CRM - Beyond the Hooplah (1,414 words)
July 1, 2002

The Differences Between CRM and Database Marketing by Bob McKim Even with all of the hoopla surrounding customer relationship management (CRM) these days, it's only now that management is beginning to wonder: Is there a difference between CRM and database marketing? They're also asking the bottom-line question: What can we really expect in return for all the money we're pouring into CRM? Both disciplines have similar and overlapping characteristics, such as providing a 360-degree view of the customer and integrating all the data into a common system. While implementation costs can be similar, CRM appears to be the more expensive exercise. CRM

Hiring Database Marketing Partners (1,369 words)
February 1, 2002

A Successful RFP Nets You the Right Partners By Alicia Orr To execute database marketing requires bringing together many components—from creative to planning to software and systems. Some direct marketers prefer to hire a one-stop shop to run their entire process. Others may prefer to outsource pieces of their operation to a variety of different vendors and consultants. And still others opt to handle it all in-house. And for database marketing, the size of the company doesn't really matter when it comes to outsourcing decisions. Large corporations are just as likely to look outside for expertise as are smaller companies. Let's break down

DATA Technology Fuels Customer Relationship Management in the
July 1, 2001

By Bob McKim Competition in the automobile industry is more intense than ever before. Auto makers have to fight for more share of garage with fewer marketing dollars. And auto shoppers are more demanding and savvy than ever before. Thanks to the Internet, auto shoppers expect the manufacturer or dealer, whether they sell or lease a new or pre-owned vehicle, will provide personalized service and attend to their individual needs and preferences. Customers and prospects use 'Net search and content engines, auto chat rooms and sites such as the Kelly Blue Book, and MS Car Point to search for the best values

Technological Darwinism Maximizing ROI (1,583 words)
May 1, 2001

By Bob McKim Everyone is talking these days about how to know their customers better. They want to be like Nordstrom and have a personal relationship with each customer, one customer at a time. In the past, the thought of this would have driven IT professionals mad. Today, while it's still largely a dream, the ability to connect all databases in an enterprise to an organic and intuitive computer armed with the ability to deliver personalized marketing messages to individual customers at the exact right time is becoming more of a reality. Some transitions still need to take place and some

Database-Driven Creative with a Power Punch (799 words)
March 1, 2000

by Carol Worthington Levy This is a great time to be in direct marketing. Database information is becoming more plentiful and accurate; and clients are finally seeing the value in really knowing their customers. Together, this gives the creative department more tools than ever to hand-craft creative that is truly response-driven and reaches the customer more intimately than before. Today, creative teams are being pressed to produce on-target work and prove it with trackable accuracy. In the "bad old days" everyone was in their own corner operating independently and without knowledge of what other groups were doing. The creative team would be given some

Web Site 'Don'ts'
September 1, 1999

by Robert McKim 5 Mistakes that could destroy your site—including scrimping on budget ncreasingly consumers would rather sit at their computers searching for information than spend another hour sitting through another execrable sitcom or over-hyped sporting event. This trend should cause some waves of fear at companies like Gillette, Procter & Gamble and other mass marketers who still spend upwards of 80 percent of their communications budgets on TV. The market for their products is splitting up into millions of individuals who do their own research and find what they want on the Internet. It is interesting to note that according to a recent Harris-Poll survey,

Betting on Loyalty Marketing The Gaming Industry (1,607 words)
March 1, 1999

by Robert McKim Americans continue to show strong support for gaming as an entertainment activity. An overwhelming majority of U.S. adults—92 percent—say casino entertainment is acceptable for themselves or others. Sixty-two percent of U.S. adults say casino entertainment is acceptable for anyone (an increase of one percentage point over last year), and 30 percent say it is acceptable for others but not themselves. Only 8 percent of Americans say casino entertainment is "not acceptable for anyone." One of the most surprising, yet logical places for sophisticated database niche marketing is the $7 billion casino industry. Faced with fierce competition in a crowded industry,