engleski

PERSONALIZED WEB COMMUNICATION WITH THE AIM TO IMPLEMENT DATABASE MARKETING – CASE STUDY

Computer-supported technologies have made possible the creation of customer databases which were initially based on simple lists, i.e. the inclusion and storing of existing data about customers, without organized access to their exploitation in the sense of carrying out personalized communication, recognition and segmentation, as well as the monitoring and prediction of shopping habits and behaviour. A higher level of exploitation, usually with the aim to establish database marketing, which, as a basis for marketing decision-making, makes it possible to know customers and their current and future business significance well, begins with personalized communication, i.e. the establishing of a dialogue with customers. The establishing of contact provides essential information about customers and supplies customers with information necessary to make a purchase decision. Personalized web communication represents a specific form of communication through an Internet network, through which a direct contact is established with customers and clients and through which preconditions are created to get to know them in more detail and to generate quality information necessary for the establishing of long-term business relations, i.e. marketing strategies that will contribute to the building up of customer loyalty and profitability. As such it also has relevant significance in the implementation and development of database marketing.

Personalized communication; databases; customers; database marketing; DMS

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