The importance of database marketing in social network advertising

Scientific paper - Conference paper

• Author: Iva Gregurec
• Author: Tihomir Vranešević
• Author: Damir Dobrinić
• Author's institution: University of Zagreb; Faculty of Organization and Informatics; (Department of Economics)
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract (english)

The last two decades have witnessed drastic globalization achievements and technological innovations that do not only have a major impact on the individual but have also produced profound changes in all aspects of business, including marketing. Owing to current trends, the means of realizing one of the primary goals of every business, that is, satisfying customers’ needs, have been greatly changed. Contemporary businesses focus their marketing efforts on creating databases of the existing customers and stimulating their company loyalty. The establishment and effective management of a customer database enables a personalized approach to every customer. It is personalization based on relevant information resulting from employing a customer database that can allow businesses to acquire new customers and retain the current ones as well as build a long-term relationship with customers that leads to greater marketing efficiency. One of the new trends that implies using databases is social networking. Social networks have thus become a location where users can not only communicate among themselves but also communicate with businesses. Without a quality database marketers would not be able to appropriately exploit social networking as an advertising medium and send personalized messages to individuals. Therefore the aim of this paper is to exemplify the importance of marketing databases in social network advertising.

• Keywords (english): database marketing; social networking; advertising; personalization
• Language: english
• Publication type: Scientific paper - Conference paper
• Publication status: Published
• Peer review: Peer review - international
• Publication version: Draft version
• Journal title: International journal of management cases
• Numbering: vol. 13, no. 4, pp. 165-172
• p-ISSN: 1741-6264
• URN:NBN: urn:nbn:hr:211:913790
• Publication: 2011
• Type of resource: Text
• Access conditions: Institutional access
• Created on: 2017-12-06 13:38:43