Computers have provided the real boost to direct marketing by facilitating maintenance of large database on consumers.
With the enormous computing power at their command, firms can now store update and use large quantities of data for profiling and individualizing their customers.
Computer based analytical techniques such as non-parametric multidimensional scaling and perceptual mapping have helped firms in segmenting their markets and targeting their customers.
Taking advantage of computing power, firms like Johnson & Johnson, for example have created a database of more than 10,000 mothers in Mumbai, each with a baby less than two years old.
They have collected this data from hospitals and maternity homes. Nestle have carried out similar exercises in other metros for its Cerelac brand infant food. ITC Welcome Group Ltd has complied a detailed database on all CEOs and senior managers in the country.
This included details about each individual’s travel pattern, destination frequently visited, and choice of food and accommodation. Telco is reported to have put together an immense database on 145000 bus and truck owners around the country.
In fact, database-directed marketing has become a potent weapon for acquiring a competitive edge in products and services where differentiation between brands is difficult.
A bold, powerful and direct personal communication that adds value to the product and establishes a lasting relationship with the customer is now possible due to computerization.
Ability to file, amend and retrieve data has changed the procedures, prospects and profitability of direct marketing.
With the enormous computing power at their command, firms can now store update and use large quantities of data for profiling and individualizing their customers.
Computer based analytical techniques such as non-parametric multidimensional scaling and perceptual mapping have helped firms in segmenting their markets and targeting their customers.
Taking advantage of computing power, firms like Johnson & Johnson, for example have created a database of more than 10,000 mothers in Mumbai, each with a baby less than two years old.
They have collected this data from hospitals and maternity homes. Nestle have carried out similar exercises in other metros for its Cerelac brand infant food. ITC Welcome Group Ltd has complied a detailed database on all CEOs and senior managers in the country.
This included details about each individual’s travel pattern, destination frequently visited, and choice of food and accommodation. Telco is reported to have put together an immense database on 145000 bus and truck owners around the country.
In fact, database-directed marketing has become a potent weapon for acquiring a competitive edge in products and services where differentiation between brands is difficult.
A bold, powerful and direct personal communication that adds value to the product and establishes a lasting relationship with the customer is now possible due to computerization.
Ability to file, amend and retrieve data has changed the procedures, prospects and profitability of direct marketing.