Collecting Databases Campaign Planning

One of the greatest advantages of digital marketing is its one-to-one communication and, because of this, its message personalisation. Naturally, this requires us to acquire information about the people we wish to communicate with. Many people have concerns about the protection of their privacy on the Web, but many of them are still willing to share their personal information in exchange for something that is beneficial to them. These benefits can come in various forms. On a Website, it might mean priority treatment in acquiring and using information or transactions.
Often, however, we wish to obtain information about members of the wider public that has not yet visited our website. On the other hand, this may not be our goal at all as we may acquire a database for the purposes of direct communication, either via e-mail or in some other way. In such cases we could, for example, organise a competition with the possibility of winning a prize.

This activity, which might appear simple at first glance, requires:
  • Suitability of the campaign with regard to the desired perception of the company/trademark
  • Orientation towards the right kind of audience
  • An adequate response
  • Adequate preparation of the database
  • Compliance with laws
  • Infrastructure (advertisements, web pages, media plan etc.)

Long-term work with databases containing potential and existing clients requires careful preparation as well as conscientious and regular work to keep it up to date.
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Markings: Collecting Database | CRM | Planning
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