Relationship Marketing

Celebrating Interdependence Day

Celebrating Interdependence Day

An argument for embracing direct relationship marketing.

Q&A: Building a Frictionless Customer Experience

Q&A: Building a Frictionless Customer Experience

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Aashish Rangwalla, senior manager, acquisition marketing at Sony Rewards & Card Marketing, explains the importance of a great customer experience.

The Friends and Family (Marketing) Plan

The Friends and Family (Marketing) Plan

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Savvy marketers like Sony recognize that consumers will, many times, purchase what a mother, brother, spouse, or even Facebook friend has bought.

Why I Love Marketing

Why I Love Marketing

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Why do I love marketing? There are three reasons: people, creativity, and technology.

When Segments Overlap

When Segments Overlap

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Marketers would have an easier job if segmenting customers were as simple as color-coding Skittles. But customers are human beings, which means segmentation is one complex science.

Fast Facts: November 2013

Fast Facts: November 2013

Some quick info hits to keep you up-to-date, including the percentage of companies that don't conduct any relationship marketing.

Infographic: Are You in a Committed Relationship with Your Customers?

Infographic: Are You in a Committed Relationship with Your Customers?

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Marketers need to show their customers some love.

Customer Focus Bridges Short and Long-Term Success

Customer Focus Bridges Short and Long-Term Success

The delicate balance between short- and long-term ROI is a constant battle, often fought across marketing disciplines.

Loyalty reprogrammed

Loyalty reprogrammed

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Customer loyalty has become ever more tenuous. Marketers need to rethink their approach to building and sustaining loyalty—and data is how they'll amp up their results.

A short message solution to reviving apps

A short message solution to reviving apps

For app marketers looking to improve performance, text messaging can be the key to supercharging any app marketing strategy.

Microsoft, Delta, eBags, and Oakley share marketing tips

Microsoft, Delta, eBags, and Oakley share marketing tips

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Creating opportunities for customer interactions was a common theme among top marketers at ExactTarget's Connections conference.

The future of marketing will rely on relationships driven by data

The future of marketing will rely on relationships driven by data

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When customer data informs marketing and customer engagement strategies, business growth is the result.

Banking titans compete for consumer loyalty and trust in an era of increased bank fees

Banking titans compete for consumer loyalty and trust in an era of increased bank fees

Two of the largest U.S. retail banks, Chase and Citibank, have attempted to retain customers and acquire new ones by rebuilding trust and boosting brand loyalty through cohesive marketing across their respective websites, in-store creative, direct mail, email, loyalty marketing, and social media channels.

Plug-ins: search marketing

Plug-ins: search marketing

Search is about more than just keywords. This month, our expert columnists discuss strategies for staying relevant and searchable.

B-to-g marketers leverage social media to build relationships with federal employees

B-to-g marketers leverage social media to build relationships with federal employees

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B-to-g marketers use social media just like many other marketers do. It's all a matter of targeting and fostering relationships — not solely sales.

Personalization, personalization everywhere and not a drop to drink

Personalization, personalization everywhere and not a drop to drink

Should personalization be used everywhere? Consider my recent experiences and you decide.

Social media channels draw potential customers

Social media channels draw potential customers

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One of the core issues with social media marketing to the government is that few marketers know how to quantify its value.

Plug-ins: b-to-b marketing

Plug-ins: b-to-b marketing

Managing your data so that it works for you takes work — especially in the data-driven b-to-b marketing world.

Marketers tackle data collection challenges

Marketers tackle data collection challenges

Brands take active steps to protect sensitive customer data, prevent data breaches, gain consumer trust and streamline their collection processes and email messaging.

Targeting Video Series: Mark Miller, SVP, CRM practice lead, Digitas

Targeting Video Series: Mark Miller, SVP, CRM practice lead, Digitas

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Mark Miller, SVP, CRM practice lead at Digitas provides CRM best practice tips and explains how to do targeting right

Nick Swinmurn, founder of Zappos.com and Rnkd

Nick Swinmurn, founder of Zappos.com and Rnkd

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Nick Swinmurn, founder of Zappos.com, discusses his newest venture, Rnkd, and the power of social media commerce.

Auto dealer drives ROI with Facebook, out-of-home ads

Auto dealer drives ROI with Facebook, out-of-home ads

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For five years, dealership Ball Automotive Group shirked in-mall advertising as a means to lure consumers for a test drive.

Plug-ins: CRM

Plug-ins: CRM

With the advent of social CRM, companies can now track and monitor customer behavior to inform segmentation and customization of marketing messages.

Don't neglect the R in CRM

Don't neglect the R in CRM

The advent of group discount sites, search engines, auction sites and product review sites have eroded brand loyalty and made it more difficult for marketers to maintain strong customer relationships.

Sheer volume of data requires a move beyond relational databases

Relational data has limitations in multichannel marketing, but technology is progressing to fill the gap.

IShares kicks off integrated awareness campaign

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IShares, a provider of exchange-traded funds, launched a campaign on April 19 to raise awareness of its brand among investors. Created with McCann Erickson and MRM Worldwide in San Francisco, the push incorporates digital, mobile and television components. It is the company's first marketing effort since BlackRock acquired the firm last December.

G2 taps Spoleti, Miller for relationship marketing group

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G2 Direct & Digital, the relationship marketing arm of global agency G2, has named Julie Spoleti, managing director for healthcare. The hire is due to expanded business from existing clients, according to the agency.

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