focuses on the product, on optimizing its quality and constantly increasing the number of transactions. It is a short-term vision, in which customer acquisition is paramount. In this case, the passive role of the customer and the active role of the seller are completely defined and two-way communication is not established. The “seller” barely receives information from their audiences and communication is usually massive. In short, we could summarize it as product-oriented marketing, where the economic transaction and the acquisition of new customers are paramount to increase sales.
Relationship Marketing
Relational marketing , on the other hand, focuses on the customer and on establishing a stable and satisfactory relationship with them. In this case, instead of attracting customers, the goal is to build cfo email list loyalty and increase the economic value of each customer already attracted. This strategy seeks to improve results in the long term: thanks to the amount of information obtained from customers, a user life cycle can be established that helps define marketing actions based on the phase in which the user is. This results in more personalized actions, and although the audiences are less massive, the response and conversion rate is usually higher as an effort has been made to define the public and to maintain the relationship with them. The role of the user in the relationship also becomes important, as they take on a more active role, establishing two-way communication between the company and the customer.
TRANSACTIONAL MARKETING RELATIONAL MARKETING
Catchment Loyalty
Focus on the product Focus on customer relationship
Short Term Long term
Economic transaction Customer relationship
One-way mass communication Personalized two-way communication
Passive customer Active client
Given the current saturated market situation , it is often more effective to capitalise on the relationship with current customers than to invest in customer acquisition, and that is why relational marketing takes on special importance. Within relational marketing, email marketing is one of the key tools that helps to consolidate the relationship with customers and enhance their economic value. However, transactional marketing is far from dead; we must always analyse the situation and objectives to select the most appropriate path, and even generate synergies between both strategies.
