However, using database marketing does not come without difficulties. There are a lot of challenges associated with database marketing application but each has its individual mitigation strategy . There are 2 key challenges discussed here which have occurred in review of literature more commonly. The first challenge is heightened expectations of the customer. The Google search ubiquity and the growing capabilities of the cellular phones of today have provided the organizations with a chance of gaining instant access to customer information. The influence of such access is apparent when viewing the attention span of customers . This has lowered consumers who have gained the ability of finding out a lot of information about an organization prior to them to decide to engage with any representative of sales or marketing unit . As a consequence, in the past, marketers had shared the brochures of companies with the customers at target, but now any information that does not directly deal with the business needs of a customers will get dismissed almost immediately because it becomes generic (Wedel and Kannan, 2016). For meeting such enhanced expectations, organizations require delivering marketing campaigns which are highly personalized, essential and properly times as well as involve interaction with the customer.
Another challenge is the presence of a vast chunk of information. Organizations are storing the large data collected on everyday basis (Chang and Zhang, 2016). This is added to all the external information points which can be leverages by an organization such as behaviour and preferences of customers over the web (Lewis et al., 2015). Interpretation as well as analysis of all this information is not possible humanly as indicated by the researchers. Hence, the companies turn towards technologies to enhance customer experience which captures information across every channel. It further allows the organizations to generate contextual important insight that organizations require for resonation with the customers of the modernized world.
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