Direct marketing software for e business
There are many 'development product'
direct marketing software solutions aimed at the UK e business
market. These are marketing software systems which are sold
and supported directly in the UK; there are many more available
in the USA. They vary from simple stand-alone solutions (even
free databases) up to extremely sophisticated marketing software
which can cost tens of thousands of pounds.
Most of the direct marketing databases
in use cost over £1,500 and many are over £5,000
(although there are increasingly more lower cost solutions
from £200 upwards). They will obviously vary in functionality
and sophistication but can help with everything from simple
recording of standard business details through to e business
management and powerful analysis of your e marketing database.
They are written specifically for
different types of business or company. Standard 'contact
management' or 'sales and e marketing' databases may not be
applicable to a certain business.and the methodology of the
business transaction also often requires a unique solution.
Why re-invent the wheel? If there is a solution pre-written,
why start trying to write your own or 'work around problems'
of another software package.
Some of the main reasons and benefits
for choosing 'development product' direct marketing software
are:
- Experience. The marketing database
solution used by other businesses which will mean you will
benefit from their previous experience and requests for
functionality in the management software.
- Cost: It is often cheaper than
writing your own e marketing software. For a business with
sophisticated direct marketing management requirements this
is far more likely to be the case than for the small business
who might only have simple needs. If a small business does
have a volunteer or employee who has the software development
training to produce an access marketing database then some
of the costs can be saved.
- Speed of implementation. Pre-written
software does not need to be designed by yourselves and
your direct marketing database should be up and running
far more quickly than writing your own.
- Support. Most UK direct marketing
software suppliers offer direct UK support hot-lines and
with UK support staff who should understand both the business
and the software.
- Future-proofing. Most direct marketing
software companies offer 'management contracts' where you
can pay a set amount each year and receive free downloads
and updates of the package. This can be quite a benefit
if a company keeps on top of the latest technology as it
will mean you can always have the latest upgraded e marketing
management software
- User groups. Many e marketing
software suppliers have a user-group where you can exchange
ideas and add to a 'global voice' to talk to the supplier
in case of generic problems.
The potential downsides of 'development
product' direct marketing software are:
- Cost. Many of the e business databases
listed on the market will cost thousands of pounds; certainly
those with a good range of functions and benefits needed
for many serious UK direct marketing operations. Plus support,
training and any new hardware required. They can be/seem
expensive in terms of actual outlay. And those that are
far cheaper (from £200 upwards) are sometimes much
more limited in their functionality, user-friendliness,
support and so on.
- Functionality. Can the direct
marketing software really do what you want? (There again,
if it can match 80-85% of your requirements then that is
still good going; you might want to ask just how important
are the other needs you have?)
- Over-complex. Does the direct
marketing software do far more than you will ever require?
This is a common complaint about all management software
in many industries. (On the other hand, better to do too
much than not enough?)
- Inflexibility. How adaptable is
it for you to adjust the direct marketing software to your
own requirements? Can you add your own fields or write your
own reports? And how easy is it? What about the future when
your management requirements might change; will the database
still be able to meet your e marketing needs?
- Companies can go bust! It is not
rare software companies can go under, in which case you
are left with an unsupported database and nowhere to go
for enhancements.
- Enhancement requests. Just because
you ask for an enhancement you will not necessarily get
it. marketing software companies often tend to add new functions
only where they feel it will be beneficial to more than
one specific client (or, if we are sceptical, where they
feel it will increase sales
- Compatibility. Less of an issue
these days, but you need to ensure new database marketing
software is compatible with your existing or planned software
and hardware. And can it transfer data direct to your printer
and send email
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