E-relationship marketing

Relationship marketing was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction, rather than a dominant focus on sales transactions. Relationship marketing differs from other forms of marketing in that it recognizes the long term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages. E-relationship marketing is an emerging concept in this competitive world. Social network strategies are an essential part of relationship marketing. Many firms have a business profile on popular social network sites like Facebook. Consumers are encouraged to join the firm's social network group/profile. Once consumers have joined the firm's social network group the firm has valuable information about the consumer (through the consumer's profile information) which can be used for relationship marketing. Some websites offer customers the opportunity to customise their products online and view how they would look if purchased. This not only provides a unique experience but encourages the customer to develop an attachment to the product they have customised. Shoe manufacturer Nike and car manufacturer Mini Cooper allow their customers to customise their products when visiting their website. This papers covers the benefits, usage, opportunities and challenges of e-relationship marketing and the way ahead.