Role of Relationship Marketing in Online and Traditional Marketing Approaches - Dissertation Example

This research will begin with the statement that with the introduction of new technological platforms in which to attract customers, the use of online marketing strategies has increased exponentially in recent years. However, there is no clear evidence of how this transition from traditional marketing to online marketing is affecting the telecommunication industry of the United Kingdom. Moreover, the role of relationship marketing in both online and traditional marketing is yet to be explored.

Popularity of online marketing has increased in the recent years. With the increase in the numbers of internet users, marketers are more inclined to approach consumers using online sources. Online marketing is providing businesses with an opportunity to attain more with given level of inputs. There is a clear shift from traditional marketing to online marketing however it is yet to be explored how this transition is affecting the telecommunication industry of the United Kingdom. In a comparative sense, there are questions of how different online marketing strategies vary from traditional marketing and in what ways they relate to each other.

Clearly, there is a link between the two forms of marketing but less evidence exists on the role of relationship marketing in both traditional and online marketing approaches. This study will explore how these two approaches of marketing are similar or different and what is role of relationship marketing in enhancing the effectiveness of these modes.. using the focus group interview methodology has identified major trends and themes in online and traditional marketing techniques used by Virgin Mobile, UK.

These results present implications for the players in the telecommunication industry. 1. INTRODUCTION Popularity of online marketing has increased in the recent years. With the increase in the numbers of internet users, marketers are more inclined to approach consumers using online sources. Online marketing is providing businesses with an opportunity to attain more with given level of inputs (Haegele, 2001). There is a clear shift from traditional marketing to online marketing however it is yet to be explored how this transition is affecting the telecommunication industry of the United Kingdom.

In a comparative sense, there are questions of how different online marketing strategies vary from traditional marketing and in what ways they relate to each other (Mirzaei, 2012). Clearly, there is a link between the two forms of marketing but less evidence exists on the role of relationship marketing in both traditional and online marketing approaches. This study will explore how these two approaches of marketing are similar or different and what is role of relationship marketing in enhancing the effectiveness of these modes. 1.1 Research Aims and Objectives The aim of the research is to “examine the differences and similarities between online marketing and traditional marketing while exploring the role of relationship marketing in both these forms; UK's telecommunication industry (specifically Virgin Mobile) is selected as a case for the assessment”.

Following are the objectives of this study: 1 To compare traditional marketing and internet/social-media marketing approaches used by Virgin Mobile, UK from a