Relationship Marketing is one of the major changes enforced by digital mediums in the marketing industry. Marketing industry has been on a constant path of functional and strategic changes happening very frequently. One of the main causes for these changes is the rapid technological advancements in this field.
Besides this, an important factor which is driving the digital marketing industry to newer channels is the behaviour of the consumers towards brands. Marketing in digital medium opened up a window for brands to directly connect with customers at personal levels. This was never a case with traditional marketing which generally involved broadcasting messages of the brand through mass medias.
Establishing a closer and communicable relationship between individual customers and a brand is perhaps the most revolutionary facet ever to have happened in the marketing industry. The whole concept of marketing itself changed radically once the possibilities of knowing the consumer at a closer range became simple.
There was also a radical change in the behavior patterns of the consumer once he got access to information on any product easily on the Internet. The marketers were thus facing a tough task to formulate its strategies in marketing.
Establishing a closer and communicable relationship between individual customers and a brand is perhaps the most revolutionary facet ever to have happened in the marketing industry.
“Relationship Marketing” is building of constant engagement between the customer and the brand. Relationship Marketing is predicted to be one major area where brands are going to invest a good part of their marketing budget in future. The rise in smartphone adoption –which is estimated to grow more than 2 billion users worldwide in 2016 – will provide a ripe opportunity for Relationship Marketing for brands to connect with its customers.
The evolving of closer relations of brands with its consumers helps the brand to develop a strong emotional bond. This bond eventually creates long term engagement with customers and an atmosphere to drive word of mouth promotions and lead generation.
Big Data is what gives the brand the fuel to drive its relationship marketing. It is a given fact that in future personalized and data driven marketing is on to rule the marketing industry to a large extent.
The rise in smartphone adoption –which is estimated to grow more than 2 billion users worldwide in 2016 – will provide a ripe opportunity for Relationship Marketing for brands to connect with its customers.
Building a personalised marketing is never an easy task for a brand. Building of trust is required for building strong relationship. It requires transparency between the brand and the customer to create and maintain an environment for such strong bonding.
Brands that are into relationship marketing have a greater advantage over other brands as customers themselves become the marketers of their products. Even though building such relationships takes time and effort – today it is one of the most effective ways of marketing. More and more brands are realising the importance of relationship marketing are taking this branch of marketing seriously and including it in their marketing strategies.