It’s ALL about relationships


One of the most asked questions in marketing is how long can one hold onto customers. The question is one of the hardest to answer due to the complexity of its nature and the dynamism in marketing today. Many companies have focused on the short-term relationship between a marketer and a customer rather than long term. Communication has always played a significant role in determining how long a marketing campaign can keep the interest of a client. As for me, I have never felt the connection of instant marketing to a long term relationship with that company or organization. Relationship marketing is where focus is put on building a stronger loyalty between the two parties and

Relationship marketing is where the focus is put on building a stronger loyalty between the two parties and long-term customer engagement. Relationship marketing avoids building short term relationship with a customer due to the cost associated with trying to win those customers again. Through meaningful conversation and relationships, companies can create loyalists. The role can be played by marketers where they need to be taught proper communication skills with a client. The question that lingers on many people’s minds is how can companies personalize their outreach efforts? One way is through intrusive mass-target approaches.

Transparency between the clients and brand should be the main focus area. When mapping relationship marketing tactics smartphones should be adopted to reach to a wide number of people. Emotional customer connection is where many marketing campaigns have failed. Emotional marketing result to lead generation and word-of-mouth promotions (Moraes, 2016). It is the energy of a marketing campaign that can determine the success of achieving these objectives. Having a poorly organized marketing campaign will only result to the same problem of amassing customers for a short-time. Communication plays a significant role and should be diligently studied to understand the mechanism needed to win over the customers.

The video in the link below gives further insight about relationship marketing.


Moraes, M. (2016). 7 Game-changing marketing trends to tackle in 2016. Retrieved 24 November 2016, from changing-marketing-trends-to-tackle-in-2016#sm.0000e824sdbz5fbvu0z1956kdsef4


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6 Responses to It’s ALL about relationships

  1. Yarasette says:

    Hi Eunhye,

    I love your post! I think that marketing currently focusing on building and maintaining relationships with customers because of the social media. Before it was only one-way communication, marketers advertised on television, magazines, and radio in which not interaction with customers was a need. After the social media, it is a more direct relation with customers, where they can expressed what they like or dislike about the product.

    Thank you,


  2. Lilia says:

    Hi Eunhye,

    Your post immediately reminded me of Honda and their current campaign the “Random Acts of Helpfulness” because it is their way of creating that loyal relationship with the consumer. By completing random acts of helpfulness within the community Honda is making a positive impact with the consumer and forever being a fond memory. Perhaps, the consumer may not purchase a Honda vehicle in the future, but the likelihood has increased based on the campaign and the relationship marketing Honda has created. They have created a solid emotional connection! Normally I am quick to change the station when commercials come on, but when I hear the Honda “Random Acts of Helpfulness” I always wait to see what the new story is. If they have made that type of impact on myself, I wonder how well they have done in creating that emotional connection with actual individuals in the story? Well done, Honda! Hats off!

  3. Ethan says:

    I agree, relationship marketing builds more meaningful relationships with customers.

  4. Barbie says:

    Thanks for sharing this! It’s an important reminder that we truly have to listen to our customers to manage our relationships with them. In this sense, facilitating bidirectional communication is key, as is sincerity in our responses.

    How many companies say that they have a strong CRM system when really all they have is an efficient email marketing machine? Segmenting user lists and sending a litany of messages based on theoretical consumer personas still isn’t relationship management. It might imitate it, but without truly listening to what customers are saying — both about our brands and otherwise — we’re not fostering a relationship.

    • Thea says:

      I couldn’t agree with you more, Barbie. At my firm, it has been very difficult to sell the advantages of our (very expensive) CRM system. Mature attorneys view it as a glorified rolodex and fail to maximize its benefits.

      Thanks for the great reminder, Eunhye! I’ll remember to emphasize the importance of relationship fostering the next time an attorney tells me the CRM is pointless (*SIGH*).

  5. Katherine says:

    Hi Eunhye,

    Totally agree that it’s all about relationships – and perhaps the experience that goes along with that relationship! For some brands, the product type is a driving force how well those relationships are established. Take for example, financial services. The product in this case is typically intangible, so the relationship and trust between the customer and company is critical. Relationship building and customer services can be a huge differentiator for companies in this category. Conversely, it may be more difficult to create a relationship around a product like perhaps dusting spray. In those cases, utility may still reign supreme.

    Great work on this post Eunhye!