16 INTERACTIVE | DMNews • List & Database Marketing Guide 2010
arketers are able to reach consumers in more ways than they ever
Page 16 have before. Each new, hot social media site creates a gaggle of
Mining and monitoring new usernames and displays new behavioral activity. Experts in this
by Mike Fisher section discuss ways database marketers can handle all the new customer infor-
mation that’s available in the evolving digital world.
Getting to know you:
Digital body language,
by Dennis Dayman
Simple list segmentation
Mining and monitoring After listening to and better understanding
customers, it’s important to take the next step
for small businesses, social media and engage them with consistent and targeted
by Janine Popick
online and offline experiences.
BY Mike FiSher A key tenet of database marketing is to
O ver the past few years, social media has
dramatically changed the way people
consume information and interact with brands.
capture the kind of information that can be
used at a later date to learn how customers
with prior activity will perform in the future.
As a result, virtually every industry has had to For example, if a long-time catalog user hasn’t
adapt and fundamentally shift the way they talk purchased anything in a year but is engaging
to customers. No matter how mainstream social with the brand online via social media channels,
media is becoming, or supposedly easier it is to this might suggest the customer is shifting away
manage one’s personal or professional brand, from more traditional shopping methods. By
mining those social channels and integrating tracking the frequency of a customer’s visits to
that consumer insight throughout an organiza- a social media platform, and of course sharing
tion’s marketing that data across the enterprise, businesses can