database marketing

Database marketing is a form of direct marketing. Based on database information, the profiles and needs of customers are analyzed and suitable marketing measures are developed to address these customers in the best possible way.

Company loyalty card programs are excellent sources for databases and allow socio-demographic analyses as well as concrete purchasing behavior to be mapped. The customer approach based on database marketing is mostly done in personalized communication using all direct marketing tools such as e-mail, short message service( SMS) or direct calls.

A distinction is made between two types of database marketing: Firstly, consumer database marketing, which is aimed at end customers and is subject to legal restrictions due to data protection. Secondly, business database marketing, which is used in business-to-business( B2B) with other companies and is less restrictive in terms of data analysis.