Return with us now to 1992, when integrated database marketing was in its infancy.
I wrote a column that year proclaiming that this new concept would soon be at the heart of all marketing communication, and that it would succeed if it addressed such issues as measurement, clutter and life cycle.
Much has changed in 15 years. But have we gone backward or forward?
Here are some answers.
- Measurement
Practitioners used to talk about how databases helped marketers achieve greater accountability. This is now more critical, thanks to the growing number of channels and variables.
Return on investment is being scrutinized by top management, and the tenure of a chief marketing officer is less than two years. Wall Street wants near-immediate results, and is not interested in midterm to long-term lifetime value.
- Clutter
It’s gotten worse. Between the Internet, satellite radio, mobile devices, digital cable and other media, consumers are exposed to up to 5,000 messages every day. Database marketing used to be touted as the solution. It was thought that targeting would make communication more relevant. But it’s surprising how many marketers still throw dollars around aimlessly instead of using their databases to send relevant, customized messages to consumers.
- Campaign life cycle
We believed back then that integration must start during the planning stages of a campaign and continue through all phases of execution. That’s truer today than ever.
- Database ownership
Corporate marketing departments are still driving data integration initiatives. But other units are increasingly buying the message that the database is the center of customer truth.
- Relationship management
It’s still key, but who’s managing whom?
The few companies that understood CRM in 1992 made sure they had the tools to attract, satisfy and retain customers.
The need to do that hasn’t changed. But the language we use has.
There also has been a shift in where power resides. The rise of the Internet has shifted control to consumers. And this has carried over to offline media. Today’s shoppers have many choices
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