Why doesn’t my marketing work?
"Marketing" overall tends to be seen as a creative activity, which includes advertising, distribution and selling. It is also concerned with anticipating the customers' future needs and wants. The aspect of marketing that we are concerned with is database marketing, which is a low cost way of sending messages to targeted groups of people on your database. You can buy these databases as a starting point, but they are inevitably not quite as up to date or detailed as you might require in your business. It follows then that marketing should be considered as a business process involving every staff member in collecting bits of information as part of their day to day activity to make sure your data is as relevant as possible. This business knowledge is often the most valuable asset you have.
Your marketing then probably involves sending campaigns out somehow and seeing what happens. Marketing campaign activity actually means doing three things IF your money is not going to be wasted. Identify the audience you want to market to in as targeted a way as possible, choose a message that is relevant to them, and track monitor and evaluate the responses as the basis of what you do next time. Chances are your marketing doesn't work because your system doesn't allow you to do all three.
Business Builder does, and allows you to send campaigns directly from the single business database via mailmerge, SMS, html email, plain text email or field / telesales using easily managed message templates. Campaigns can be linked and responses dropped directly into someone's diary to follow up.
Business Builder's modular nature means that if a marketing system is all you require that's all you need to buy (or rent). If later you want to upgrade this to manage sales teams or stock or supplier tendering the modules are already there, your initial investment is not wasted.
For more information on database marketing heres a link to the Wikipedia entry http://en.wikipedia.org/wiki/Database_marketing
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