Agency Glossary

Database Marketing

Database marketing is a form of marketing to consumers with personalized communications from data collected over time and often stored in a data warehouse.Commonly used as a component of relationship marketing, database marketers may collect this information from consumers via online application forms from contests, e-mail marketing campaigns, online subscriptions, online games and integrated promotions. Practical applications of database marketing and customer relationship management (CRM) include behavioral segmentation for customized marketing campaigns and purchase history analysis. Data ranges from an e-mail address collected by a salesperson to a name and address from an online form. Database marketers must ensure this information is collected willingly and knowingly from consumers.

 

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