Technology applied to customer relationship building allows us to more effectively reach out to different audiences. These approaches enable us to have a greater relationship with each of our customers on many levels, which is especially effective in creating long-lasting relationships with them.
Relationship marketing and data collection
Having a closer relationship with customers is one of the objectives of relational marketing, which seeks to put customers at the a deep dive into the demographics of the u.s. chinese population center of the company. That is why relational marketing values elements such as brand loyalty, purchasing behavior and user experience.
To carry out these relational marketing strategies across all channels, what is needed from customers is data. There is a dialogue between brands and consumers, where companies listen to collect data, but the value of this data also helps them maintain more effective relationships with customers, obtaining greater loyalty, retention, sales and profitability.
What are the relationship marketing trends for 2022?
Marketing is no longer one-way, but rather a form of active and proactive relationship marketing. Companies now listen to their customers, interact with them or carry out social listening practices. In this way, they collect data efficiently and quickly, joining the trend of immediacy that characterizes today's consumers.
These are the trends that will set the guidelines for relational marketing strategies in 2022 and with which we will be able to satisfy consumers.
Preparing and revamping marketing in a cookieless environment
Cookies may be first-party or third-party. First-party cookies, also known as first-party data, are intended to improve the user experience by recording data and information about communications or content preferences. Third-party cookies, on the other hand, are intended to collect information and data from users of as many websites as possible in order to offer personalized advertising.
As such, a direct-to-consumer (D2C) strategy is necessary to eliminate third-party cookies by 2023, and understanding consumers will be essential for market innovation and customer loyalty. First-party data becomes important, but to get the data we need traffic and this is done by engaging consumers and generating participation.
New era “back to basics”
Hybrid and omnichannel communication will be the protagonist in 2022. Combining physical channels (remember that it is the least annoying advertising medium) and digital channels in the communication of promotions and offers, with the aim of attracting traffic to points of sale, places of consumption or the online store.
From an advertising perspective, more possibilities open up when launching mixed marketing campaigns or media campaigns that combine offline formats such as brochures and catalogues with online formats. Together with the so-called drive-to-web effect of brochures, it allows the communication of special offers, launches, e-commerce traffic attraction campaigns, geolocation of points of sale, etc.
Here, playing with formats and optimising the QR code, undoubtedly the main protagonist of 2021, can make a difference and go “beyond” our traditional communication. It is about evolving our physical and digital catalogues towards a more interactive and hybrid model.
