Challenges and Limitation of Database Marketing
While real-time business intelligence is a reality for select companies, it remains elusive to many as it is dependent on these premises: the percentage of the business that is online, and the degree of level of sophistication of the software. Technology companies like Google, Dell, and Apple are best positioned to capitalize on such intelligence. For other companies, more traditional methods still apply, either to maintain communication with an existing customer base (retention) or, as a more established growth driver, to build, acquire or rent new databases (acquisition). A major challenge for databases is the reality of obsolescence - including the lag time between when data was acquired and when the database is used. This problem can be addressed by online and offline means including traditional methods. An alternative approach is real-time proximity marketing for acquisition purposes.
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“The approval of the public is to be avoided like the plague. It is absolutely essential to keep the public from entering if one wishes to avoid confusion. I must add that the public must be kept panting in expectation at the gate by a system of challenges and provocations.”
—André Breton (1896–1966)
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