What is database marketing?

Database marketing is a marketing typology or technique based on the use of databases of clients or potential clients in order to optimize personalized communication. Communications based on database marketing are based on customer identification codes that personalize communications between the company and the customer.

For the most part, these communication systems are used as sales methods, so they can be described as spam if the recipient does not want them. However, with proper use, either through personalized emails, incentives or actions derived from loyalty programs , this technique helps to retain customers.

Acronym or abbreviation:
Database Marketing: DBMS

List of Digital Marketing Terms