Relationship marketing refers to marketing efforts that focuses on developing long-term relationship

with customers. It is a part of Customer relationship management (CRM) which aims to achieve long-
term engagement of clients with business for maintaining its profitability. Relationship marketing is
distinct from other types of traditional marketing.

It carries out activities for achievement of long-term goals like customer loyalty. Whereas, traditional
marketing works towards getting short-term goals like customer acquisition and one-time sales.
Traditional marketing does not pay any attention on building relationships. Relationship marketing
instead of sales transactions emphasizes on customer retention and their satisfaction level. 

Companies find it cost-effective in marketing their products to existing customers as they don’t need to
run mass promotional campaigns. Nowadays, brands run customized marketing campaigns for
communicating with target audience that enables them in understanding customer wants efficiently.
Long term customers are also less likely to churn which develop close relationships with brand thereby
generating more profits for them. 

Relationship marketing work effectively through the combined efforts of its components. These are
customer service, email marketing, content marketing, word of mouth and social media. All of these are
discussed in detail as given below: – 

Customer service: It is a crucial element of both marketing and sales. Relationship marketing pays
attention on functioning of service departments of organizations. These service departments operate to
solve customer problems and serving them in a better way. Attempts are made by relationship
marketing to enhance the internal operations of business in order to provide better customer service.
Customers are unlikely to return to a brand if they are not served properly.

Email marketing: Email marketing is an efficient tool of reaching out to target audience by business. A
promotional message containing details about products or services to be promoted is forwarded to the
maid ids of customers. Companies need to ensure that right information is shared at right time and with
right individuals. Peoples will be interested towards a particular brand as long as they receive relevant
promotions of their interest. 

Social media: Social media is a marketing platform which is widely used in relationship marketing. It is
one that uses social media platforms like Facebook, Instagram, Google and Twitter for sharing valuable
content with customers. A direct communication with people is made for gaining insight into their
lifestyles.

Word-of-mouth: Word-of-mouth marketing is type of promotion initiated from consumer end among

his/her acquaintances regarding brand products. It is a free type of advertising triggered by experience
of customers developed over their long-termed relationship with brand. This type of marketing is one of
the most powerful tool as it leads to encourage more people to buy brand products as consumers easily
trust their friends.  

Content marketing: Content means all information regarding features of product, advertisement and
offers that is intended to attract target customers. Content marketing refer to sharing of all this
information for free before making sales that leads to develop desired customer relationship. This
information is of great interest to customers which assist them in their journey with brand while making
purchase decisions.
Customer awareness and education: It involves educating the customers by providing them information
about products and services. Efforts are made to strengthen relation with customers by making them
aware about market information. It is one of the effective ways of developing better understanding by
giving them valuable information instead of just attempting to sell their products.

Types of Relationship Marketing

Relationship marketing work effectively through the combined efforts of its components. These are
customer service, email marketing, content marketing, word of mouth and social media. All of these are
discussed in detail as given below: – 

Customer service: It is a crucial element of both marketing and sales. Relationship marketing pays
attention on functioning of service departments of organizations. These service departments operate to
solve customer problems and serving them in a better way. Attempts are made by relationship
marketing to enhance the internal operations of business in order to provide better customer service.
Customers are unlikely to return to a brand if they are not served properly.

Email marketing: Email marketing is an efficient tool of reaching out to target audience by business. A
promotional message containing details about products or services to be promoted is forwarded to the
maid ids of customers. Companies need to ensure that right information is shared at right time and with
right individuals. Peoples will be interested towards a particular brand as long as they receive relevant
promotions of their interest. 

Social media: Social media is a marketing platform which is widely used in relationship marketing. It is
one that uses social media platforms like Facebook, Instagram, Google and Twitter for sharing valuable
content with customers. A direct communication with people is made for gaining insight into their
lifestyles.

Word-of-mouth: Word-of-mouth marketing is type of promotion initiated from consumer end among

his/her acquaintances regarding brand products. It is a free type of advertising triggered by experience
of customers developed over their long-termed relationship with brand. This type of marketing is one of
the most powerful tool as it leads to encourage more people to buy brand products as consumers easily
trust their friends.  

Content marketing: Content means all information regarding features of product, advertisement and
offers that is intended to attract target customers. Content marketing refer to sharing of all this
information for free before making sales that leads to develop desired customer relationship. This
information is of great interest to customers which assist them in their journey with brand while making
purchase decisions.

Customer awareness and education: It involves educating the customers by providing them information
about products and services. Efforts are made to strengthen relation with customers by making them
aware about market information. It is one of the effective ways of developing better understanding by
giving them valuable information instead of just attempting to sell their products.