Online marketing has been around for a while now. We have seen the results on our mobile phones, PCs and on the plethora of social networking platforms we use from time to time. You could say that database marketing is a comparatively new concept. As a result, we are now seeing some endeavors to create a portmanteau of the two to construct the perfect marketing campaign. Several companies, old and new, are trying to redefine their marketing effort by making them more targeted.
Why is database marketing an essential part of digital marketing?
Database marketing gives you an insight into the demographics and contact details of the existing customers and potential customers. Earlier, digital marketing was like aiming at a target blindfolded. Right now, the generous contribution of database marketing is making it possible to know exactly which customers are responding to a company’s Facebook ads and who are clicking on their Google sponsored ads. With the increasing sophistication of digital marketing, retaining customers and increasing the ROI is becoming a lot easier for almost all companies investing in digital marketing. At the same time, the line between digital marketing and database marketing is becoming increasingly blurred with time.
Digital marketing is now about using the entire information that customer analytics generates, rather than an extensive reliance on web analytics like it was before. The database has a wide variety of data coming from social media, website logins, e-commerce purchases, customer buying history, warranty applications, promotional offer details, customer generated calls and email correspondences. These are only a few of the actions that generate actionable data for the digital marketing team.
An effective integrated marketing campaign has 3 phases –
Collection of data: There will be no database without valuable data. This data needs to be from a variety of sources, and it needs to be reiterative. Duplication causes degradation of the quality of data in a database, but reiteration can help in creating certain overlapping segments that help in avoiding gaps between data sets. Good data needs to be continuous and reliable.
Converting it into Knowledge: Not all the data that goes into the database will be useful. Thanks to the wide array of mobile devices each of us uses throughout the day, we generate a huge volume of data. Each adult in the US has more than three mobile devices. So, you can imagine the huge volumes of data each of their web accounts generates each time they log in from one of the devices. Now, it is the DBA’s responsibility to create a data model that helps in determining certain patterns among the data in real-time. There is a constant flow of data, and a data engineer needs to tap into the potential of this data to generate actionable knowledge. It is possible for large enterprises and corporations to employ dedicated DBAs to take care of their databases. Start-ups and MSMEs can always opt for remote data assistance from groups of remotely working database administrators. To know their scope of work and services, check out RemoteDBA.com.
Using the knowledge to develop new marketing strategies: The data will be no good if people do not utilize it to fine tune their marketing strategies. Your team of marketing experts needs to make use of the data-based knowledge to design new campaigns and new strategies that help your brand reach new users, with profiles similar to your existing customers. Your team can use the new information to create new communication methods, improve promotional strategies, allocate new resources, develop new mobile advertising strategies and create better post-sale services. These are all the factors that either directly or indirectly contribute to your ROI.
Why does your brand need a new marketing strategy?
Having a database of customers linked with your digital platforms gives your brand a chance to get to know the customers. You can become familiar with their buying habits and browsing traits. Through the use of real-time data models on the customer database, you can find more similar patterns to zero-in on similar profiles. These can be your potential customers. The blindfolded digital strategy can cause you to miss some new leads. With a complete customer database in place, the chances of that happening become less.
Over the years, companies that have adopted a database-inclined digital marketing strategy have shown an increase in sales, improvement of product development and distinct progress in profitability. Most importantly, both digital marketing and database marketing are still evolving, and this is the right time for you to tap into its potential.