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DATABASE MARKETING BECOMES MORE COMPLEX as technology continues to grow. The expertise required to implement a database marketing effort is so varied that it is almost impossible for one person to understand how each job is performed. |
Fortunately, suppliers are able to fill the knowledge gaps many marketing managers have encountered. Unlike in years past when many suppliers simply sold their services, suppliers now must help marketing managers fit their resources into the database marketing mix.
This means marketing managers must have direct marketing skills. Even with technology, marketing managers won't last long without understanding break-even points, lifetime value or RFM. They still must recognize the importance of a good offer, good creative work and finding the right audience.
Likewise, the right supplier will listen to what the marketing manager has to say about how the business runs, what is required for financial success and future directions for the company. The supplier will fit its services into the company's marketing mix, not just sell whatever the company has to offer.
Ultimately, there should be very little distinction between a database marketing supplier and an employee. Both should follow the overall direction of the marketing manager and be held accountable for results, and both should proactively seek out better ways to do their jobs.
As long as the marketing manager understands the fundamentals of marketing and the financial parameters of the company, computer/technical skills are not required.
As integrated marketing becomes the norm rather than the exception, marketing managers can expect to be working with more and more suppliers. A database marketing manager could work with Web site hosts, data providers, statistical modelers, TV, radio, newspaper, magazine, catalog and trade show specialists over the course of a year (or a day, for that matter.)
A supplier's ability to work for the marketing manager and willingness to fit its services into the mix becomes more critical as a database marketing manager's time is divided among multiple suppliers. Marketing managers and suppliers who understand this will succeed.
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