On The Marketing Map we placed databases at the heart of all other marketing activity. This is because in the modern marketing environment almost all communication plans are influenced by databases.
Marketeers have access to huge amounts of data, with which to inform their marketing plans, including which platforms perform best for which audiences, purchasing habits of existing customers, demographic profiling of potential customers and more.
Customer, or prospect, databases can be built up either gradually from internal records, through face-to-fact contact, customer enquiries online, or purchased ‘in bulk’ from professional, respected, data suppliers.
Read the latest news stories about database marketing.
