IntegratingAllDirectMarketingChannelstoBuildCustomerLoyalty ABMWCaseStudy KayMadati,RelationshipMarketingManagerBMW ArthurMiddletonHughes,VPforStrategicPlanning M\SDatabaseMarketing TheDMA84thAnnual McCormickPlace,Chicago Tuesday,October30th200110:00AM–11:15AM 1950-2000Brandsbuiltbymassadvertising 1985-2000DatabaseMarketingarrived,butnotintegratedwithmassadvertising. 1996-2000TheInternetarrived,butnotintegratedwithDBMormassadvertising 2001BMWbringsthemalltogether Howbrandmarketinghasevolved BMWcustomerswant: Arealizationofthebrandpromise Performance,safety,technology,innovation Recognition Service Information Convenience Helpfulness BMWBuyersNotNecessarilyDrivenbyPrice PersonalProfitfromPurchase= a(usefulnessofproduct) +b(perceivedbrandvalue) -c(moneycost) -d(timeorinconvenience) HowBMWBuyersMakePurchaseDecisions Constructors Peoplewhobuilddatabases Merge/Purge,Hardware,Software Creators Peoplewhounderstandstrategy Buildloyaltyandrepeatsales Youneedbothkinds! Twokindsofdatabasemarketingpeople