Small Business Advertising & Marketing

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Dealing with Quality Issues in Your Customer-Related Data

As you dig into your customer data to build marketing campaigns or to look for insights into your customer base, you’ll inevitably be confronted with poor data quality, sometimes called [more…]

Designing Marketing Surveys

Even if you have the most extensive and accurate customer database in the world, it can’t tell you everything you might want to know about your customers. To answer some questions, you need to actually [more…]

The Importance of Web Analytics to Online Marketing

Your e-mail service provider can provide a number of metrics to help you track the success of your e-mail marketing campaigns. But Internet marketing is about much more than just e-mail. Customers may [more…]

10 Steps to a Successful Database Marketing Campaign

Preparation is the key to successful database marketing campaigns. This article talks about the core functions you need to address prior to executing your marketing communication. Though the details may [more…]

The Parts of a Full Marketing Process for Small Businesses

Advertising. Marketing. Sales. Promotions. What are the differences? The following story has circulated the marketing world for decades and offers some good answers for what’s what in the field of small [more…]

Using Taglines to Convey Your Brand in Small Business Marketing

In small business marketing terms, your tagline or slogan is a quick, memorable phrase that helps consumers link your name to your business brand and position. Your positioning statement describes the [more…]

Developing Effective Small Business Marketing Communications

Whether delivered in person, through promotions or via traditional media, direct mail or e-mail, all small business marketing communications need to accomplish the same tasks: [more…]

Following Simple Advertising Rules in Your Small Business Marketing

The following rules apply to all ads you use in marketing your small business, regardless of the medium, the message, the mood or the creative direction: [more…]

Small Business Marketing For Dummies Cheat Sheet (UK Edition)

Small businesses are different from larger organizations. Without corporate megabucks to help you pull in the punters, your small business marketing needs to hit the spot effectively and efficiently. If [more…]

How to Focus on the Customer with Data Driven Marketing

Everything you do as a database marketer employing data driven marketing depends on understanding your customers. This in turn depends on having clean and accurate customer information. Customer databases [more…]

How to Conduct a Data Driven Database Marketing Campaign

Data driven database marketing campaigns all have the same basic structure. That structure revolves around the customer. As you develop your campaigns, you’ll be using customer data to answer four basic [more…]

How to Analyze Customer Data for Data Driven Marketing

Much of analyzing customer data in data driven marketing requires some advanced knowledge of mathematics and statistics. There are pitfalls to look out for and how to evaluate the results of advanced analysis [more…]

Data Driven Database Marketing Campaigns

Database marketing campaigns are communications that are intended to get your customers to do something specific, like buy a widget. Often, these campaigns are designed to address a specific business opportunity [more…]

How to Identify Your Target Audience with Data Driven Marketing

Even if you were so inclined, you probably can’t afford to mail everyone in your database. You want to focus your data driven marketing efforts on those who are likely to buy. Your database has a good [more…]

How to Craft Your Data Driven Marketing Offer

Your database probably has little to say about this component of your data driven marketing campaign. Often what you are promoting and the discount, if any, are already defined by the time you are asked [more…]

How to Use Data to Tailor Your Marketing Message

You spent a great deal of time and effort understanding and selecting your target audience using data driven marketing. You can use that insight in crafting a message that resonates with your customer. [more…]

How to Time Your Message with Data Driven Marketing

When you send your message depends on a couple of different factors with data driven marketing. Seasonality is a big one. You want to be marketing products to your customers when they actually need them [more…]

How to Effectively Use Databases in Data Driven Marketing

Data driven marketing campaigns are rarely done in a vacuum. Your company has data driven marketing campaigns on TV and radio and in magazines and various other places. Each of these campaigns has an audience [more…]

How to Make Your Data Driven Marketing Campaigns More Sophisticated

Data driven marketing is more than a simple mail drop. You actually have a great deal more flexibility in how you structure your campaign when using data driven marketing. A campaign can have several stages [more…]

How a Data Driven Marketing Database is Different than an Operational Database

As a database driven marketer, you should know that your operational systems are not designed to answer the kind of questions that you are asking. Your accounting department, for example, could quickly [more…]

What’s in a Data Driven Marketing Database?

The specific data that comes from a data driven marketing database that best suits your needs is highly dependent on both your business and your systems environment. But there are some categories of data [more…]

How to Organize a Data Driven Marketing Database

Connecting data driven marketing information to a customer is not always easy. Sometimes it’s impossible. Often, customer information isn’t stored in your operational systems. If you work for a bank, this [more…]

How to Build the Customer Record in a Data Driven Marketing Database

The customer is the star of the show and you need to make sure customer information is in a data driven marketing database. At the most basic level, a customer is usually defined by a name and an address [more…]

What is Householding in Data Driven Marketing?

Understanding a customer’s household is a critical component of your data driven marketing efforts. Grouping customers together into “family units” is known as [more…]

How to Grow Your Data Driven Marketing Customer Base

Your data driven marketing database is about your customers — not just your current customers, but also your potential customers, otherwise known as prospects. [more…]

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