Database marketing and Word-of-mouth marketing recount

At home, a lot of marketing people's knowledge of database marketing is very shallow level, simply think that database marketing is to use a database to do sales can, such as holding a group of customers to call, fax, send e-mail, send text messages, to pass the enterprise product information. In fact, this is the implementation of database marketing, is a database marketing extension. The Real database marketing project is actually a complex system of marketing activities, including, database planning, establishment, data analysis, data statistics, data mining, data Model building, database marketing project hardware planning, software planning, personnel planning, implementation methods, test control, departmental coordination mechanism. Limited to the length of the relationship, not detailed analysis.

But the database marketing relative to other marketing methods is a bit, low cost operation, marketing input in the output is controllable, can be adjusted in real time, so in the domestic by many large companies adopted, or are forming a specialized database marketing department.

The use of Word-of-mouth propaganda enterprises have been recognized by many enterprises the importance of this product push, but many enterprises do not have this way of specialized marketing methods to operate. People communicate and talk to people around a lot of issues every day, including the products or services they buy and consume, especially female consumers. Such conversations or communications are made without any commercial inclination, without any commercial publicity. But the participants in this conversation had a big impact on the perception of the evaluation of the product and the subsequent purchases, because people were less likely to trust their co-workers, friends or loved ones than the salespeople who stood behind the counter.

Word-of-mouth Marketing can become a new way of marketing, largely because of its "viral marketing effect." People are communicating every day, whether it's about their own business or about others. The results of our survey found that a consumer who had a positive experience with a product or service would tell his story to at least 5 friends, and if it was a negative experience, he would tell at least 11 consumers. And those who hear the story will tell the 5~11 person again, and so on.

With the rise of China's economy, enterprises in line with international standards of continuous innovation and the introduction of advanced management concepts and business model. Database marketing has been repeatedly mentioned in recent years. Especially in the Internet age, this kind of active marketing method is to be praised by many modern enterprises. However, what is the database marketing of the definition of database marketing, is a opinions. How to do, how to do a good job in database marketing, is recount.

First, we must understand what is the database battalion sales. We give the following definition:

Database marketing, is a set of content covering existing customers and potential customers, can be expanded at any time, cut, follow up, update the dynamic database management system.

Its functions are:

First, to confirm the customer grade, customer habits, so as to understand the classification of customers;

Second, with effective customers to establish long-term, high-quality good partnership;

Establish an advanced model based on the database to enable it to:

1, in the appropriate time, the appropriate way to convey effective information to the appropriate customers;

2, effectively win customer support and trust;

3, the smallest marketing expenditure to obtain the greatest benefits;

4, the establishment of customer loyalty to the brand;

5, so that the profits of enterprises to achieve maximum.

Database Marketing Background:

With the improvement of people's living standard and the diversification of consumption patterns, customer relationship marketing is paid more and more attention. Therefore, enterprises must understand the needs of customers in various aspects, and according to the customer's personality and their needs, to provide suitable for their goods or services. Database Marketing provides a solution for enterprises to meet the different needs of different customers, and this kind of marketing has made marketing management a big step towards informatization. Therefore, the database marketing belongs to the frontier discipline, it combines information technology and marketing to learn in one.

Database marketing involves objects:

First, the marketing object is a variety of needs of customers. The second is large to hundreds of thousands of, millions of customer data information.

In the database marketing has a basic understanding, how can the database marketing well?

There are several key technologies in database marketing.

A. Data Warehouse construction

The "Data Warehouse", in short, is the collection of useful data from other systems, stored in a consolidated storage area. In fact, is a process of integration, the capacity of a particularly large relational database, to store the decision support system for the data needed for analysis and use. From the perspective of information technology, the goal of the data warehouse is to organize the data and, at the right time, to give the right information to the right people. This is an ongoing operation that is not done once and is different from the way in which the system was developed in the past. The common problem with data warehouses is how to integrate databases from different sources and quickly move data to the Data warehouse. The Data Warehouse can obtain the internal information and market information on demand, and know the reaction of the enterprise to the market.

The Data Warehouse extracts useful information from various types of databases of the enterprise and purifies the data. Data mining is based on these data, using predictive model, database segmentation, connection analysis and deviation monitoring analysis methods to find out valuable hidden events, give decision-making reference. Internationally suitable for data mining applications, including the financial industry, insurance, telecommunications, network-related industries, retail, manufacturing, health care and pharmaceutical industry. What these industries have in common is that they have a lot of information. These industries are also the fastest growing areas of database marketing.