What is relationship marketing?

I'm sure many of you have heard this term without really knowing how it is defined, and others will come here looking for a deeper understanding of the subject. We begin with a series of articles that will help you to understand it better what it is and how we can optimise our relationship marketing strategies.

Relationship Marketing is defined as the strategy of establishing profitable relationships with the publics of a company or organisation.. It is about collecting and processing the information we can obtain from users, as well as analysing their behaviour in order to optimise our marketing objectives based on a stable relationship. To do this, we have various tools at our disposal that usually take the form of a CRM (Customer Relation Management) or PRM (Prospect Relation Management) system.

Relationship marketing, which already existed in the offline era, makes even more sense with the Internet. User information is easier to collect and the tools available to us make it easier to optimise 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 in front of us with many opportunities to take advantage of in terms of relationship marketing.
Our objective as email marketing and relationship marketing company is to optimise efforts aimed at building relationships, strengthening them, maintaining them over time and maximising their profitability. In order to do so, we must take into account the Customer Life Cycle which includes several phases that we will have to deal with using different strategies.
Nowadays, relationship marketing takes the form of different tactics, but it is becoming increasingly important to integrate all of them into a single strategy. Cross Channel strategies, which will be discussed in future articles.