What is database marketing?

Database marketing is a marketing technique based on the use of customer or potential customer databases in order to optimize personalized communication. Database marketing based communications are based on customer identification codes that personalize communications between the company and the customer.

Most of these communication systems use sales methods, so they can be described as spam if the receiver does not want them. However, with proper use, whether through personalized e-mails, incentives or actions derived from loyalty programs, this technique helps retain customers.

Acronym or abbreviation:
Database Marketing: DBMS

 
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