Database Dilemmas

Building databases are easy... especially in these times of viral marketing and incentives to share contact info; making money with your database can be challenging. What are some common mistakes that cause databases to fail?

1. Diving in without a marketing strategy: A successful strategy involves collecting data on your customer's purchases, building a database that permits analysis, and determining what motivates your customers

2. Focusing on price instead of service: Database marketing builds loyalty, discounts do not. Database marketing strategies provide dialogue, recognition, and service that overrides price points.

3. Failing to link the database to the Web: Personalization requires information such as purchase history, preferences, and contact information that your sales reps need when they work directly with your customers.