Setting Up a DatabaseUnless you're a professional at setting up a database, you're likely uneasy about attempting it yourself. The good news is you don't have to! There are wonderful software packages available and IT professionals how do know how. Still, you do need to understand some basics before you call the pros.
Because for database marketing having a functional database is essential to reaching marketing and sales objectives. But first you have to know what your marketing and sales goals ARE before you can set up a database that meets your needs.
You'll have to know who you're marketing to. Where do they live? How old are they? What do they do for fun? What do they think are good things to spend their money on? The answers to questions like these define your target audience or target market and are essential to your marketing efforts and to developing useful marketing solutions. So you want to know as much about them as possible.
The next step is to put all this information together and figure out how to speak to your target market in language they'll understand and like. A good advertising rule of thumb that always comes in handy when thinking about this question is to remember that your customer is your wife, husband, neighbor, etc. This means you never speak down to them or over their heads, either. You NEVER treat them like they're stupid. So if the language of your marketing, sales, or advertising materials would infuriate or irritate your spouse, work with it until they'd not only understand it, but would enjoy it.
Once you have a handle on these things, call in the database developers and database management consultants for advice on setting up a database and managing it. They'll guide you through the nitty-gritty details of the actual database development.
If you prefer to go it alone, search for software that's already available that will be effective for your Internet marketing. Just remember, you can't have an effective, functional database until you know who and what you want to achieve by having one. So know what you need before you start looking!