Role of Technologies in Relationship Marketing

Sales and Marketing
Report
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Table of Contents
Introduction......................................................................................................................................3
Evaluate of the role of current technologies in improving relationship marketing also analyse
how the data obtained about customers contributes to the improvement of customer
expectations............................................................................................................................3
Current segmentation strategy of the organisation. Identify how these strategies can be
improved and what impact this will have on its targeting and positioning strategies............6
Identify a potential new target group for your chosen organisation and make suggestions as to
how you could best cater to their specific needs and requirements. .....................................7
Provide recommendations on changing the current product or service strategy..................10
Conclusion.....................................................................................................................................13
REFERENCES..............................................................................................................................14
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Introduction
Relationship marketing is defined as a well researched area of consumer domain that
involves development of relations between organisational and customers for the objective of
enhancing the trust, value, commitment and loyalty with an aim of improving overall
profitability of the organisations. Customer relations are playing a key role on the failure or
success of a business as strong relationship are strong business success while poor customer
relationship management can lead to driving the customers to switch o other competitors very
easily. Present report is based on analysing the role of present technologies that is social media
and internet in improvement of relationship marketing with selected organisation that is Zara.
There is analysis of the way collected data is contributing towards improving overall customer
expectations and excellence in service by use of such online means (Katsikeas, Leonidou and
Zeriti, 2019). Zara is a Spanish retail brand having specialisation in fast fashion and that are
dealing in products that includes accessories, beauty, perfumes, clothes, footwear options for
their target customer segment. There is evaluation of present segmentation strategy of business
and way such strategies can be improved to analyse its impact on positioning & targeting
strategies. Based on this there is development of ways through which a new customer base can
be approaches. According to which further recommendations are drawn according to such
changing products and services strategies. So that it can be incorporated into a larger marketing
strategy.
Evaluate of the role of current technologies in improving relationship marketing also analyse
how the data obtained about customers contributes to the improvement of customer
expectations
Relationship marketing is defined as the long term strategy that is focussed on building up of
close relationship with the existing customer base. It is one of the most cost effective strategies
that can be adopted by organisations for the purpose of building up a string customer base. Many
businesses are still focused on use of relationship marketing that can lead to placing of customer
first and then developing a suitable strategy (Kingsnorth, 2019). Maintaining and managing of
customer relations can play a very important role in the success or failure of a business strong
relationship can be very effective for the purpose of building up of brand loyalty to have a repeat
business. On other hand poor customer service can lead to dissatisfied customer base.
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Customer relationship marketing is very helpful in building up of customer experience
management strategy to improve the customer interaction. In Zara this strategy is adopted for
building up of high brand loyalty that is core of marketing efforts and activities. It is regarded as
one of best strategies in order to build up relationship with customers by focussing on customer
emotion and opinion related to the product & services offered by them (Shahijan, Rezaei and
Amin, 2018).
Social media marketing: it is regarded as an aspect where there is use of different social media
platform& websites for the purpose of promotion of different product and services of
organisations. E marketing& digital marketing are two different aspects that are related with use
of built in data, enabling organisations to track the progress, engagement of their advertisement
campaigns and success. Organisations are now using this as a medium for the purpose of
promoting their brand by addressing a range of stakeholders that includes present customer base,
future & prospective customers, present & potential employees, general public and bloggers
(Bondarenko, Efremenko and Larionov, 2019).
Zara has a past many success stores where they have been using customer relationship
marketing for the objective of presence of their brand by creation of a differentiation position as
compared to other competitors such as Marks and Spencer or H&M. they have adopted
standardisation as one of the core strategies by focussing on specific needs of their customers.
Role of relationship marketing in improving customer relations:
New technology & relationship marketing: Innovation & technology is evolving very fast there
is concept of developing a search engine optimization that is a key to organisation success with
the evolvement of internet. Video clips, social networks, blogs play a very crucial role in
relationship marketing. Such mediums are leading to organisations being more interactive and
assisting them in making real time relationship with their customers. In context of retail brands
like Zara early adoption of new technology such as digital marketing approach & capabilities can
be observed as a associated capabilities to succeed in the international business environment.
Intergraded customer approach: In the field of Information technology there is a dynamic
environment so there is need to have a key focus on utilisation of customer ideas and
experiences. The sophistication in the service and product can lead to generation of
differentiation basis in order to drive the value of present customer satisfaction. Customer
relation innovation is guide by interactive dialogue in the new age of internet technologies.
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