Database Marketing to Support the Marketing Mix Section (Term Paper Sample)

Database Marketing to Support the Marketing Mix Section
In the past few years, database marketing techniques have proved their importance, especially in allowing companies to communicate efficiently with their clients. This form of marketing is diverse, with a variation in the concepts applied in different industries. While it may have some cons and concerns, database marketing can efficiently help different companies and industries reach consumers with ease. This paper presents an analysis of the concept of database marketing, its development, and its application in a marketing plan of a healthcare organization.
What is Database Marketing?
Database marketing is a direct form of marketing where organizations use the databases collected from consumers to develop personalized communication that they use in promoting their products. In this form of marketing, the analysis of data collected from the consumer is the first step in generating personalized communication (Laussel, Van Long & Resende, 2019). Data warehouses are essential in database marketing. There are numerous statistical techniques used to come up with models that determine customer behavior. The models are then utilized in coming up with a suitable mode of communication.
In database marketing, several foundations are created to classify the modes of communication suitable for different customers. Marketing databases can be of two major types; consumer and business. Consumer databases are made by organizations and industries that target consumers directly (Ascarza, Fader & Hardie, 2017). Companies and organizations refer to this database as business-to-customer (BtoC or B2C). On the other business, databases focus on businesses and have privacy laws that are not as strict as those that directly focus on the consumer. According to Ascarza, Fader, and Hardie (2017), these contain extensive databases that are easy to classify because businesses are mainly wholesalers who sell to consumers or other retailers.
Application of Database Marketing in Marketing Plan
The core concept of database marketing is to develop lists of consumers, whether businesses or direct consumers, who are served by particular companies or industries. The database does not focus only on the activity of buying only but on other aspects, including consumption behaviors (Laussel, Van Long & Resende, 2019). So the concept will be used to develop the purchasing behavior part of the UnitedHealth Organization marketing plan. This way, communication may be directed towards the right consumer and the respective group as determined by buying, consumption, and other related behaviors. The communication is aimed at campaigning certain goods and services to the most suitable market. The database is maintained with opting-out options, especially for groups of people without an interest in obtaining promotion messages or campaigns.