Marketing direct et marketing de données (Database Marketing)

Translated Title

"Direct and Database Marketing"

Summary

This seminar is available in French only.

The corporate environment has changed dramatically since the 1980s. Not only have technological advances and increased market openness led to opportunities and greater competitive pressures on a global scale, there has also been a simultaneous boom in communication and marketing media. Although mass marketing once revolutionized business practices, it is painfully obvious today that returns on investment in television, print and outdoor advertising are lower than ever and continue to drop. At the same time, new channels of marketing communication are emerging and advertising costs are levelling off or climbing. In the words of John Wannamaker, the father of modern advertising, "I know that half of my marketing budget is a total waste. Problem is I don't know which half!"

Although technological progress has led to an increase in corporate productivity, it has also cultivated the need for a narrower approach to marketing communication. It is now more personalized and focused on a smaller segment – an individual, a firm or a small homogenous group of people or organizations. This makes it possible to engage in a direct dialogue with potential clients, greatly reduce marketing costs and accurately assess the intrinsic value for each client. This seminar is an introduction to the main direct marketing and database marketing approaches. By the end of the activity, participants will be able to put their new-found knowledge to immediate use, with nothing more than access to a computer accounting system, Microsoft Excel and the Web.

Workshop Director

Jean-François Ouellet
MBA; Ph. D. (marketing); Post-doctorat (Innovation Management)
Associate Professor, Department of Marketing, HEC Montréal