RELATIONSHIP MARTECH
  • Martech
  • Digital Strategies
  • Blog
  • More...
    • Book A Call
    • About

Back to Relationship Marketing

2/1/2019

1 Comment

 
Picture


We got away from it for a while. By “we,” I don’t mean Relationship Martech, or our industry or even our generation – I mean the whole planet got away from relationship marketing for many years. Those years were known as the Industrial Revolution. Before that, all transactions were based on relationships, going all the way back to the Dawn of Marketing, in fact. By working strictly on a referral basis, consumers got, not just a product, but a relationship with the merchant.

But they didn’t have a lot to choose from. That’s why that Industrial Revolution became so poular: lower prices, wider selection and, eventually, globalization. Sometimes called the Product Marketing Era, its marketing was based, not on relationships, but on features and benefits. Products, like appliances for example, captured global market share by having a smarter feature set than their competitors' on the assumption that the end-users were essentially the same.

Then “smart marketers began to question this approach,” according to Responsys President Scott Olrich. “Why…were we marketing to similarities? Why not differences?”

To market to differences, mail-order catalogs like LL Bean started to segment their mailing lists, ushering in the (re)birth of Relationship Marketing. Mail-order segmentation was followed by databases linked to email, cable television, Internet searches, social media and other increasingly sophisticated marketing tools designed to match different market targets to organizations’ differentiators. These tools have now refined niche markets into highly personalized groups – allowing individual, or 1:1 (personalized) marketing campaigns.

At the same time, many of these software tools have also given consumers the power to speak out about how the products and services work or don’t work. This two-way street has enabled us to reach Relationship Marketing 2.0.

According to consultant Vignesh Subramanyan, that’s the point at which “personal recommendations are the primary driver of consumer purchase decisions at every stage of the purchase lifecycle, for the majority of product categories and industries.” Hence, we’ve now come full circle back to true Relationship Marketing for companies, associations and even governments.

But how can you have true relationships on a global scale? By automating the basic processes and freeing up humans to go deeper with your customers and prospects.


(Image Credit: Photo by Christine Roy on Unsplash)

1 Comment

    Author

    Tom McClintock is the owner and founder of Relationship Martech.

    Archives

    January 2021
    October 2020
    September 2019
    April 2019
    March 2019
    February 2019
    January 2019
    November 2018
    October 2018
    September 2018
    June 2018
    April 2018
    March 2018

    Categories

    All
    Age Of The Customer
    Arts
    Automation
    Beauty Products
    Bots
    Brand
    Business Growth
    Business Process Management
    Colorado Springs
    Community
    Consumer Experience
    Content
    Content Mar
    Content Marketing
    COVID
    CRMs
    Data Science
    Digital Marketing
    Ecommerce
    Email
    Email Marketing
    Generational Marketing
    Globalization
    Hardware
    Industrial Revolution
    Klaviyo
    LinkedIn
    Lockdown
    Marketing
    Martech
    Millennials
    Owned Marketing
    Owned Revenue
    Paid Marketing
    Personalization
    Prioritization
    Privacy
    Product Launch
    Product Marketing
    Project Management
    Relationship Marketing
    Relevance
    Reopening
    Repetition
    Retail
    Retention
    Sales Funnel
    Seniors
    Social Media
    Software
    Startup
    Storytelling
    Targeting
    Technology
    Time Management
    Wholesale
    Workflow

    RSS Feed

Relationship martech

The Power of Marketing Technology to Deepen Relationships.
Colorado Springs, CO
Picture
Picture
Picture

    Subscribe to The martech revolution Today!

    Get updates regarding the latest in marketing technology right in your inbox.
Subscribe to Newsletter

© 2018 – 2019 Relationship Martech. All Rights Reserved.
  • Martech
  • Digital Strategies
  • Blog
  • More...
    • Book A Call
    • About