Modern one-to-one marketing

Companies are increasingly attempting to follow the trend for individualization with tailor-made products and dialog-oriented presentation to the customer. In the current parlance, the implementation is frequently put on a direct level with online marketing and Internet applications. Basically it concerns maintaining the dialog with the customer, and intensifying and starting the acquisition of new customers.

In this respect, the quality of the personal contact, the offer of dialog options and the available dynamically developing database are increasingly gaining in importance and prioritisation. In particular, a correct, integrated, standardized database is a prerequisite for success. It comes into existence through purposeful and consistent address and data management, which more or less forms the central nervous system of any 1:1 marketing strategy. You should therefore guarantee the data quality by means of suitable address management software.

Customers often use different spellings in their names and addresses, which therefore frequently exist several times. Transmission errors during data input are also a frequent error source. Nevertheless, even when data is correctly mapped in the database, not all the problems have been solved. Address data is also subject to an "ageing process"! Changes of residence are in many cases not advised of or, if known, cannot be directly assigned to the old address. But even if customers do not move, their addresses can change, because the place has been incorporated and/or the street renamed.
These examples alone illustrate the role of address monitoring in one-to-one marketing. It should be regarded as a continuous process for the quality control of customer data - all the more so in the Internet. As everybody knows, the competition is only a mouse click away there!

Sitemap | Webmaster | Privacy Policy | Imprint | © 2010 Uniserv GmbH