Database marketing: Ekinciler Holding A.Ş application

Database marketing capitalizes on one aspect of information technology and, as its name implies, draws on the increased power and reduced cost of computers to access and use customer data in a way which was not previously possible. Database marketing can be defined as "the ability of a company to use the vast potential of today's computer and telecommunications technology to drive customer-oriented programmes in a personalized, articulated and cost-effective manner". There are two trends in the development of the database marketing. One of them is, developments in technology and the other have resulted in a change in marketing approach. Database marketing differs from other forms of marketing approachs because of these superiorities: It is measurable, testable, selective and flexible. It can also be personalized. Today, database marketing is the most effective marketing approach, for companies which want to create customer, establish long term relationships with customers/prospects, reduce marketing costs, identify their target groups in detail and shift their marketing activities these fields and more importantly, try to survive under the difficult competitive conditions.