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Relationship marketing builds loyalty. Show customers that you care about the person and not just the purchase.
Modern digital marketing strategies have created blurred lines between advertising, public relations and sales. Businesses that focus primarily on strictly compartmentalized approaches, hard sales and rigid data-driven strategies lose traction. Consumers expect that companies earn a relationship with them before asking for a sale. As these relationships develop, the customer churn rate may increase on customers who don’t develop a connection with the brand.
However, customers who develop a stronger connection with a brand demonstrate behaviors of loyalty. This results in a lower churn rate, higher lifetime customer value, and increases brand awareness through acts of voluntary advocacy.
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