Organizations often turn to database marketing service providers, also known as marketing database solution providers, because they do not have the IT resources required to meet the organization’s technical demands. This typically occurs when IT has served as an internal database marketing service provider, tasked with building and supporting the marketing database infrastructure and system. However, IT has multiple, time-sensitive, and important responsibilities that cover many aspects of an organization’s business. Because IT has many operational responsibilities, these are often prioritized above their marketing responsibilities, and rightfully so. Therefore many companies turn to database marketing service providers to alleviate the burden placed on their IT departments.
Marketing service providers have the knowledge to architect a marketing database solution that is efficient, easy-to-use, and contains all of their marketing data. A marketing database built for direct marketers contains business rules marketers rely on to target their markets correctly as well as the ability to suppress specific records.
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