Make your database a marketing tool

Andrew Newnham

By Andrew Newnham (Fruition Data)

Whilst I’ll leave marketing to Jean McIntyre to explain the mechanics of marketing itself, I thought this week I’d share a few tips which can help turn your database into a real marketing resource.

 

Your customer database is a valuable marketing tool, you need to protect it vigorously. You have no doubt invested lots of hours in building up those contacts, you don’t want to give that information away for free. There are techniques which IT companies can use to help protect that investment.

 

A database program will allow you to record details about your customers, but this is not always enough. Good database systems will also allow you to link together similar information, such as events and who attended, or which customers have purchased which products. This means that you can start to identify trends, and use this information to your advantage.

 

Your database should provide you with the ability to set alerts and notifications. It can be a great way of ensuring you always know the important pieces of information about your customers, at the right times.

 

If your customer lets you know who often and in what ways they prefer to be contacted, you need to be able to record this information so you can meet their needs. You also need to keep in mind that there are anti-spam laws which may apply here as well. A good database system should allow you to exclude customers from automated mail-outs and other contact lists if they wish. Failing to do so could cause more damage than good.

 

A good database, with good reporting will help give your company direction. You’ll know who your customers are, what they are after and why they are purchasing one product over another. This will help you concentrate your marketing efforts into avenues which are most likely to be successful. It may also allow you to identify new needs or markets which your company is able to fill.

 

A good database will be a valuable asset, which will continue earning you money, well after the initial price has been long forgotten.