Principles of Direct, Database and Digital Marketing - Alan Tapp - Häftad () | BokusDirect Marketing — an Overview 1. Databases in Direct Marketing 2. Generations of customer databases. When a customer enters the changing cubicle, the video screens in the walls of the cubicle show clips of the chosen piece of fashion worn by different models in various combinations. Monitors in the cubicle and throughout the store show video clips suggesting complementary pieces of clothing that fit the customers taste.
Principles of Direct, Database. Alan Tapp, Ian Whitten and Matthew Housden
As limitations on traditional marketing tactics and scrutiny by tobacco control have increased, the tobacco industry has benefited from direct mail marketing which transmits marketing messages directly to carefully targeted consumers utilising extensive custom consumer databases. However, research in these areas has been limited. This is the first study to examine the development, purposes and extent of direct mail and customer databases. We examined direct mail and database marketing by RJ Reynolds and Philip Morris utilising internal tobacco industry documents from the Legacy Tobacco Document Library employing standard document research techniques. Direct mail marketing utilising industry databases began in the s and grew from the need for a promotional strategy to deal with declining smoking rates, growing numbers of products and a cluttered media landscape.
Database marketing is a form of direct marketing using databases of customers or potential customers to generate personalized communications in order to promote a product or service for marketing purposes. The method of communication can be any addressable medium, as in direct marketing. The distinction between direct and database marketing stems primarily from the attention paid to the analysis of data. Database marketing emphasizes the use of statistical techniques to develop models of customer behavior, which are then used to select customers for communications. As a consequence, database marketers also tend to be heavy users of data warehouses , because having a greater amount of data about customers increases the likelihood that a more accurate model can be built. There are two main types of marketing databases, 1 Consumer databases, and 2 business databases. Consumer databases are primarily geared towards companies that sell to consumers, often abbreviated as [business-to-consumer] B2C or BtoC.
Principles of Direct, Database and Digital Marketing ﬁfth edition Alan Tapp Ian Whitten Matthew Housden The growth of digital marketing is the most important.
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