The Basics of Relationship Marketing

The Basics of Relationship Marketing

The Basics of Relationship Marketing
is a form of marketing developed from direct
response marketing campaigns which emphasizes
customer retention and satisfaction, rather than a
dominant focus on sales transactions.

The Basics of Relationship Marketing
It recognizes the long term value of customer
relationships and extends communication
beyond intrusive advertising and sales
promotional messages.

The Basics of Relationship Marketing
With the growth of the internet and mobile
platforms, relationship marketing has
continued to evolve and move forward as
technology opens more collaborative and
social communication channels.
The Basics of Relationship Marketing

The Basics of Relationship Marketing
With the growth of the internet and mobile
platforms, relationship marketing has
continued to evolve and move forward as
technology opens more collaborative and
social communication channels.
This includes tools for managing relationships
with customers that goes beyond simple
demographic and customer service data.
Source: Wikipedia

The Basics of Relationship Marketing
Who Employs Relationship Marketing?

The Basics of Relationship Marketing
Many types of companies have something to gain from
developing long-term relationships with their customers.
Small Businesses
The Basics of Relationship Marketing
Large Companies
Industry Leaders

The Basics of Relationship Marketing
often serve a steady stream of regulars, and
make little effort to draw in new customers.
Small Businesses
The Basics of Relationship Marketing
Large Companies
Industry Leaders

The Basics of Relationship Marketing
Imagine a small restaurant that sees a steady stream of
business from the morning commute. Their daily presence is
a large part of the business that restaurant does every day.
Small Businesses
The Basics of Relationship Marketing
Large Companies
Industry Leaders

The Basics of Relationship Marketing
typically invest the most in carrying out
sophisticated relationship marketing campaigns.
Small Businesses
The Basics of Relationship Marketing
Large Companies
Industry Leaders

The Basics of Relationship Marketing
In some major companies, relationship marketing is a strategy
that affects every department with a client facing purpose.
(sales, customer service, shipping etc.)
Small Businesses
The Basics of Relationship Marketing
Large Companies
Industry Leaders

The Basics of Relationship Marketing
constantly face competition from new companies
who claim to provide similar goods with a higher-
quality level of service.
Small Businesses
The Basics of Relationship Marketing
Large Companies
Industry Leaders

The Basics of Relationship Marketing
Source: http://www.marketing-schools.org/types-of-marketing/relationship-marketing.html
Holding onto their existing customers is the only way they can
maintain their position at the top of their industry. This is true
for businesses in all industries, from cell phones to baby food.
Small Businesses
Large Companies
Industry Leaders

The Basics of Relationship Marketing

The Basics of Relationship Marketing
The only way to carry out a relationship
marketing strategy in a thoughtful and
effective way is to follow a comprehensive
marketing plan.

The Basics of Relationship Marketing
Companies must first look at demographic and historical data about
their customers to understand who they are, what they buy, and
how to provide for them over the long term.

The Basics of Relationship Marketing
The company must understand why a
consumers returns for repeat business.

The Basics of Relationship Marketing
There is the tendency to think that customers return
because the company has served them well

The Basics of Relationship Marketing
There is the tendency to think that customers return
because the company has served them well
but maybe they return to a store because it is the
closest to their house

The Basics of Relationship Marketing
There is the tendency to think that customers return
because the company has served them well
but maybe they return to a store because it is the
closest to their house
or the only one in the area that stocks the product
they want to buy.

The Basics of Relationship Marketing
Analyzing the nature of customer loyalty is the
best method develop a working relationship
marketing plan.