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The basics of relationship marketing

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The basics of relationship marketing

  1. 1. The Basics of Relationship Marketing
  2. 2. The Basics of Relationship Marketing
  3. 3. 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.
  4. 4. The Basics of Relationship Marketing It recognizes the long term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages.
  5. 5. 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
  6. 6. 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
  7. 7. The Basics of Relationship Marketing Who Employs Relationship Marketing?
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. The Basics of Relationship Marketing
  16. 16. 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.
  17. 17. 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.
  18. 18. The Basics of Relationship Marketing The company must understand why a consumers returns for repeat business.
  19. 19. The Basics of Relationship Marketing There is the tendency to think that customers return because the company has served them well
  20. 20. 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
  21. 21. 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.
  22. 22. The Basics of Relationship Marketing Analyzing the nature of customer loyalty is the best method develop a working relationship marketing plan.

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