The importance of building relationships with customers

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Let's look at an example of relational marketing in action. But first, a little context: during the tenth edition of Hot Sale in 2023, we conducted an analysis of user conversations to understand their behavior in the face of the wide range of mega offers.

Among other things, we recorded a total reach on social media of 133 M , an increase of more than 250% compared to 2022. This means that social media was the star medium where brands made their products and services known, since it allowed them to maximize their reach.

Following this event, we latvia email list also observed that more and more users prefer digital channels due to their practicality, that communities are more collaborative and buyers are more selective.

In 2023, consumers showed a more analytical profile : they prioritized smart purchases, such as essential items, as well as wellness and personal care experiences. The most relevant categories were: beauty and health, home decor and clothing, which displaced tourism and technology.

This phenomenon was joined by increasingly collaborative communities , which demonstrated the importance of relational marketing. Through social networks and video platforms, people actively shared their opinions, criticisms and advice to help other users when making purchases.

Benefits of relationship marketing
It is clear that in recent years, consumers have become increasingly demanding: companies must not only interact with agility and solvency on digital platforms , but also offer solutions with responsibility, creativity and empathy .

For this reason, relational marketing is essential for brands that want to improve their online reputation and evolve in line with the expectations of digital natives.

Thus, an intelligent relational strategy allows:

Improve customer satisfaction throughout the customer journey .
Enhance long-term customer retention through loyalty programs .
Cultivate loyalty and positive perception towards the brand.
Consolidate an interactive and committed community .
Increase recommendations through word of mouth.
We hope that this article has helped you understand what relational marketing is and how it can help you develop personalized and unforgettable brand experiences .

At Brandformance , we believe that dialogue with users is the most valuable source of information that a brand has to understand its weaknesses and strengths, gain insights for future content creation, and create a lasting bond with members of its community. If you want to know more about how to foster strong relationships with your customers and stand out in the digital ecosystem, do not hesitate to contact us to design your next action plan .