{"id":3406,"date":"2020-04-06T00:12:24","date_gmt":"2020-04-06T00:12:24","guid":{"rendered":"https:\/\/www.engagebay.com\/blog\/?p=3406"},"modified":"2026-01-20T07:32:51","modified_gmt":"2026-01-20T07:32:51","slug":"database-marketing","status":"publish","type":"post","link":"https:\/\/www.engagebay.com\/blog\/database-marketing\/","title":{"rendered":"Why Database Marketing is the Future of Personalization"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">When the average person encounters as many as<\/span><a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2017\/08\/25\/finding-brand-success-in-the-digital-world\/\"> <span style=\"font-weight: 400;\">10,000 brand messages every day<\/span><\/a><span style=\"font-weight: 400;\">, it can seem impossible for a small business to get heard. You stand a much better chance with a solid personalization strategy and the right automation tools to make it work. At the heart of it, is <\/span><i><span style=\"font-weight: 400;\">database marketing.<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_5161654467690496' data-id='5161654467690496'><\/div><\/span><\/p>\n<p><a href=\"https:\/\/econsultancy.com\/12-stats-that-prove-why-personalisation-is-so-important\/\"><span style=\"font-weight: 400;\">57%<\/span><\/a><span style=\"font-weight: 400;\"> of consumers will share their personal data in return for a personalized offer, but the only way your company can make such an offer is by tapping into the power of data.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-8224\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/02\/personalization-norse-sound-creative-1024x396.jpg\" alt=\"Graphic explaining personalized marketing\" width=\"1024\" height=\"396\" \/><\/p>\n<p><span style=\"font-weight: 400;\">In this article, we\u2019ll find out what database marketing is, how it drives personalization, and how you can use database marketing to get the most out of your personalized marketing strategy and automation tools.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#What_Is_Database_Marketing\" >What Is Database Marketing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#How_Database_Marketing_Relates_to_Personalization\" >How Database Marketing Relates to Personalization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#7_Benefits_of_Database_Marketing_for_Your_Personalization_Strategy\" >7 Benefits of Database Marketing for Your Personalization Strategy<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#1_Makes_it_Possible_to_Laser-Target_Specific_Audiences\" >1. Makes it Possible to Laser-Target Specific Audiences<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#2_Helps_You_Create_More_Compelling_Offers\" >2. Helps You Create More Compelling Offers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#3_Builds_Stronger_Customer_Relationships\" >3. Builds Stronger Customer Relationships<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#4_Database_Marketing_and_Personalization_Humanize_Your_Business\" >4. Database Marketing and Personalization Humanize Your Business<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#5_Leads_to_Smarter_Personalized_Recommendations\" >5. Leads to Smarter Personalized Recommendations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#6_Maximizes_the_Impact_of_Audience_Segmentation\" >6. Maximizes the Impact of Audience Segmentation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#7_Improves_Customer_Service\" >7. Improves Customer Service<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#3_Major_Challenges_of_Database_Marketing\" >3 Major Challenges of Database Marketing<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#Data_accuracy_doesnt_last\" >Data accuracy doesn\u2019t last<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#Even_personalized_offers_can_come_at_a_bad_time\" >Even personalized offers can come at a bad time<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#Customer_expectations_are_at_an_all-time_high\" >Customer expectations are at an all-time high<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#How_to_Start_Database_Marketing\" >How to Start Database Marketing<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#1_Create_thought_leadership_gated_content_to_elicit_sign-ups\" >1. Create thought leadership, gated content to elicit sign-ups<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#2_Offer_free_trials_to_collect_data\" >2. Offer free trials to collect data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#3_Leverage_information_during_checkout\" >3. Leverage information during checkout<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#How_Automation_Impacts_Database_Marketing\" >How Automation Impacts Database Marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#3_Big_Reasons_to_Combine_Automation_and_Database_Marketing\" >3 Big Reasons to Combine Automation and Database Marketing<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#1_Automation_Tools_Guarantee_a_Better_ROI\" >1. Automation Tools Guarantee a Better ROI<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#2_It_Creates_the_Best_Online_Shopping_Experience\" >2. It Creates the Best Online Shopping Experience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#3_Database_Marketing_Improves_Over_Time_with_Machine_Learning\" >3. Database Marketing Improves Over Time with Machine Learning<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/www.engagebay.com\/blog\/database-marketing\/#Database_Marketing_is_the_Future_of_Personalization\" >Database Marketing is the Future of Personalization<\/a><\/li><\/ul><\/nav><\/div>\n\n<h2><span class=\"ez-toc-section\" id=\"What_Is_Database_Marketing\"><\/span>What Is Database Marketing?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Database marketing is a form of direct marketing that involves collecting personal data, like names, emails, and purchasing histories, then analyzing the information to create a personalized experience for each individual.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Through database marketing &#8212; also known as personalized marketing &#8212; your company can improve its customer relationship management by developing a deeper understanding of each person&#8217;s needs and interests. Ultimately, this approach enables you to tailor your brand messaging to communicate with each prospect or customer on a one-to-one basis.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sounds magical, right? Or maybe just impossible?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This level of personalized marketing is not a pipe dream, but it does require a lot of time, effort, and smart strategy. It&#8217;s not just about using the first names of your subscribers in your email newsletter.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That is merely the tip of the iceberg \u2013 database marketing goes a lot deeper than that. It is a far-reaching strategy that you can successfully employ across a<\/span> <a href=\"https:\/\/www.engagebay.com\/blog\/omnichannel-marketing-guide-2020\/\"><span style=\"font-weight: 400;\">multichannel marketing<\/span><\/a><span style=\"font-weight: 400;\"> approach. From email to social media, blogs to paid ads, database marketing is a powerful tactic that puts one thing above else:<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">The customer experience.<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">With database marketing in play, there are great benefits for your customer, which is excellent news for them and your business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, <\/span><i><span style=\"font-weight: 400;\">how <\/span><\/i><span style=\"font-weight: 400;\">is it done?<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_Database_Marketing_Relates_to_Personalization\"><\/span>How Database Marketing Relates to Personalization<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A great personalized marketing strategy relies heavily on data. The more data you can collect on your website users, the higher the potential for personalization. As such, we can consider all personalized marketing to really be database marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can get started with database marketing through simple email sign-up requests, which allows you to learn the names of your followers quickly. Over time, as you build a relationship through email, you may be able to collect more data through a survey, such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Age<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Location<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Devices used<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Interests<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Income<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If you sell your products and services online, you can learn much more about people based on their onsite behaviors. Over time, database marketing presents these valuable insights that will help you <a href=\"https:\/\/www.engagebay.com\/blog\/buyer-persona\/\">define accurate buyer personas<\/a> for your target audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And that paves the way for intimate, personalized marketing, which comes with a host of benefits.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/images.unsplash.com\/photo-1526628953301-3e589a6a8b74?ixlib=rb-1.2.1&amp;auto=format&amp;fit=crop&amp;w=695&amp;q=80\" alt=\"personalized marketing\" width=\"695\" height=\"500\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Source: Unsplash<\/span><\/p>\n<div class=\"content-box-blue\">\n<h2><span class=\"ez-toc-section\" id=\"7_Benefits_of_Database_Marketing_for_Your_Personalization_Strategy\"><\/span>7 Benefits of Database Marketing for Your Personalization Strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>1. Makes it Possible to Laser-Target Specific Audiences<\/li>\n<li>2. Helps You Create More Compelling Offers<\/li>\n<li>3. Builds Stronger Customer Relationships<\/li>\n<li>4. Database Marketing and Personalization Humanize Your Business<\/li>\n<li>5. Leads to Smarter Personalized Recommendations<\/li>\n<li>6. Maximizes the Impact of Audience Segmentation<\/li>\n<li>7. Improves Customer Service<\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-weight: 400;\">So, just what are the advantages of a database marketing strategy? When your <a href=\"https:\/\/www.engagebay.com\/blog\/data-driven-marketing\/\">data-driven machine<\/a> is running at full steam, your business will benefit in several ways:<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Makes_it_Possible_to_Laser-Target_Specific_Audiences\"><\/span>1. Makes it Possible to Laser-Target Specific Audiences<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">If you can&#8217;t offer anything somewhat unique, original, or fresh, then you run the risk of being seen as another <\/span><i><span style=\"font-weight: 400;\">\u201cme too\u201d <\/span><\/i><span style=\"font-weight: 400;\">effort. And that\u2019s if you\u2019re seen at all. In a crowded sphere, there\u2019s a real chance you won\u2019t be. In short, go niche or go home.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With deep wells of customer data on hand, database marketing helps you build a very clear picture of who you are trying to serve. From their interests and buying habits to their favorite websites and TV shows, everything is ammunition to improve the level of personalization.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Helps_You_Create_More_Compelling_Offers\"><\/span>2. Helps You Create More Compelling Offers<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">If you want to stand out from the crowd, personalized marketing is the way to go. It allows you to leave an impression on people that they will remember. Better yet, they&#8217;ll tell other people about it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When Coca-Cola launched its <\/span><i><span style=\"font-weight: 400;\">Share a Coke <\/span><\/i><span style=\"font-weight: 400;\">campaign in 2010, it quickly captured the imagination of the millennial demographic. Soon enough, the personalized bottles triggered a surge in sales, helping the company to their<\/span><a href=\"http:\/\/www.adweek.com\/brand-marketing\/coca-colas-share-coke-campaign-grows-sales-first-time-10-years-160433\/\"> <span style=\"font-weight: 400;\">best profit margins in a decade<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Builds_Stronger_Customer_Relationships\"><\/span>3. Builds Stronger Customer Relationships<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">According to<\/span><a href=\"https:\/\/www.adweek.com\/brand-marketing\/infographic-what-consumers-expect-of-brands-when-it-comes-to-issues-they-care-about\/\"> <span style=\"font-weight: 400;\">Adweek<\/span><\/a><span style=\"font-weight: 400;\">, 75% of global consumers want more from brands. They expect brands to contribute to their general well-being and their quality of life.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By crafting your content, language, and offers to each <a href=\"https:\/\/www.engagebay.com\/blog\/what-is-audience-segmentation\/\">segment of your audience<\/a>, you can engage people on a more personal level, which helps forge stronger relations. If you can adapt your website, <a href=\"https:\/\/www.engagebay.com\/marketing\/landing-pages\">landing pages<\/a>, and product offers for each new visitor, you essentially offer a tailored user experience that makes people feel special.<\/span><\/p>\n<p><em><img decoding=\"async\" class=\"emoji\" role=\"img\" draggable=\"false\" src=\"https:\/\/s.w.org\/images\/core\/emoji\/14.0.0\/svg\/1f449.svg\" alt=\"\ud83d\udc49\" \/>Supercharge your marketing with our ultimate guide on the <a href=\"https:\/\/www.engagebay.com\/blog\/powerful-marketing-strategies\/\" data-wpel-link=\"internal\">best powerful strategies<\/a> \u2013 don\u2019t miss out! <img decoding=\"async\" class=\"emoji\" role=\"img\" draggable=\"false\" src=\"https:\/\/s.w.org\/images\/core\/emoji\/14.0.0\/svg\/26a1.svg\" alt=\"\u26a1\" \/><\/em><\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_Database_Marketing_and_Personalization_Humanize_Your_Business\"><\/span>4. Database Marketing and Personalization Humanize Your Business<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Nobody wants to deal with a faceless corporation. People are less trusting of brands online nowadays, so personalization is growing in importance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Through database marketing, you can leverage personalization to give your brand a face that people will trust. By communicating with people on a personal level, through friendly, conversational emails that offer a working reply address, you can instill trust, and show people that your company is not run by robots\u2026yet.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"5_Leads_to_Smarter_Personalized_Recommendations\"><\/span>5. Leads to Smarter Personalized Recommendations<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Amazon is the undisputed king of using database marketing, with a whopping<\/span><a href=\"http:\/\/rejoiner.com\/resources\/amazon-recommendations-secret-selling-online\/\"> <span style=\"font-weight: 400;\">35%<\/span><\/a><span style=\"font-weight: 400;\"> of their revenue attributed to personalized product recommendations. The more time you spend on ecommerce sites, the more data the company can gather on you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, database marketing collects information about:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Pages you visit<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Categories you browsed<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Products you considered<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Past Purchases<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Brands just need to be careful that they don\u2019t go too far.<\/span><a href=\"http:\/\/www.businessinsider.com\/the-incredible-story-of-how-target-exposed-a-teen-girls-pregnancy-2012-2\"> <span style=\"font-weight: 400;\">Target<\/span><\/a><span style=\"font-weight: 400;\"> got clever with figuring out when women were pregnant, and then accidentally exposed a teenager\u2019s pregnancy before her father was aware!<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"6_Maximizes_the_Impact_of_Audience_Segmentation\"><\/span>6. Maximizes the Impact of Audience Segmentation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">You can use database marketing to segment your audience into small, focused groups of customers who share similar personal interests, behaviors, or demographics. This approach ensures your marketing team will get a better ROI as each segment will only be served the most relevant content and offers.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"7_Improves_Customer_Service\"><\/span>7. Improves Customer Service<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">By giving your team a <a href=\"https:\/\/www.engagebay.com\/crm\/360-degree-customer-view\">360\u00b0 view of all customer<\/a> interactions with your brand, your customer support staff will have the knowledge they need to help each person, regardless of where they are in the buyer\u2019s journey. This holistic view will facilitate more effective, efficient customer service, from both human staff and <\/span><a href=\"https:\/\/www.engagebay.com\/blog\/what-is-a-chatbot\/\"><span style=\"font-weight: 400;\">chatbots<\/span><\/a><span style=\"font-weight: 400;\"> if you decide to use them.<\/span><\/p>\n<div class=\"content-box-blue\">\n<h2><span class=\"ez-toc-section\" id=\"3_Major_Challenges_of_Database_Marketing\"><\/span>3 Major Challenges of Database Marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>Data accuracy doesn\u2019t last<\/li>\n<li>Even personalized offers can come at a bad time<\/li>\n<li>Customer expectations are at an all-time high<\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-weight: 400;\">As you can see, there are lots of great benefits of database marketing. However, there are also some challenges, which you should get familiar with if you want to get the most out of this form of marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are three database marketing challenges to prepare for:<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Data_accuracy_doesnt_last\"><\/span><span style=\"font-weight: 400;\">Data accuracy doesn\u2019t last<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Data needs to be well-maintained. Otherwise, it&#8217;s less valuable from a marketing perspective. Whenever prospects change their job, address, or email address, their data profile becomes outdated.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s best to focus your database marketing on information that is less likely to change so often, such as a name or phone number.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Even_personalized_offers_can_come_at_a_bad_time\"><\/span><span style=\"font-weight: 400;\">Even personalized offers can come at a bad time<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">While database marketing fuels greater personalization, you still need to connect with customers at the right time. Sometimes, people just aren\u2019t in the right frame of mind to engage in a brand message or purchase a product. It takes time (and smart automation tools) to figure out how to time your personalized offers right.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Customer_expectations_are_at_an_all-time_high\"><\/span><span style=\"font-weight: 400;\">Customer expectations are at an all-time high<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">With smartphones, Google, and voice-enabled devices, today&#8217;s consumers are used to getting what they want, when they want it. People have short attention spans and less patience for irrelevant content and slow service.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, you need to be confident your personalized marketing materials deal directly with the target customer\u2019s needs. If you can\u2019t meet their high expectations for hyper-personalized content, then you may lose the sale forever.<\/span><\/p>\n<div class=\"content-box-blue\">\n<h2><span class=\"ez-toc-section\" id=\"How_to_Start_Database_Marketing\"><\/span>How to Start Database Marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>1. Create thought leadership, gated content to elicit sign-ups<\/li>\n<li>2. Offer free trials to collect data<\/li>\n<li>3. Leverage information during checkout<\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-weight: 400;\">So, now that you know the pros and cons of database marketing, let\u2019s show you how to build a marketing database.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are three effective strategies for building a database:<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Create_thought_leadership_gated_content_to_elicit_sign-ups\"><\/span><span style=\"font-weight: 400;\">1. Create thought leadership, gated content to elicit sign-ups<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Great content is the beginning, but you can\u2019t give it all away for free. Instead, you want to create a lot of gated content, which users can access by providing their personal information. As you establish your authority in a niche, more people will be willing to exchange their details to gain access to your premium-level content, such as video courses, whitepapers, and ebooks.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Offer_free_trials_to_collect_data\"><\/span><span style=\"font-weight: 400;\">2. Offer free trials to collect data<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">If you\u2019re pitching high-ticket products and services, most people will take some time to go through the <a href=\"https:\/\/www.engagebay.com\/blog\/customer-journey-marketing-automation\/\">customer journey<\/a>. Your prospects need time to make a decision. You can help sway them by offering free trials where they can use your services for a limited time. As people sign up for the trial, you can add their details to your database.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Leverage_information_during_checkout\"><\/span><span style=\"font-weight: 400;\">3. Leverage information during checkout<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Any offline retail and or eCommerce business can collect customer data at the point-of-sale. Don\u2019t miss out on this low-hanging fruit, as you can implement database marketing to reconnect with these customers, making offers related to their previous purchases.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_Automation_Impacts_Database_Marketing\"><\/span>How Automation Impacts Database Marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Many people fear the rise of AI and machine learning, believing it spells the end of many jobs and a certain death knell for the human touch with customers. Surely, eliminating humans will have a negative impact on your level of personalized marketing?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The truth is that database marketing relies on humans because data is only valuable when people decipher insights. Similarly, automation tools need a human hand to keep them on track. People may fear job losses are on the horizon, but the reality is there are<\/span><a href=\"https:\/\/medium.com\/@autodesk\/the-paradox-of-worker-shortages-and-automation-fears-5951b82fe100\"> <span style=\"font-weight: 400;\">worker shortages<\/span><\/a><span style=\"font-weight: 400;\"> in the age of marketing automation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of course, some roles may be better suited to a machine. That being said, the rise of <a href=\"https:\/\/www.engagebay.com\/marketing\/marketing-automation\">marketing automation<\/a> will create new job opportunities. Ultimately, as we introduce more robots, we\u2019ll need more employees to provide better collaboration between humans and machines.<\/span><\/p>\n<div class=\"content-box-blue\">\n<h2><span class=\"ez-toc-section\" id=\"3_Big_Reasons_to_Combine_Automation_and_Database_Marketing\"><\/span>3 Big Reasons to Combine Automation and Database Marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>1. Automation Tools Guarantee a Better ROI<\/li>\n<li>2. It Creates the Best Online Shopping Experience<\/li>\n<li>3. Database Marketing Improves Over Time with Machine Learning<\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-weight: 400;\">By pairing your database marketing strategy with automation tools, you can improve personalization. Here are three reasons why you should combine automation with database marketing:<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Automation_Tools_Guarantee_a_Better_ROI\"><\/span>1. Automation Tools Guarantee a Better ROI<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Marketing automation is deeply rooted in data. With such a focus on consumer behaviors, you will find it increasingly easy to deliver on their needs.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Email marketing has been proven to deliver an astonishing ROI of almost<\/span><a href=\"https:\/\/www.campaignmonitor.com\/resources\/guides\/email-marketing-new-rules\/\"> <span style=\"font-weight: 400;\">$40 for every $1<\/span><\/a><span style=\"font-weight: 400;\"> of marketing spend. This demonstrates how powerful automation is. When paired with personalization, you will engage more people and get more leads, conversions, and sales.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ultimately, that saves you money wasted on guesswork. Instead, you invest where you know it will pay off.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_It_Creates_the_Best_Online_Shopping_Experience\"><\/span>2. It Creates the Best Online Shopping Experience<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a href=\"https:\/\/www.forbes.com\/sites\/louiscolumbus\/2018\/02\/25\/10-ways-machine-learning-is-revolutionizing-marketing\/#6fa5d98c5bb6\"><span style=\"font-weight: 400;\">Forbes<\/span><\/a><span style=\"font-weight: 400;\"> found that 75% of companies currently using machine learning report a 10% boost in customer satisfaction. While some businesses may think automation could deter customers, it actually attracts them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">People <\/span><i><span style=\"font-weight: 400;\">expect <\/span><\/i><span style=\"font-weight: 400;\">personalization. They want brands to know more about them. The only way to get to know them is through the use of marketing automation and data analytics.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Machine learning helps you learn more about each customer. Then you can tailor your content and offer personalized product recommendations. This improves each individual customer\u2019s online shopping experience.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Database_Marketing_Improves_Over_Time_with_Machine_Learning\"><\/span>3. Database Marketing Improves Over Time with Machine Learning<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">That\u2019s right. Think about it \u2013 the<\/span> <span style=\"font-weight: 400;\">machines <\/span><i><span style=\"font-weight: 400;\">never<\/span><\/i><span style=\"font-weight: 400;\"> stop learning<\/span><span style=\"font-weight: 400;\">. They continue collecting consumer data, analyzing every action, and all traffic channels. This will allow you to target smaller, more specific segments of your audience with greater accuracy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Eventually, genuine 1:1 personalization will be possible. With marketing automation, you can maximize your database marketing to forge strong relationships with every customer. Better yet, it will get stronger over time.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Database_Marketing_is_the_Future_of_Personalization\"><\/span>Database Marketing is the Future of Personalization<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The buyer\u2019s journey is crucial. With database marketing, your business can build detailed profiles of all your customers and prospects, based on their demographics, browsing behaviors, and purchasing habits. Then, you can leverage these valuable data insights to segment your audience. When you do that, it&#8217;s easier to offer compelling, relevant content and offers that speak directly to the needs and interests of each consumer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Database marketing is the bedrock of modern business, and automation allows us to get more from it. While personalization and automation may seem like conflicting ideologies, they can work in harmony. When you bring them together, they enhance the<\/span><a href=\"https:\/\/www.engagebay.com\/blog\/customer-journey-marketing-automation\/\"> <span style=\"font-weight: 400;\">customer experience throughout the buyer\u2019s journey<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As we roll on into the digital age, companies shouldn&#8217;t fear the loss of the human touch. It will remain, and in fact, become stronger. Database marketing allows us to learn about consumers, while automation tools turn this knowledge into power.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_5161654467690496' data-id='5161654467690496'><\/div><\/span><\/p>\n<p><span style=\"font-weight: 400;\">With these two key <a href=\"https:\/\/www.engagebay.com\/blog\/powerful-marketing-strategies\/\">marketing strategies<\/a> together, marketers can respond to consumer interests with greater speed and accuracy. Ultimately, that will enhance the user experience and boost your bottom line.<\/span><\/p>\n<p><b><i>Awesome resources to learn more about database marketing and automation:<\/i><\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/www.engagebay.com\/blog\/what-is-a-crm-database\/\"><span style=\"font-weight: 400;\">What Is a CRM Database and How To Use It The Best Way<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/www.engagebay.com\/resources\/what-is-email-marketing-automation\"><span style=\"font-weight: 400;\">What Is Automated Email Marketing?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/www.engagebay.com\/resources\/segmenting-customers\"><span style=\"font-weight: 400;\">Segmenting Your Audience Into Buckets<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/www.engagebay.com\/resources\/email-personalization\"><span style=\"font-weight: 400;\">The Importance of Email Personalization<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/www.engagebay.com\/resources\/tools-for-automated-email-marketing\"><span style=\"font-weight: 400;\">Tools And Platforms For Automated Email Marketing<\/span><\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>When the average person encounters as many as 10,000 brand messages every day, it can seem impossible for a small [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":3565,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[22],"tags":[83,52,96],"class_list":["post-3406","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-customer-engagement","tag-marketing-automation","tag-personalization"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.3 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Database Marketing: The Foundation of Successful Personalization<\/title>\n<meta name=\"description\" content=\"As personalization becomes more important, companies must master database marketing to connect with customers. 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