Relationship Marketing Now
There are several large volume books written on this topic.
It might be understood juxtaposed to Traditional Marketing. Most people would say it is the opposite or the new evolution.
Traditional Marketing shot guns messages to involuntary recipients. It may be in the form of TV advertising, direct mail, cold calling, emailing, or any other print media. It is often called intrusion advertising. It is the inspiration for Tivo. It works in some industries and if it fits for a business, it is best to stick with it. The disadvantage is that it has become costly and inefficient.
Relationship Marketing is referred to more as Permission Based marketing although the message can still be broadcast. Where it differs is that once a Suspect responds and gives their contact information in return for desired communication, it becomes Permission based communications. The Suspect becomes a Prospect. The system nurtures the Prospect for as long as required to make them a Customer.
In the process, you certainly have the opportunity to ask if you are on the right track or if there is more that you could do. The idea of Relationship Marketing is the goal is to create interaction, trust and loyalty.
