing - Coggle Diagram
Direct Marketing
Database Marketing
The decision to contact certain customers will depend on the change in this relationship value rather than the profits on individual actions. Only customers who increase their relationship a er a certain action are targeted.
- Multi-channel database marketing
In this approach, actions to sell the same kind of products or services are sent through different sales channels (direct sales, personal selling, etc.).
Based on response scoring models. A sample of potential prospects is mailed, and response profiles are compared with non-response patterns. The result of this comparison is a model of customer characteristics with a predictive value for response.
- Event-driven database marketing
It is necessary to adjust the timing of mailings and other marketing actions to the moment when customers’ needs become prevalent.
The starting point of database marketing in a company is the phase in which a company uses a database of prospects. They are selected on certain criteria to t with the target group of the product or service.
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Relationship marketing
Marketer’s challenge is to bring quality, customer service and marketing into close alignment, leading to long-term and mutually beneficial customer relationships.