Database Management

Database Marketing: 10 questions to answer before you choose a list of contacts for your marketing campaign
You have a well versed marketing campaign ready, backed by internal-external research and surveys. You can’t wait to execute your marketing plan and create brand awareness of your product or services. All that you are waiting for is a database of contacts who will be interested. Now this is where the famous quote applies; ‘The money is in your list’.
You know that the money is in your list. As a marketer, you may, undoubtedly be aware of database selection and its effect on your marketing campaign. This is why B2B experts stress on finding the right prospects for your marketing campaign. The success of your marketing campaign depends on 3 things: (a)Focus (b)Quality (c)Price
But before you narrow down on these things, as a marketer, you must answer some questions. These 10 questions will help you determine the type of a contact database that you will require to support your campaign and will help you build it:

1) Who is my Target Group?
2) What is the frequency of communication and number of times I will communicate with prospects?
3) What is my key objective? Brand awareness, selling services or products, Social Media, PR?
4) Will I be using multi-channel communication for the campaign?
5) Will I require customized communication for each prospect?
6) Do I want to track the prospects’ response pattern?
7) Do I want to measure results and improve responses of the recipients personally and not with a tool?
8) Do I want a long-term relationship with the prospects or is it just for this particular marketing campaign?
9) Am I okay with letting a third party tool or agency do my measurement and prospect behavior study?
10) Am I ready to invest in long-term lead generation plans or am I happy with existing relationship?