This book focuses on Direct Response and Databases. We define what they are, and how they apply to the overall field of Internet Marketing. We will talk about direct marketing strategies, and critical strategy components. Then we will move on to front- and back- end functionality, and the concept of customer lifetime value. Finally, we will finish off with a more in-depth look at databases, and specifically, data-mining.
This book is ideal for business students.
It should not come as a surprise to you that the Internet as we know it is used for direct marketing. Most of us have participated in this, either consciously or subconsciously. We give our information out constantly, and many times we do respond to solicitations without realizing we were solicited. You may have even noticed after visiting a certain website that suddenly everywhere else you go on the internet has an ad for that site s products. An example of this would be Overstock.com. Try visiting their site, looking at a vacuum, and then visit CNN. It s likely you ll see a solicitation for that vacuum from Overstock. This didn t happen by accident or coincidence.
While direct marketing strategies are more alive than ever, they have shifted from traditional mediums such as telemarketing and mail solicitations to internet based ones such as email, website popups, and banners. As a marketer, it often becomes very difficult to realize what information about consumers is even relevant, since there is an overwhelming amount of it. In order to do well, the marketer must not only understand concepts like marketing strategy and customer lifetime value, but must also know how the technical application of things like databases and data-mining apply. It is more important for the marketer to focus on the marketing concepts, which have not changed, then to understand exactly how one programs a database. Thus, we will focus heavily in this book on the concepts involved, and not as much on the technical aspects of some of the tools.