This is the second of two articles on new directions for the marketing database written by Ernan Roman, pioneer of the Integrated Direct Marketing methodology. This second article addresses the new vision of the consensual database, in which the messaging and communication needs of customers drive the marketing process.
Technology is seen today as the great enabler of communications.
Given just how fast and far technology has brought us, it won't be long before it will be an equalizer as well. Technology will enable marketers from companies large and small to have an equal opportunity to communicate with the marketplace. Early results indicate the new concept of consensual database marketing may be the competitive differentiator. Unlike the more traditional customer database, which may be compiled from any number of sources with little or no input from the customers themselves, the consensual database requires regular participation from the people in its files. We asked over 400 consumers and senior executives from medium and large companies how they felt about the marketing communications they were receiving.