Relationship Marketing: why is it profitable to maintain a stable relationship with customers?

Marketing, since its origin, has been based on generating a relationship with audiences, so we are not discovering the Americas if we now call it "marketing".Relationship Marketing". In the end, the term relational is a reminder that our first objective must be to generate stable relationships with customers, and if our efforts are directed towards this objective, sales will come and in the end we will achieve greater profitability. The term Relationship Marketing also arises as opposed to "extensive" marketing aimed at expanding markets.. In an environment where it is becoming increasingly difficult to achieve results with this extensive marketing, relationship marketing seeks to to make the most of an audience that is already within our influence. Obtain benefits from people with whom you already have an existing relationship. These people can be customers or prospects, i.e. people who have given us permission to contact them or have shown interest in what we can tell them. The optimisation and profitability of these audiences is the objective of relationship marketing.


Thus, personalisation and appeal to individuals as opposed to impersonal, mass messages are becoming increasingly important. Let us not forget that thehe most human emotions and reactions are what ultimately determine a sale or a recommendation. With relationship marketing strategies we are able to generate relationships with audiences and customers that are maintained over time and thus offer us behavioural data We can take advantage of this to redirect our strategies, depending on the stage people are at in relation to our brand or company.
The stable relationship provides us with informationThis is very valuable in an environment that has tended to impersonalise messages in recent years. With this information we can know what the user expects from us at a given moment and offer it to them. We can know when to welcome them, when to send them an offer or discount, when to congratulate them or send them a thank you email. And of course, we can also know with perspective which audience segments are the most profitable.
If we focus on making sales, mass marketing strategies and forget about building relationships, we are missing the opportunity to get all this information and therefore, to optimising the resources available to us in our marketing strategy. As John Wannamaker said:

"I know that half of my advertising budget is going down the drain; the bad news is that I don't know which half it is".

With relationship marketing we have the opportunity to know what works and what doesn't, thus making our actions profitable.