How brand marketing has evolved 1950 - 2000 Brands built by mass advertising 1985 - 2000 Database Marketing arrived, but not integrated with mass advertising. 1996 - 2000 The Internet arrived, but not integrated with DBM or mass advertising 2001 BMW brings them all together BMW Buyers Not Necessarily Driven by Price BMW customers want: A realization of the brand promise Performance, safety, technology, innovation Recognition Service Information Convenience Helpfulness How BMW Buyers Make Purchase Decisions Personal Profit from Purchase = a (usefulness of product) +b (perceived brand value) - c (money cost) - d (time or inconvenience) Two kinds of database marketing people Constructors People who build databases Merge/Purge, Hardware, Software Creators People who understand strategy Build loyalty and repeat sales You need both kinds!
