论文代写价格-直接营销与营销工具的比较分析。为了建立差异，与其将直接营销与其他营销工具区分开来，不如将重点放在数据库营销上，将其与其他营销工具进行对比(Blattberg et al.， 2010)。数据库营销是一种直接营销，它利用客户数据库产生个性化的沟通，促进产品或服务的营销目的(塞斯佩德斯和史密斯，2013)。所采用的传播方法可以是任何媒介，其处理方式可以类似于直接营销的情况。本节将把这种形式的直接营销与包括CRM、实时分析和社交媒体调度在内的其他营销工具进行比较(Zwick和Dholakia, 2013)。
According to Claire (2012), database marketing can be defined as a method by which customer data is collected, analysed and interpreted ,which enabled the user of database marketing to drive more relevant experiences of customers (Hughes, 2015). The process is inclusive of collecting data from various sources consisting of e-mail correspondence with customer, customer information in CRM systems, warehousing data and externalized sources such as social media. In order to make use of database marketing, direct form of communication is suitable with present and future potential holding customers (Tapp, 2010). With the present of wide variety of data on the customer, database marketing has become an essential component in the overall strategy of marketing.
CRM is one of the other tools of marketing which differs from database marketing in a number of different ways (Shaw et al., 2011). CRM is a method centring on a process along with being centred on the customer. It contains every action that an organization takes. On the other hand, database marketing is nothing like CRM. It is rather an essential component of the customer relationship management (Petrison et al., 2013). Database marketing, for example, involves loyalty based or frequency based marketing to the customer depending upon their web behaviour. Through the use of database marketing, it becomes possible for the entrepreneurs to know their customers by providing them the benefits which they expect. CRM on the other side is management of relationship with the customer (Peltier et al., 2013). It involves loyalty programs information being stored and managed, but these programs then become an essential component of CRM altogether.
Another marketing tool can be real time analytics customer (Kahan, 2010). This is also completely different from database marketing on the whole because real time analytics is the utilization or the ability of utilization of data as well as its relative sources as soon as the information reaches to the system. The term real-time has a reference to the computer responsiveness level that is sensed by a user immediately. The real time is usually either live information or near immediate (Kamakura et al., 2013). This type of analytics is also called as dynamic analysis or data integration with real time. It differs from database marketing in the sense that this form of marketing take advantage of real time analytics and so the analytics become an essential component of database marketing but not the concept itself.
Database marketing which is a form of direct marketing is very different from indirect forms of marketing involving several other marketing tools (Iram et al., 2010). Indirect marketing does not have direct form of communication involved between the selling party and the customer. It can get categorized however as indirect form of marketing (Iram et al., 2010). Such a method is oriented through mass media wherein audiences have higher number. It can be targeted and can be used to appeal to a wide customer segment array. This form of marketing is generally successful because customers are informed about the products they are already purchasing (Chang and Zhang, 2016). On the other hand, direct marketing has an aim at selective segments of customers and the aim lies in persuading customers to buy. As there is a possibility for direct communication to take place, marketers gain the ability of convincing the persuasion they are making. Indirect marketing in comparison has the purpose of reminding the customer about their already in-use product or service (Lewis et al., 2015). The promoter with database marketing becomes able to undertake recording responses immediately from the customers as the form of marketing is selective and targeted with person to person communication taking place in a direct manner. In contrast, the indirect tools of marketing are such that they do not hold capability of recording responses in real time as it involves orientation of mass media such as one to many.
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