Relational Marketing is defined as the strategy that seeks to establish profitable relationships with the public of a company or organization . It involves collecting and processing the information that we can obtain from users, as well as analyzing their behavior to optimize our marketing objectives based on a stable relationship. To do this, we have various tools that are usually embodied in a CRM (Customer Relation Management) or PRM (Prospect Relation Management) system. Relational marketing, which already exists in the offline era, makes even more sense with the Internet.
User information is easier to collect and the tools we have available facilitate the optimization of relationships. From the creation and management of databases and mailing lists to contact through social networks and community management, we have a new online scenario before us with many opportunities to take advantage of in terms of relational marketing. Our goal as an email marketing and relational marketing company is to optimize efforts aimed at establishing relationships, strengthening them, maintaining them over time and maximizing their profitability. To do this, we must take into account the Customer Life Cycle , which includes several phases that we must deal with using different strategies. Today, relational marketing is embodied in different tactics, but the integration of all of them in Cross Channel strategies is becoming increasingly important , which we will discuss in future articles.
