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Origin and importance of relational marketing

Posted: Wed Dec 18, 2024 6:38 am
by rosebaby3892
In this way, the company can not only gain new customers, but also retain old ones, and can even make these customers become advocates and promoters of the brand. Another objective is to become a reference in the market, mainly due to the good experiences offered to users.

Another important consideration about Relationship Marketing
Now, CRM Customer Relationship Management is the operational part of this entire process, which is focused on the management of these relationships .

They are often identified as the computer tools that allow this organization, management and evaluation in the service of relational marketing, in order to implement a long-term contact strategy.

It can be said, then, that there is a direct relationship of dependence between relational marketing and CRM, where one is of vital importance for the success of the other.

It is also important to highlight that this methodology has evolved and led to new marketing strategies. The most well-known and current is Inbound Marketing , which consists of an attraction marketing approach that draws on many of its principles from relational marketing.

Relationship marketing is a strategy that involves various aspects ranging from brand building, customer loyalty, brand dissemination to the creation of an authority in the market.



 

Relationship marketing has a recent introduction, since it originates in the early canadian hospitals email list eighties, marking a simple facet in service-oriented marketing , but from that moment on its exposure and acceptance have been accelerating. But where does it have its roots?

1983: Theodore Levitt uses the term “ relationship marketing ” to express that the objective of a business should not be limited to sales alone, but should also seek to provide the customer with a higher level of satisfaction.

1993: The first conference of the International Colloquium on Relationship Marketing was held in Australia and was followed by several seminars.

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2004: The American Marketing Association introduces a significant change in the definition of the term “ marketing ”, making direct mention of the need to provide value to the customer and properly manage customer relations.

2006-2008: The Marketing Science Institute establishes that more and more possibilities are opening up for customers , so maintaining their loyalty must be a priority.

Importance of relational marketing
It is considered that relational marketing has been gaining relevance due to the increase it has had, as the interaction with its clients grows.

Since it is a tool that allows us to build relationships with our clients, offering products and services adapted to their needs and interests.