'n Ondersoek na die toepassing van databasis bemarkingstegnieke deur finansiële instellings in Suid-Afrika met die doel om 'n databasisbemarkingsmodel te ontwikkel

Abstract

Database mar1<eting can be a unique method of applying direct mar1<eting. With its roots firmly in direct marketing principles, it goes beyond the technique of just eliminating intermediaries. It accumulates data about prospects and clients, processes it into useful information and employs it to mar1<et more effectively to clients than that could be achieved by using only mass mar1<eting techniques. More than only the basic transaction data is accumulated, for example, lifestyle data, demographic data, reaction to previously held mar1<eting campaigns and transaction history. This specific information is used to develop individualised services, products and mar1<eting communication methods to approach the client individually with offerings to suit the unique needs of the client. Advantages of this approach to mar1<eting are effective segmentation, crossselling enhancement and elimination of waste (both in monitory terms and the socalled junk mail). If only clients who need a service/product, are approached with a personalised service/ product, theoretically a 100 per cent success rate should be achieved. The empirical results indicate that Rudolph (1997: 15 - January/ February) is indeed right with the following statement: Evidence of database marketing entering South Africa is sadly lacking. The results confirm that the term Database marketing is confused with direct marketing and that suitable systems, personnel and support from senior management are insufficient in most financial institutions in South Africa. The recommendation is that a structured approach should be followed, as explained in a model for database marketing. This structured approach should be supported by top management, and should be accepted by all members of personnel in the institution and by leaders with a combined knowledge of marketing and information technology principles.