Top 5 Tips for Adapting a Relationship Marketing Model
In the age of consumer marketing, which focused on advertising benefits and features of a product, this automobile ad would have been strategically placed in a menâ€™s magazine. There is enough text in this ad for a short story and a message being pushed to the male reader (and his ego). With a consumer marketing mindset, the brandâ€™s arching goal was to strategically pinpoint the people who would need, use, and ultimately buy their product. For an individual, consumer marketing meant being talked at, not with.
Flash forward to 2013, not only do consumers have endless options but they can, and do, voice their feelings about a brand, experience, or product to the world. Word of mouth is king, making anybody and everybody its subject. Thus, the emphasis has shifted from a monologue to a dialogue. The aim is to communicate a genuine message that is reinforced by an ongoing relationship. Over time, relationship marketing is achieved when brand loyalty is earned through consistent positive engagements with a product, service, or company. A new mindset is required to drive success. Marketers must participate in reciprocal conversations based on consumer feedback to complete the relationship marketing process.Â Here are 5 tips on how to take your marketing message and transform it into a relationship marketing model.
Adopting these principles will result in modern relationship marketing. The producer has made a better life for the consumer and the consumer now has a vested interest in cultivating this positive relationship. A conversation has been initiated and maintained leaving both parties feeling mutually satisfied.