Direct and e-Marketing Essay Example | Topics and Well Written Essays - 1000 words

Direct and e-Marketing - audition ExampleOne of the basic principles of the Direct Marketing is usage of a infobase for storing personal customer data and their purchase history. Roll notes that fundamental benefit to the business is that you are able to treat your existing customers in a different way to new prospects and thus create loyalty and maximize profitability. (Roll 2003) So the main purpose of the Direct and e-Marketing for Les Cadeaux Gourmets is to carry out an active strategy and to get more sales from the returned customers. node spirit value (also variously referred to as lifetime customer value or just lifetime value, and abbreviated CLV, LCV, or LTV) is a merchandise metric that projects the value of a customer over the full history of that customers relationship with a familiarity. Use of customer lifetime value as a marketing metric tends to place greater emphasis on customer service and huge-term customer satisfaction, alternatively than on maximizing sh ort-term sales. (Wikipedia). As Les Cadeaux Gourmets spend some money for advertisement to attract a number of customers, it would be unreasoned to loose them. Calculating customer lifetime value impart help company to know exactly how much each customer is worth in dollar terms and therefrom exactly how much a marketing department should be willing to spend to acquire each customer. Thus it would be possible to range customers from the or so profitable to the least ones and to concentrate the companys efforts on the most profitable customers. Use of customer lifetime value can also help to predict what customers will buy over years. For example, if Mary Smith buys a toy for a 4-year baby in 2005, she will probably order a toy for a 5-year baby in 2006. If Mr. Jones buys bath & body safekeeping pieces in March three years in a row, its possible to make a deduction that he makes presents for the birthday of his wife and send offering with new products to him in the next March.So Les Cadeaux Gourmets should truck its customers purchases and use them for planning its advertising campaign. Also the company should monitor customers responses over time for as long as the relationship with them lasts.Geodemographic profiling uses detailed information based on postcode to match differing life-style profiles to the customer database. Postcodes do not resolve down to individual addresses but provide pretty unplayful targeting.Les Cadeaux Gourmets can use geodemographic division of customers into some categories and then offer its goods to each specific category. For example, customers ranking by nationality allows taking into consideration national traditions. Les Cadeaux Gourmets can congratulate customers from Israel with Hanukah, customers from the Middle East with Ramadan and wish other customers bouncing Christmas. As a result of this national-specific proposals could be sent to each category.Use of external database with information about postcodes and c ountries also allows choosing seasonal proposals in winter there is cold in the US and hot in Australia. Les Cadeaux Gourmets can use this information for advertising of clothes and other season-specific goods.Special databases cover such categories as consumer expenditure, crime statistics, business and employment, and many others. One of the more powerful special databases is called a segmentation system. A segmentation system is useful because it allows users to add another dimension by displaying lifestyle clusters