Which Kind Of Marketer Are You?

Mass Marketing

Database Marketing

Segmentation marketers measure the demographic and psychographic profiles of customers and prospects. They group together individuals with similar profiles, give them catchy names like "Furs & Station Wagons" and "Inner City Blues" -- and treat them all as if they were identical.

Interactive marketers use segmentation to enhance a customer database focused on actual customer behavior, in order to identify customers and prospects; and employ statistical models to assess their current and lifetime value. Each customer can receive a tailored offering.

Advertising communications are designed for the average customer or prospect, the lowest common denominator of the target group.

Mass media advertising is part of an integrated communications plan, using information on individual customers to support customized marketing.

PROMOTION

Focuses on image advertising through television (a key source of agency profits) and magazines. Promotional offers are broadcast, or mailed to homes defined by geodemographics.

Focuses on "narrowcast" messages through traditional direct and new media channels, supported by broadcast image advertising.

PRICING

Promotional discrimination depends on customer self-selection, based on offers to a mass market or to a finite number of segments.

Price discrimination exploits knowledge of the individual's price/value sensitivity, and is delivered to that individual uniquely.

SALES MANAGEMENT

Customer data tends to reside and is used on the platform and the front line, to support transactions rather than customer service or sales.

Customer service, sales and marketing management all have access to customer files and prospect databases.

DISTRIBUTION CHANNELS

The institution's success depends largely on its ability to manage face-to-face interactions between customers and front-line personnel to distribute its products.

The institution has a direct link to the customer as well as a front-line, and all access points -- including e-mail and the Web -- are coordinated and have access to the same customer data.

NEW PRODUCTS

Product development is driven by the system supplier's existing technology and production systems. Research and development is supply-driven.

New products and services are market-driven based on customer need.

MONITORING

Market share, sales and profit are the indirect monitoring tools. Surveys measure customer satisfaction but not purchase intent. Reviews and audits, if any, tend to be periodic, usually annual.

Traditional measures supplement the tracking of purchase behavior. Business analysis focuses on measures of success in retaining customers and margin over cost of acquiring new customers. The value of the customer base is monitored with lifetime value calculations. Monitoring is continuous.

 

Well, how did you fare? Go to Database Marketing Demystified to increase your DM quotient.

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