Relationship marketing refers to the strategy of fostering relationships with customers to ensure their long-term satisfaction and build brand loyalty. Relationship marketing cannot be effectively measured in the short term, let alone for a sale (Forsey, 2022). The ideal time to initiate relationship marketing is when the customer makes a purchase and companies are looking to convert them into repeat customers
of the business so that they will purchase other related products in a more natural way. The promotional
mix of a brand may or may not be focused on relationship marketing, having as objectives in advertisements to include content that highlights the moral and ethical values of a company and create a
sense of cohesion to the brand, public relations aimed at creating an impact on the community provide social recognition of operating differently, giving something back to the community, sales promotions aimed at including all sectors even those who initially could not acquire the product. All of the above helps to create greater customer satisfaction and brand recall when making future decisions.
The difference between B2B and B2C is mainly who makes the purchasing decisions; generally, B2B involves several people in the decision-making process, and B2C is an individual decision. Therefore, the approach of the companies is different in what to offer, and the after-sales services are different, generally B2B requires a more complete solution than just the product, an integrated service of technical
support, backup, warranties, etc. The relationship is built differently with each one.
Reference:
Forsey,
C. (2022, June 1).
The ultimate guide to relationship marketing
. HubSpot Blog | Marketing, Sales, Agency, and Customer Success Content.
https://blog.hubspot.com/marketing/relationship-marketing
