Customer Database and Marketing

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Database Marketing is a powerful competitive weapon for companies – especially large ones. The growth of database marketing is rooted in the small business philosophy of staying close to the customers, under-standing and meeting their needs and treating them well after the sale.

Much corporate marketing is tied to big, general marketing or advertising campaigns with a single message – the same for everyone. The statement may be in tandem with the brand’s Unique Selling Proposition (USP). However, customers have different needs and a single USP spelt out to the whole market is no longer enough.

Messages must be tailored to specific segments of the market and ultimately to the market segment of one, the individual customer. Computerising the customer database makes it possible to address messages more specifically and market additional products to each customer.