Launching a Database Marketing Project

Robert McKim
MRE Enterprises

The business environment and increased competitive pressures have caused many corporations to shift to a more targeted marketing communications. Today, we are competing in a worldwide basis and targeting and communicating effectively is even more critical.

Database marketing started late in 1960s with the Dinner's Club Card. Diner's Club had few hundred thousand customers to whom they promoted restaurants that accepted the credit card. The most successful marketers on the Internet today are database marketers. Dell Computer and Lands' End are great examples what database marketing can do.

Database marketers can …

  • Send targeted promotions to any segment of their customer and prospect lists

  • Measure the value of their individual customers