Marketing Database Software
Marketing is the activity of creating brand awareness of a new product or service of your company to your prospective customers. Many sub-activities constitute the main domain of marketing namely Pricing, Positioning and Promotion. Conceptually, Marketing is a knowledge centric domain but many professionals have attempted to demystify this domain. A Marketing Database Software aids marketing professionals with various activities they do. A Marketing Database Software has many myths associated to it which will serve as points to consider for professionals who wish to buy a Marketing Database Software for themselves.
- Myth 1 - Marketing Database Software has matured as a technology - Any product could be called as a matured product if it has evolved qualitatively providing new services to the customers. That has not happened with Marketing Database Software. Though, all the companies who develop this database software promote it as a database marketing niche software, all of them are almost the same with few cat calls being the difference. The most important point for customers to know is the new entrants to this domain are presenting their services on a lower cost scale which has possibly triggered a price war.
- Myth 2 - Database Marketing versus Customer Relationship Management - Many vendors have tried to integrate both these and tried to present their Database Marketing Software as an amalgamated solution to both. The matter of fact is conceptually both are different and talking of market size, Customer Relationship Management has far dwarfed the market for Database Marketing Software.
- Myth 3 - Marketing Database Software is developed by two competitors - In truth, there are two leading companies which develop Marketing Database software - Exchange Applications and Prime Response. But the current truth is there are many companies who develop and promote products as a low cost alternative to the expensive ones.
- Myth 4 - Internet should not be used for the working of Marketing Software - Firstly, the usage of internet is widespread and has so many visitors that it can not be neutralized as a medium of communication. The use of internet for implementation of a Marketing Database system involves high degree of precision and instant decision making capability of the software has resulted in the revolution of On Line Transaction Processing (OLTP) instead of batch-oriented marketing databases. Hence, the marketing database software developed nowadays work on a customer demand principle as opposed to developer supply principle. This ensures that products are marketed on a Pull-Marketing basis as opposed to Push-Marketing.
Marketing Database Software is indeed a helpful tool for marketing professionals. If only the myths could be understood and declassified, this could achieve all the objectives of Marketing.