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It's getting obvius that
indifferent customers bombarded by huge amounts of information
can only be reached through alternative communication channels.
While the USA and West-European countries put more emphasis
on direct marketing tools within the communication mix, in
Hungary the use of DM is less established.
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The
benefits of direct and database marketing
 gives
the opportunity to learn the habits of extant or potencial target
groups.
could
result in a significantly higher (90-95%) reach of target group
than mass media.
could
generate instant and direct response. (personalised letters, telemarketing)
attracts
the attention and reflect the company image. (graphics)
reaches
the customer in favourable atmosphere. (home, pleasant ambience)
provides
measurable results, and the possibility of precisely planned campaigns.
(The expected rate of giving answers is calculable)
cost-effective
(direct contact with the customer)
harder
for competitors to learn and copy strategy
The increasingly important field
of database marketing is the
Customer-Related Marketing
Marketing researches proved
that acquiring new customers costs 5-6 times more than keeping
existing ones. The most effective way of building an ongoing,
long-term relationship is the Customer-Related Marketing. Without
showing personalised interest in the customer it's quite impossible
to maintain the good relationship. By means of our databases we
can provide the personal communication with regular customers
and business partners on all fields of business, that considerably
contributes to the success of good long-term relationship.
Nowadays it's quite frequent that a
DM campaign is efficiently backed by online promotion and online
marketing. The most considerable advantages are the possibility
of fast feedback -no costly response letter or phone call is needed-
and the simplicity of checking the validity of addresses.
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