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Building a Marketing Database (Part 2) Marketing Articles | January 22 http://www.vapormaxflyknitforsale.com/ , 2009
Phase Two of a marketing database evolution, the running phase, begins with the increased concentration on advanced multi channel marketing efforts.?


Multi channel is neither sending the same message out ten different ways, nor is it equal across each channel.? There are strengths and weaknesses with each channel, so the key is to leverage multiple channels in complimentary ways.? By combining email deployment with web analytics and layering that activity on top of retail and direct mail efforts a communication strategy begins to unfold.? Making this strategy relevant to customers is the primary goal of Phase Two.?


With increased channel opportunities comes a responsibility to validate the email integrity of the database.? While email addresses are collected in Phase One and promoted when possible Nike Vapormax Flyknit Utility For Sale , Phase Two launches a much more interactive communication.? Email appends must be run more often through more sources and email collection must be enhanced.? Email hygiene and cleansing will improve results and email prospecting will move into the picture as well.?


Also required in Phase Two is the inclusion of more data for a more complete customer profile.? Web activity to this point has only been used in handling search or banner ad improvements.? However, by understanding the nature of a customer?s web activity, how often they access a site, what other sites they frequent, where they make purchases and with what regularity Nike Vapormax Flyknit Moc For Sale , another view of the customer becomes available.? Adding this view into the database increases the overall effectiveness of the solution.? As technology advances this picture of the customer will become more relevant, while the profile from Phase One becomes less relevant.


Phase Three, or the flying phase, returns to the source of the company?s success, it?s infrastructure.? While various departments have influenced the success of the first two phases Nike Vapormax Flyknit 2 For Sale , a coordinated effort from each area is critical for the next step.? At this point the database is functioning at a proficient level, providing the marketing area what they need to add new customers and build on customer relationships.? Fulfillment