Net Impact Media explains Push vs. Pull

Our clients often ask us to explain the difference between Database Marketing and Customer Relationship Management (CRM). The question reveals some confusion as to what purpose the two disciplines serve.

Consider the following:

In almost all situations, CRM presupposes that the dialogue was initiated by your customer. You respond to the customer, attempting to turn the dialogue into a relationship-building (and selling) opportunity. It's usually the right thing to do, but it?s an entirely reactive process. The customer is pulling information from you.

Successful businesses do not sit idly and wait for customers to initiate selling opportunities. It doesn't happen often enough to drive growth. At its heart, marketing is a proactive exercise. That means you need to push your sales offer to them.

It is the integration of proactive database marketing with reactive customer relationship management that makes the one-to-one connection rewarding for both of you. Your customers respond to an offer when you make it, and you respond to their needs when they ask. When the two converge, the result is a shared experience that completes the marketing cycle.

Being successful in the marketplace is not a matter of choosing whether to be a relationship marketer or a database marketer. In almost all situations, how well your overall marketing works is largely a function of how well you fit the two together.

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Database marketing is not just for BIG business

It is important to understand that database marketing has evolved to a point today where many companies are able to access and sift through large and complex volumes of information to make more informed decisions about the means and costs of their customer marketing investments.

DB marketing success needs answers to questions like:
Which customers do we target for a particular promotion?
How do we tailor our message for that particular customer group?
Which customers are most valuable over the life of the relationship?
What distinguishes our best customers?
How do we find or develop more customer relationships of this kind?

Net Impact Media can help you build a database, improve the management and potential of your existing database and market to other databases. Get in touch with us today.