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1 Discuss the role integrated marketing communications plays in relationship marketing How might the mass customization of advertising and other forms of marketing communication be possible?
Wiki User
∙ 14y ago
Lets preface the answer by defining two somewhat misunderstood terms:
Integrated Marketing - where multiple marketing disciplines are employed towards a unified holistic result. ie: Advertising, Promotion, Public Relations, SEO, Website content and Strategic Content (videos on YouTube etc) is tightly coordinated.
RelationshipMarketing - (this is well defined in Wikipedia) Emphasizes customer retention and satisfaction, rather than a dominant focus on sales transactions. Refers to a long-term and mutually beneficial arrangement where both the buyer and seller have an interest in providing a more satisfying exchange.
Integrated Marketing influences Relationship Marketing significantly where the message can become relevant to the customer and improves the state of the relationship. If the objective is to move customers up towards a closer relationship - the process must start by understanding where the relationship stands in order to present relevant communications. This methodology depends on the idea that the most important information is not demographic or transactional data, but that which defines the state of the relationship.
1. Prospect that does not know the brand
2. New Customer
3. Renewing Customer
4. Preferred Customer
5. Evangelist
6. Unwavering longterm customer
7. Unhappy customer
A key to making this sort of relationship marketing work is developing ways to direct traffic towards zones in your website and within an organization, based on the state of the relationship, and altering communications to be relevant - an evangelist does not need the same product sales data as a new customer.
So I hope this explains how the two marketing disiplines are in fact co-dependant.
Wiki User
∙ 14y ago
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