Relationship Marketing

Relationship marketing includes strategies and tactics for segmenting consumers to build loyalty. Relationship marketing leverages database marketing, big data, behavioral advertising, and analytics to target consumers precisely and create loyalty programs.

Loyalty programs, built on rewards for repeat purchase, have been around since the days of trading stamps in the late 1880s. Today’s loyalty programs are far more sophisticated and targeted.

There are both legal issues (privacy) and marketing opportunities in this space (relevance, effective/efficient spending, and loyalty). Although relationship marketing tends to be focused on transactions, particularly in the airline and hotel space, there is a real opportunity to create more emotionally-based programs to develop consumers as advocates.

To understand how we define each of the 6 disciplines of brand activation, click here.

For insights and best practices in all 6 disciplines, read our Brand Activation Insight Brief.