Intelligent Marketing Analysis

Abstract

Intelligent marketing represents one of the most productive ways of the company’s market communications with real and potential buyers. It is based conceptually on stating precisely the target segments of consumers where the key mechanism is the database marketing. The database marketing is an interactive approach to marketing which uses marketing media and channels through which it can establish the contact with individual buyers with a view of giving information to the target auditorium, stimulating demands and being in the close relation with buyers recording data relevant for their consumer behavior. Database marketing includes names, addresses, phones, faxes and e-mails of individual consumers and potential buyers for market communication having sale and profit as the result. The basic principles of the database marketing are targeting – stating target markets precisely; selectivity; personalization; active consumer participation; testing; easiness in answering questions; possibility of measuring and the so-called relationship marketing. E-mail marketing is a mixture of classic direct marketing and telemarketing. It is based on databases representing information-guided marketing process which takes position in the context of concern on consumers’ data privacy. Thusit includes the way of managing fundamental marketing tasks in finding new markets; stimulating market requirements and delivering products to buyers; combining numerous media for advertising and measurable reactions and answers of potential buyers.