Naslov
The importance of database marketing in social network advertising

Autori
Gregurec, Iva ; Vranešević, Tihomir ; Dobrinić, Damir

Izvornik
International journal of management cases (1741-6264) 13 (2011), 4; 165-172

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
database marketing; social networking; advertising; personalization

Sažetak
The last two decades have witnessed drastic globalization achievements and technological innovations that do not only have a major impact on the individual but have also produced profound changes in all aspects of business, including marketing. Owing to current trends, the means of realizing one of the primary goals of every business, that is, satisfying customers’ needs, have been greatly changed. Contemporary businesses focus their marketing efforts on creating databases of the existing customers and stimulating their company loyalty. The establishment and effective management of a customer database enables a personalized approach to every customer. It is personalization based on relevant information resulting from employing a customer database that can allow businesses to acquire new customers and retain the current ones as well as build a long-term relationship with customers that leads to greater marketing efficiency. One of the new trends that implies using databases is social networking. Social networks have thus become a location where users can not only communicate among themselves but also communicate with businesses. Without a quality database marketers would not be able to appropriately exploit social networking as an advertising medium and send personalized messages to individuals. Therefore the aim of this paper is to exemplify the importance of marketing databases in social network advertising.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

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