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Traditional vs. Relational marketing

Do you know how to differentiate traditional Marketing vs relationship marketing?

Surely you know, or at least have ever heard, the terms “Relationship Marketing” and “Traditional Marketing”. Well, could you say what kind of marketing strategy your company follows?

In the event that your main objective is to sell , and of course, to win, win and win, Skymarketing must tell you that you follow a traditional marketing strategy . Even if you think this approach is positive, you are wrong. You should know that following a traditional marketing strategy was worth it before, but not now. While if your goal is to establish long-term relationships with your clients, offer an experience and generate value for both parties, among many other things, congratulations! You are on the right track.

“Creating and maintaining lasting and stable relationships over time is the main objective of relationship marketing.”  

After this brief description of the objectives of each strategy, we are going to delve deeper into the matter and discover how to differentiate traditional Marketing vs Relationship Marketing.

Thus, you will be able to deepen (in the case that you are still anchored in traditional marketing), about the wonders that relationship marketing can bring to your company.

1. Knowing how to differentiate Traditional Marketing vs. Relational marketing

We will now analyze what kind of qualities each type of marketing has according to its orientation, relationship, contact with the client, communication, advertising, after-sales segment, desired results and level of satisfaction.

1.1 Characteristics of Traditional Marketing

  •  Orientation: to the economic benefit, that is, an increase in sales.
  •  Relationship: in the short term, their fidelity does not matter.
  •  Contact with the client: sporadic contact, scarce. Low emphasis on customer service.
  •  Communication: unidirectional (company to client).
  •  Advertising: direct and massive (traditional media), since its target audience is broad, homogeneous and mass.
  •  After-sales segment: little or none, since its sale is quick and immediate.
  •  Desired results: sales closed, order volume.
  •  Satisfaction level: satisfied customers with a purchase, since their center of activity is the product / service.

 

 

1.2 Relational Marketing Features

  •  Orientation: to the customer relationship, creating an exchange of value, not only economic.
  •  Relationship: medium / long term. WIN-WIN, generating value for both parties.
  •  Customer contact: continuous, direct contact. High emphasis on customer service
  •  Communication: bidirectional and collaborative (company-client).
  •  Advertising: personalized, that is, it is not focused or directed to the mass, but to small groups of people (targets).
  •  After-sales segment: continued, as it offers experiences beyond a product or service. They seek customer satisfaction and loyalty.
  •  Desired results: confidence, continuous learning. Mutual benefits and constant evolution.
  •  Satisfaction level: clients satisfied with the relationship.

“We are in the middle of a revolution. A revolution in which the traditional principles and models of marketing will become obsolete. A revolution that will change the face of marketing forever. A revolution that will replace traditional attributes and benefits marketing with relationship marketing”

 

2. Traditional Marketing Strategies vs. Relational marketing 

Now that you know both approaches better, as a summary we are going to highlight the main strategies of Traditional Marketing vs. Relational marketing.

  •  Attract vs. Loyalty

While the main objective of traditional marketing is to attract and attract the maximum number of customers, relationship marketing aims to more than attract, retain them. And how is this achieved? It is not as complicated as you think. The continuous exchange of information will generate greater knowledge and this will create VALUE.

 

Ah! You must not forget that following a relationship marketing strategy will not only favor the permanence of your current clients, it will also help to get new ones, thanks to the role of “ambassadors” that your satisfied clients will exercise among their circles.

 

 

  •  Persuasion vs. Information

In the early days of marketing, the form of communication between company and client was very focused on persuading and attracting the maximum public, making use of the benefits or benefits of the products. Fortunately, this is no longer the case today.

Now, companies (mostly), focus on generating valuable information, as a way to retain and keep their customers satisfied.

 

We have the best way to attract … and fall in love

 

  •  Homogenization vs. Differentiation

As a result of the saturation of new products that invade our days, the values ​​of “quality” and “innovation” no longer have the power that they previously had.

As a consequence, companies and brands must look for other elements to be able to differentiate themselves from their competition. Do you know what they could be? The quality of the service and the treatment with the client. Some intangibles that could crown your company as a benchmark.

 

  •  Products vs. Experiences

Nowadays, thanks to the continuous evolution of marketing, it is no longer necessary to speak of “products”, but of “experiences”.

Now, thanks to relationship marketing, the product has become the best way to develop customer experiences. The interactions and continuous exchanges of information between both parties help to generate an experience that will remain in the memory of our clients.

 

 

 

 

  •  Short term vs. Medium-long term

As we have been advancing throughout the post, the objective of traditional marketing was to sell quickly, without taking into account either the type of customer or their loyalty (new, current, previous …). To achieve the highest number of closed transactions or sales, use was made mainly of commercial promotions.

Against this, relationship marketing focuses on relationships of value and trust, which will favor profitability, as the relationship between the parties progresses.

 

  •  Mass marketing vs. Personalization

Every day we are exposed to more than a thousand impacts of products, and only a small proportion of them manage to be retained in our memory. Mass marketing today has very little to do with those companies that opt ​​for personalization strategies, that is, that specifically address the needs of small groups of people.

The location of interest groups, who share patterns of consumption and behavior, is great to be able to design strategies or actions focused on them, generating value.

 

  •  Figures vs. Knowledge

Ignorance and lack of data is something that characterized traditional companies.

At present, thanks to the development of relational strategies, these have favored the obtaining of valuable information: personal data, interests, purchasing habits, preferences…

The exploitation (in the good sense of the word) of this information can put us in a very advantageous position compared to our competitors. Thanks to this, we will be able to improve our way of contacting customers, our value proposition, will favor decision-making, among many other things. And yes, once again we have seen how information is power.

 

Do you want to know some B2B companies that have succeeded thanks to Relationship Marketing in Connext? Get to know their success stories!

 

  1. Fermax. Amultinational specialized in video intercoms and home communications had a website designed to reach end consumers, but they had little traffic and conversion from their main customers: installers and distributors.

For this reason, they decided to create a professional website with a technical blog to share more specialized information about their systems and create a recruitment channel that would allow them to be in direct contact with their buyer personas. Do you want to know what your result was? Find out in your success story!