Growing an internal database

- [Instructor] Growing your internal database…is a long-term strategy that can deliver…incredible results over time.…It can raise the equity valuation of the business,…help us to reduce costs of customer acquisition,…it can increase referrals and brand awareness,…and make the business less reliant…on more expensive customer sources.…The process of database subscription…is what some would call permission marketing,…which applicates a clear opt-in system,…where customers give permission…and this is considered best practice.…

In reality, there are corporations…who have permission clauses somewhere…in their terms of use…and they market to anyone who contacted them,…bought something online,…or interact with the company at various touchpoints.…They tend to do this until the prospects opt-out…of the communication.…This would be considered marginal compliance…with legal requirements, rather than best practice.…The following tools will help you to grow your database…over time.…

Firstly, we've got pay-per-click campaigns.…