Impact of Relationship Marketing in Marketing Communications - Essay Example

Impact of relationship marketing in marketing communications Every organization needs a workable marketing plan that is executed proficiently to enhance the required results. This is because; marketing entails disseminating information to potential buyers that certain products are available, at what price, quantity, and any discount, the main intent behind marketing are awareness to the potential clients that wishes to lure clients into the bandwagon. It is worth noting that, aggressive marketing done according to stipulation fosters organizational excellence (Arnett, D, German, S, & Hunt, S, 2003) This in itself identifies that marketing is an essential endeavor that should not be overruled but harnessed in an organizational setting. The repurcations emanating from aggressive marketing is desirable as they depict spontaneous improvement in business. In the modernized world, dynamism has rocked every sector of the economy. Marketing has been reinvented by scholars who opine that the old models of marketing are no longer feasible as they consume more expenses than their returns. This has paved way to the inculcation of marketing channels to the modern models of business which are profoundly more compelling. The marketing channels developed in the day to day running of business indicate a paradigm shift in the course of business and to the mode of operations to extremely many ventures. Marketing channels are vital as they pave the way for inculcation of information technology into business. Information technology is a modernized platform that eases operations in an organization to extremely desirable endeavors. For instance, through information technology, marketing has adopted the E- commerce channel. This involves use of the internet to market for products looking for potential clients (Sheth & Parvatlyar 2005). The marketing channels come with reduces operating expenses in terms of distribution costs. However, as enterprises garner momentum towards the incorporation of marketing channels in business, it is increasingly difficult to gain competitive advantage emanating from the use of marketing. The intention of this discussion is to delineate the impact of relationship marketing in marketing communications. Relationship marketing Over years, old trends of operations have ceased and seen the rise of new advanced modes of doing things. This transition has traversed all sectors of the economy paving the way for admirable progress in the century. Marketing has not been left out, and transformation is evident. In the past, marketing practices have been aimed at enhancing the size of the sales transactions. However, scholarly input and other environmental transformation have facilitated the emergence of relationship marketing (Commuri, S, 2009).Relationship marketing emanates from response targeting marketing campaigns emphasizing on consumer satisfaction and retention. This implies that, relationship marketing recognizes the true value of a potential client in terms or relation hence expanding the communication model beyond the earlier relied upon promotional messages. It is notable that, technology is leaving nothing to chance and is being inculcated in all modern platforms. Once technology is incorporated into an endeavor, the issues change significantly causing an undisputable revolution (Sheth & Parvatiyar 2002). The development of relationship marketing seeks to provide a short term engagement between the buyer and the seller of a certain product where both parties will be magnificently satisfied. The intent is to transform marketing from a pre sales perspective to a post sale analysis and interactive exchange between the buyer and the seller. The aim is to personalize the purchase endeavor to adopt a richer, truthful and Wholistic perspective eventually creating meaningful, stronger and sincere ties between the client and the seller. Mainly, relationship marketing aims at nabbing a greater market when dealing with competitive products. Information technology has a rich input in relationship marketing as it has facilitated the development of software enabling tracking and evaluation of consumer preferences, tastes and even complaints. In addition, through technology, relationship marketing looks more of social networking where consumers have the ability to creating a consumer shop profile built on the shops website. Through the use of this information, the company is able to avoid any speculation relying on conclusive information that will eventually award the desired results. Marketers, on the other hand, are bestowed the responsibility of customizing the profile information to include intensely personal details like age, name, demographics, and history of the client. Relationship marketers have adopted the tradition use of electronic mail. This is a immensely personal route seeking to exploit the digital channel in a whole new perspective. Relationship marketing has over the years been enhances by reengineering. This seeks to deal with the fact that, organization needs complete processes other than functions. This implies that, in an organization, there should be a cross section of teams dealing with conclusive processes form the beginning to the end other than having a number of functions relayed to a number of departments. It is inherent that the approach towards successful inculcation of relationship marketing revolves around satisfaction and retention. Consumer satisfaction has over the years gained relevance compared to the earlier model revolving around the number of sales transactions. Relationship marketing seeks to implement a mutually beneficial exchange between the buyer and seller revolving around quality, price and consumer service. Tentative research has indicated that it is much preferable to retain clients other than luring new ones. This implies that, it is far much better, cheaper and logical to retain previous clients than invest in luring new ones. The vital principle behind consumer retention entails ensuring that clients are satisfied above the competing companies creating a mutually beneficial relationship. This is a modern counter balancing technique seeking to maximize profits between current clients and previous satisfied clients that will form a reliable clientele in the foreseeable future (Commuri 2009). Marketing is a form of communication. Communication is a fundamental aspect to the success of any endeavor revolving around humanity. In marketing, communication is the focal point which entails disseminating information and consumer services to the client enhancing retention and luring clients into the future. There are various modes of communication that had been relied upon before the transition evident in marketing took place. Promotion, advertising, packaging, direct marketing, graphic design, branding, public relations and brand language are among the precise predominant marketing communication channels adopted by aggressive marketers. In essence, marketing communication seeks to enhance demand by disseminating information related to the product or service on sale. On the other hand, corporate communication seeks to enhance managerial issues revolving around bureaucracies. Relationship marketing has transformed the marketing communication models relied upon in yester years. This is fundamental because; the modernized relationship marketing differ in the principality with the previous relied upon models of marketing. This is because; with a change of intention, every aspect of an endeavor is deemed to change. Historically, marketing has been focused on sales transaction sizes as opposed to forming a reliable relationship between the client and the product or service provider. The change in the underlying principle of marketing resonates to an automatic paradigm shift in the antics used to articulate the change. The impact emanating from relationship marketing on the mode of communication is prevalent For instance; change in the intention being communication means that the message will drastically change. Previously, communication in marketing sought to inform clients of the available products, quantity, prices and availability. However, currently, marketing focuses on background information of the client on an individual perspective implying that a change in the mode of acquiring the information is inevitable. Relationship marketing adopts a personalized approach and thus the promotional modes of marketing will slowly lose relevance. Each and every organization is aiming at reinforcing any opportunity that would foster adequate competitive advantage. Relationship marketing is a chance to engage in a personal and meaningful exchange seeking the benefit of every party. For the seller, the main advantage emanating from relationship marketing is personal information, tastes and preferences, and unwanted element in the service or product availed to the customer. It is evident that, through this piece of information, changes can be effected easily and better focused on a particular problem. On the other hand, the client gains the product or service provider’s trust in relation to the durability, quality, and quantity of the product. This relationship in most occurrences will pave the way for a second, third, fourth and other visits since customer satisfaction is evident. It is not prudent to seek to gain consumer information from branding, packaging or promotions. This is because; relationship marketing is a privatized course that will only be relayed on a confidential platform. This is the reason as to why companies have modified their websites creating a portal that facilitates interactive communication. Consumers are granted the chance and ability to interact not only with the service providers but with other clients who consume the product. The concern production company deduces indispensable feedback that in turn facilitates decision making that will be eyed on implementing the voiced concern (Rust, R, & Chung, T, 2006).This approach in marketing depicts a closer, personal touch to the implications of the consumer emanating from using the product. There is a genuine concern through a portal that facilitates exchange between the client and the seller. The consumer feels safe because; the service provider or product manufacturer is within reach and changes in accordance with the voiced concerns (Palmatier, Jarvis, Bechkoff & Kardes 2009). It is noteworthy that, the models of communication will change as a result of change in the information relayed between two parties. In the marketing scenario, it is no different. Since there is a change in the information being transferred from the source to the client, the model of communication will change. In the yester years, marketing communication was based on an informative perspective. This is because; marketing in essence sought to deliver information to the potential clients and enlighten them about a product or service. However, the new developed model seeks to exchange ideas and develop better products that meet the needs of the consumer. This development emanated from the basic fact that, consumers dictate the production endeavor and not the other way around. It is eminent that, once the producer focuses on the needs of the consumers, changes will be inevitable facilitating the flourishing of business enterprises. Relationship marketing as a practice garners massive support from competing organizations. This is because; once a consumer has that personal touch with the service provider, there is an amicable bond that facilitates future interactions hence retention is achieved. The notable fact is that, relationship marketing aims at satisfying clients hence retaining the clients into the foreseeable future. This implies that the marketing costs reduce drastically as the lucrative practices consume exorbitant amounts of money. In regards to Sheth, J, & Parvatiyar, A,( 2002).The advantages reaped by organizations, as well as clients from the adoption of relationship marketing, are numerous. For instance; regular clients are inexpensive as they are repeatedly familiar with the organization’s processes, the maintenance costs will automatically decline and loyalty will be inherent. Relationship marketing seeks to attain high levels of consumer loyalty and retention through consumer satisfaction that will enhance flourishing of business ventures to higher heights. However, the relationship marketing and traditional models of marketing are not mutually exclusive. This implies that, the two models of marketing lack adequate distinction between them as one idea is built on another. Most firms in the modern business fraternity do not rely on a single marketing model to totality. Bending the two platforms warrant better results as opposed to using only a single marketing approach. The input relationship marketing has had on marketing communication is immense and has fostered adoption of new techniques. The information technology sector is pivotal to this revolution of spontaneous communication and feedback between parties. The marketing sector is no different as the parties in business interact with speed, precise, and in depth. This facilitates the inculcation of change, customer satisfaction and retention into the long haul. As tremendously vital as this may sound, the traditional model of marketing plays a pivotal role of business continuity. The traditional antics are focused on sales level through informing and luring potential clients. It is only prudent for organizations to combine the traditional marketing practices and the relationship oriented marketing antics to spearhead market growth and retention through consumer satisfaction (Rust & Chung 2006). Conclusion In conclusion, it is apparent that marketing is a single handedly vital element in any organization. Since its inception in the business fraternity, marketing has facilitated business growth and dynasty development. However, every endeavor under humanity is deemed to change. Marketing is no exception. The change that paved way to formulation of relationship oriented marketing is among the vital changes that have rocked the business fraternity. This change has resonated to a paradigm shift in the communication model relied upon by marketers from an inquisitive model to a mutually beneficial exchange model. The benefits that befall organizations who combine the traditional antics of marketing coupled with the modern relationship based model evident. Reference list Arnett, D, German, S, & Hunt, S, 2003, The Identity Salience Model Of Relationship Marketing Success: The Case Of Nonprofit Marketing. Journal of Marketing, 67(2), 89-105. Commuri, S, 2009, The Impact Of Counterfeiting On Genuine-Item Consumers' Brand Relationships. Journal of Marketing, 73(3), 86-98. Palmatier, R, Jarvis, C, Bechkoff, J, & Kardes, F, 2009, The Role Of Customer Gratitude In Relationship Marketing. Journal of Marketing, 73(5), 1-18. Rust, R, & Chung, T, 2006, Marketing Models Of Service And Relationships. Marketing Science, 25(6), 560-580. Sheth, J, & Parvatlyar, A, 2005, Relationship Marketing In Consumer Markets: Antecedents And Consequences. Journal of the Academy of Marketing Science, 23(4), 255-271. Sheth, J, & Parvatiyar, A, 2002, Evolving Relationship Marketing Into A Discipline. Journal of Relationship Marketing, 1(1), 3-16. Read More