Samenvatting data driven marketing
-we live in a generation: -where data is more important than ever
-databasemarketing= the engine of direct marketing and electronic marketing communication
➔database with personalised communication processes
Role of database in the direct marketingmix:
• Traditional forms direct marketing
o Direct mail
o Telemarketing
o Promotion & loyalty programs
o …
-role of database in the e-marketingmix:
• Forms of internetmarketing
• Webvertising
• E-mailmarketing
• Social media
-Database= collection of information of all your consumers and we call it the engine of direct
and e-marketing
-data driven marketing= using data about consumers to drive marketing-related decisions
-direct marketing is an: interactive system of marketing which uses one or more media to effect
a measurable response
-the most important communication channels for direct marketing are:
• Direct mail
• Mail order
• Door-to-door
• Tele-services and call centers
• Internet
• E-mail marketing
• Social media marketing
➔they have all in common that they directly address a consumer in a personalized way
-the future is: bright for personalized advertising
➔e.g. electronic advertising bord that changes when you passes
-data-driven society in China: China has face recognition and work with the credit score for
good and bad civilians
-Nano-marketing= An offer you make for one customer only (EXAM!)
-essential elements in definition of data-driven marketing:
• Direct contact / sustainable relation with individuals ( mass audience)
1
, • Direct communication media mass media
• Segmented (targeted audience) and identified (contact data)
• Database techniques
Recent developments & motives
-Affiliated terms: database marketing, one-to-one marketing, relation marketing, loyalty
marketing, action marketing
-the evolution in 3 phases:
1. Product-oriented to market oriented marketing (1ste phase)
2. Market-oriented to individual oriented marketing (2nd phase)
3. Breakthrough to second phase marketing
1)product-oriented to market-oriented:
• First, entire focus on the best possible product or service. Than focus on selling these
products and services.
• Not only technical features of product determine whether it will be bougth, but more the
needs of the customer that get satisfied by the product.
➔Only you have to communicate about it? By advertising... Sponsoring... To mass
audiences... Not homogenic, target groups... Approach them differently.
2) from market-oriented to individual-oriented
• Second stage marketing
o End of the 20th century (since the 90s): increasing knowledge of the consumer
o First approach of consumers by a limited number of specific direct marketing
companies
o Use of direct media: direct mail, telephone and rise of direct response
advertising (TV, Radio, advertisements)
➔focus on cost / revenue per consumer and other quantifications of clients
-new concepts and measurement methods in individual-oriented:
• Customer lifetime: period of time in which a customer keeps doing purchases
• Customer satisfaction: satisfaction of customer about the supplier of a product /
service (soft data)
• Drop out / churn: number of customers that leave
• Customer life cycle: life cycle with on various moments concrete events that co-exist
specific interests and needs (e.g. birth, marriage, moving houses)
➔Besides ‘hard’ client data (i.e. customer behaviour) also ‘soft’ client data (i.c., opinions,
attitudes or values measured in market research) (e.g.,. lifestyle, values)
-difference direct marketing 1st and 2nd phase:
• 1st phase: terminology and techniques focused on product (price, distribution,
promotion, …)
2
, • 2nd phase: terminology focus on client, relation with the client: customer value,
opportunity to buy, loyalty, …
➔2nd phase is more client-oriented, they are worth to approach and which were too expensive
3) breakthrough of second-phase marketing:
➔further development of second phase (CRM = Customer relationship management)
➔registering consumer behaviour
• Using digital media, including mobile data:
o Fast and cost-effective contacts with consumers
o Reaching consumers at the right moment with the right (adapted) offer
-Customer connections; contacten via verschillende media kunnen gecombineerd worden,
waardoor mogelijkheid ontstaat voor one view of the customer
In the second stage, marketing and sales are highly specialized functions.
➔Marketing shapes the concept, branding, packaging, pricing, and positioning. Sales builds
relationships, translates needs, makes proposals, and closes the deal.
➔an example of smartphone detection
3
, -DM 1.0= a company that communicate with a lot of people it is not segmented, blindly sending
letters
-DM 1.1= you are going to make segments based on data
-DM 2.0= CRM type, you are going to individually reaching a client
-DM 3.0= when a lot of people talk alot by your brand (viral marketing)
-DM 4.0 =neuromarketing & Big data & AI,
➔important for exam!!!
Second phase marketing can be played: on 4 differents levels
4
-we live in a generation: -where data is more important than ever
-databasemarketing= the engine of direct marketing and electronic marketing communication
➔database with personalised communication processes
Role of database in the direct marketingmix:
• Traditional forms direct marketing
o Direct mail
o Telemarketing
o Promotion & loyalty programs
o …
-role of database in the e-marketingmix:
• Forms of internetmarketing
• Webvertising
• E-mailmarketing
• Social media
-Database= collection of information of all your consumers and we call it the engine of direct
and e-marketing
-data driven marketing= using data about consumers to drive marketing-related decisions
-direct marketing is an: interactive system of marketing which uses one or more media to effect
a measurable response
-the most important communication channels for direct marketing are:
• Direct mail
• Mail order
• Door-to-door
• Tele-services and call centers
• Internet
• E-mail marketing
• Social media marketing
➔they have all in common that they directly address a consumer in a personalized way
-the future is: bright for personalized advertising
➔e.g. electronic advertising bord that changes when you passes
-data-driven society in China: China has face recognition and work with the credit score for
good and bad civilians
-Nano-marketing= An offer you make for one customer only (EXAM!)
-essential elements in definition of data-driven marketing:
• Direct contact / sustainable relation with individuals ( mass audience)
1
, • Direct communication media mass media
• Segmented (targeted audience) and identified (contact data)
• Database techniques
Recent developments & motives
-Affiliated terms: database marketing, one-to-one marketing, relation marketing, loyalty
marketing, action marketing
-the evolution in 3 phases:
1. Product-oriented to market oriented marketing (1ste phase)
2. Market-oriented to individual oriented marketing (2nd phase)
3. Breakthrough to second phase marketing
1)product-oriented to market-oriented:
• First, entire focus on the best possible product or service. Than focus on selling these
products and services.
• Not only technical features of product determine whether it will be bougth, but more the
needs of the customer that get satisfied by the product.
➔Only you have to communicate about it? By advertising... Sponsoring... To mass
audiences... Not homogenic, target groups... Approach them differently.
2) from market-oriented to individual-oriented
• Second stage marketing
o End of the 20th century (since the 90s): increasing knowledge of the consumer
o First approach of consumers by a limited number of specific direct marketing
companies
o Use of direct media: direct mail, telephone and rise of direct response
advertising (TV, Radio, advertisements)
➔focus on cost / revenue per consumer and other quantifications of clients
-new concepts and measurement methods in individual-oriented:
• Customer lifetime: period of time in which a customer keeps doing purchases
• Customer satisfaction: satisfaction of customer about the supplier of a product /
service (soft data)
• Drop out / churn: number of customers that leave
• Customer life cycle: life cycle with on various moments concrete events that co-exist
specific interests and needs (e.g. birth, marriage, moving houses)
➔Besides ‘hard’ client data (i.e. customer behaviour) also ‘soft’ client data (i.c., opinions,
attitudes or values measured in market research) (e.g.,. lifestyle, values)
-difference direct marketing 1st and 2nd phase:
• 1st phase: terminology and techniques focused on product (price, distribution,
promotion, …)
2
, • 2nd phase: terminology focus on client, relation with the client: customer value,
opportunity to buy, loyalty, …
➔2nd phase is more client-oriented, they are worth to approach and which were too expensive
3) breakthrough of second-phase marketing:
➔further development of second phase (CRM = Customer relationship management)
➔registering consumer behaviour
• Using digital media, including mobile data:
o Fast and cost-effective contacts with consumers
o Reaching consumers at the right moment with the right (adapted) offer
-Customer connections; contacten via verschillende media kunnen gecombineerd worden,
waardoor mogelijkheid ontstaat voor one view of the customer
In the second stage, marketing and sales are highly specialized functions.
➔Marketing shapes the concept, branding, packaging, pricing, and positioning. Sales builds
relationships, translates needs, makes proposals, and closes the deal.
➔an example of smartphone detection
3
, -DM 1.0= a company that communicate with a lot of people it is not segmented, blindly sending
letters
-DM 1.1= you are going to make segments based on data
-DM 2.0= CRM type, you are going to individually reaching a client
-DM 3.0= when a lot of people talk alot by your brand (viral marketing)
-DM 4.0 =neuromarketing & Big data & AI,
➔important for exam!!!
Second phase marketing can be played: on 4 differents levels
4
