Plan it carefully.
A Marketing or CRM System is a database (normally computerised) which holds transactional, personal and lifestyle information about your customers. It helps you maintain a more personal "relationship" with your customers, rather than a purely transactional one by remembering more about each individual than a simpler system can cope with.
Consideration must be given to:
- the best way of getting data in and out of the database;
- integrating it with social networking sites, transactional systems, etc.;
- keeping data up-to-date;
- searching/manipulating data so that all customers are only sent communications which they are interested in.
You can create it yourself or get a supplier to do it for you.
There are many good database packages on the market and many good database service suppliers, BUT you MUST define your current and future requirements before you can design a successful system, or it will never work as you need it to.
One To One Can Help You Define Your Needs
Simon Gough-Brown is an expert in collating user requirements with many years experience of managing marketing teams and managing database projects.
We can also clean, update, de-duplicate and move your existing data into the new system. ETL (Extract, Transform and Load) tools make this easier, but complex data from many systems can cause many difficulties and needs experienced management to be successful.
Database Marketing is Different
It requires an unusual balance of skills and attributes in the creation and execution of DM programmes. You need the ability to analyse and deal with detail, the knowledge to understand computer technology and the creativity to design mailing or other direct marketing programmes.
For many years now we at One To One have been helping people to do this and it never fails to amaze us how different each programme is.
Very basic and cheap campaigns can be as profitable as much more sophisticated ones. So be careful and test, test, test. Know what your response is going to be before you get it. And manage the project as tightly as possible. Your profitability relies on good Project Management.
CRM - A Strategy Whose Time Has Come?
"Marketing is just common sense!"
However to make a profit you need to manage in a sophisticated way.
The 90's has seen the happy coincidence of marketing need with appropriate and cost-effective technology. The result has been a marketing revolution known as Database Marketing.
Get your data it cleansed and freshened up.
Our Strengths
This is where One To One Consulting Ltd has its strength.
We have those skills, aptitudes and experience, whilst also having the capability to adapt and exploit other opportunities which arise.
A flexible solution for clients who require the level of experience and expertise which is not cheap to organically develop.
There are many agencies who can manage the logistics: database supply, data-capture, list sourcing, mailing, fulfilment, data warehousing and data mining, but to co-ordinate the set up of a quality marketing system takes considerable experience and that is where One To One can help.
Telephone 01733 246474 for more information