Dialogue Marketing and Other Marketing Principles

Dialogue Marketing and other Marketing Principles

There have been times that people mistakenly assume that marketing is merely the production of advertisements, but in reality marketing is very much more. The large spectrum of subject matter that is covered under the marketing genre leaves much room for research and discussion. This paper will focus on four marketing subjects of database marketing, relationship marketing, direct marketing, and customer loyalty. The discussion will be on the basic definitions of these concepts, how they can look when they are at use in the business place, how they are interrelated, and new technology.

In today’s world, consumers of all ages are constantly bombarded with advertising messages. Businesses have much more access to mass amounts of consumer data with today’s technology. A customer’s information is collected every time he or she visits a website, swipes his or her credit card, logs on to a social media site, or any of countless other ways. According to the article “The Perfect Message at the Perfect Moment” (Kalyanam, 2005), databases are one of the cornerstones of modern marketing techniques. One way databases can work is by recording transactions. They record what is purchased by a particular consumer, the value of the purchase, and the frequency of purchases (Kalyanam, 2005). Businesses can use the data collected by grouping it into different sub-sections or categories and processing the information. The business can then send out mass promotions or other specialized advertisements to a group of consumers who meet certain criteria. It has been thought of as one of the most effective ways to help customers feel like they have a relationship with the company.

As a result of the continuous onslaught of various advertisements, many consumers have become numb to new messages that businesses may be trying to send. Businesses know that their customers are a top priority, so they are constantly looking...