Relationship marketing is a method to get repeat customers. Selling the service and product in this marketing is not the first purpose. It is a method developed from the campaigns made to keep the customer by ensuring customer satisfaction. Thus, it is aimed to gain long-term profit by gaining loyal customers.
The use of the Internet has increased with mobile device technologies. In addition, as social media platforms increase, relational method development in marketing continues to continue. The competitive nature of the market pushes firms to develop strategies to avoid losing customers. Companies are trying various methods to ensure the continuity of their loyal customers.
Customers have constantly changing needs and demands. Firms should improve themselves on these requests. To increase the loyalty of a firm's customers, it should do the following:
Relational marketing was first described by American marketing experts in the 1980s.
Marketing specialist Leonard L. Berry stated that relationship marketing is the marketing method that ensures effective customer relations for companies. He also said that it is necessary to carry out activities for the continuation and promotion of relations in this marketing.
Barbara Bund Jackson, on the other hand, has defined relationship marketing as creating and maintaining close relationships with traded customers.
Nowadays, using the relational method in marketing is a concept that covers companies and consumers. This concept is a marketing method designed to increase the number of loyal customers, improve communication and long-term relationships. Success in the relational marketing method will begin with collecting data appropriate to the interests and needs of customers. Thanks to these data, a successful goal can be achieved by establishing a strong connection with customers.
Let's look at the features of the relational method in marketing:
We have mentioned that the purpose of the relational method in marketing is to keep customers in hand more than to win them over. Because it is necessary to make financial expenses for new customers. He will also ask for time to convince new customers. Instead, it costs less to retain existing customers. The advantageous aspects of relationship marketing are many. So, let's look at the advantages of the relational method in marketing:
The most important feature of relationship marketing is loyal customers. When a company tries to win new customers, it will have to spend a lot in terms of its budget. The relational method in marketing is important for brands and companies to maintain their relationship with customers. That is why relationship marketing is coming to the forefront today.
Relational methods in marketing are based on some components. Companies should work with buyers to use components more efficiently. Buyers are those who have the characteristics of a real target audience. They are consumer profiles that are very similar to the target audience and are predetermined. The components of relational marketing are as follows:
The most important factor of the marketing and sales stage in a company is customer service. In marketing, the relational method also focuses on the need to invest in customer service and develop this service area. Because customer service in companies is to serve the customer and solve the problems they face.
If people do not call customer service and find solutions to their problems, they will be disappointed. Even most people stop using the brand because of this disappointment.
People are satisfied when they find an answer to their problems from customer service. Thus, the impact of high-quality work of customer service on the company's brand prestige and growth will be great.
The concept of content in the relational marketing method includes the following factors:
The information of these factors should be appropriate for the target audience. It should also be effective in winning potential customers. In content marketing, the goal is to provide free services rather than selling products or services. In this marketing, those who review the content are expected to be customers.
In the relational method of marketing, the use of social media is a very effective way. Using social media in relationship marketing is at the forefront. It is easy to reach the target audience in these media that everyone uses intensively. Direct communication with potential customers can be established on social media. Brands should actively use these platforms to keep their existing customers in their hands.
In the relational marketing method, firms should use email to reach and communicate with target audiences. When contacting customers through the e-mail channel, it is very important to provide accurate information and correct timing. Thus, companies will achieve their goals more easily. It will be of interest to them to send useful emails that customers will be interested in. So they'll take care of the emails.