Relationship Marketing: The Human Approach to Marketing



It’s been a wild few years for marketers. In 2018, after Cambridge Analytica practices were revealed, we saw consumers stand up for themselves, advocating for their privacy and more control in how their data was used. In 2019, Google made the stunning announcement that they were moving away from the third-party cookie — tracking tech that marketers were (and really, still are) wholly dependent on to understand their audiences. We watched as Mozilla Firefox joined in, and as Apple announced new privacy features in iPhones and Safari – and then went to war with Facebook over what came next. Meanwhile, marketers are caught in the middle, just trying to connect with consumers and customers any way we can. 

Recently, Google announced that they were pushing that cookie deprecation date back yet again to 2024, proving just how hard it’s been for all of us — marketers, brands, advertisers, tech giants — to disentangle ourselves from this tracking technology. The good news? Marketers, we have a reprieve. A chance to implement a future-proofed strategy that no longer relies on the shadowy workings of the cookie and faulty, inaccurate third-party data. This is your chance to rise above the mess that’s been created and focus on what’s most important – the ability to connect with consumers in the way that is most valuable (and profitable) to your brand.

The Relationship Marketing Guide 

We’ve created a guide, based on years of experience working with marketers and brands, that willl introduce you to Relationship Marketing, the concept that will transform not only your strategy, but how your brand interacts with customers and consumers at a foundational level. 

Within the Relationship Marketing journey, there are four distinct stages: 

  1. Acquisition. Acquire contacts and enrich the data you have on them continuously.
  2. Engagement. Establish an intelligent messaging strategy. 
  3. Personalization. Use your data to create truly personalized experiences.
  4. Retention. Build loyalty with customers through emotion and connection.

To learn more about the stages and use cases that define Relationship Marketing, the journey that you will go on with your customers, and how following that journey can deliver the loyalty, advocacy, and revenue that you’ve been leaving behind, download our new guide. You’ll also be able to read about the real-life successes of global brands like Courir, T-Mobile, Burger King, Corwin, ASDA and more who’ve had success with these strategies.

Relationship Marketing: The Human Approach to Marketing