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Relationship Marketing

What Does Relationship Marketing Mean?

Relationship marketing is a marketing approach that focuses on creating an ongoing and long-term relationship with customers. It is geared toward building and nurturing strong consumer/customer connections and affiliations, rather than pushing sales or purchases.

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IT developers, service providers and online stores use relationship marketing to target leads and customers.

Techopedia Explains Relationship Marketing

Relationship marketing is typically configured, managed and executed through a customer relationship management (CRM) or marketing automation software, which is used to record and maintain all leads, customers and sales; buying trends; preferences; interests and similar data. This provides a custom view of website content and enables solutions based on market requirements.

For example, an e-commerce website that sells kitchen tools maintains specific buyer profiles in CRM or marketing automation software. A prior customer that is a chef or owner of a restaurant may be presented with content and offers that closely match his or her buyer profile, versus content related to domestic kitchen accessories.

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