{"id":5722,"date":"2020-07-28T10:10:08","date_gmt":"2020-07-28T10:10:08","guid":{"rendered":"https:\/\/www.geotelecom.es\/blog\/estrategias-marketing-relacional\/"},"modified":"2020-07-28T10:10:08","modified_gmt":"2020-07-28T10:10:08","slug":"relationship-marketing-strategies","status":"publish","type":"post","link":"https:\/\/www.geotelecom.es\/en\/blog\/estrategias-marketing-relacional\/","title":{"rendered":"Relationship Marketing Strategies. Win-win. Everybody wins."},"content":{"rendered":"<p class=\"wp-block-paragraph\">When talking about Relationship Marketing, it is necessary to emphasize that people no longer buy products, but they buy values and stories around a brand. But what exactly is Relationship Marketing? The concept refers to the set of strategies whose objective is to establish lasting and valuable relationships with customers, ensuring that they are satisfied and end up being loyal to the brand to the point of becoming promoters of it. That is to say, it is a business strategy whose<strong> The main focus is on the customer's opinions and expectations.<\/strong><\/p>\r\n<p>Relationship marketing encompasses several phases, ranging from brand building and dissemination, prospecting, loyalty building to the creation of authority in the market. In this post we will focus on customer loyalty and certain aspects that will add value to your brand.<\/p>\r\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents of the entry<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #a09353;color:#a09353\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #a09353;color:#a09353\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/estrategias-marketing-relacional\/#Estrategias_online\" >Online strategies\u00a0<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/estrategias-marketing-relacional\/#E-mail_marketing\" >E-mail marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/estrategias-marketing-relacional\/#Encuesta_de_satisfaccion\" >Satisfaction survey:<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/estrategias-marketing-relacional\/#PRESENCIAL\" >PRESENT<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/estrategias-marketing-relacional\/#ONLINE\" >ONLINE<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/estrategias-marketing-relacional\/#TELEFONICAS\" >TELEPHONE<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/estrategias-marketing-relacional\/#DISPOSITIVOS_DIGITALES\" >DIGITAL DEVICES<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/estrategias-marketing-relacional\/#Programas_de_fidelizacion\" >Loyalty programs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/estrategias-marketing-relacional\/#Personalizacion_de_productos\" >Product customization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/estrategias-marketing-relacional\/#Redes_sociales\" >Social networks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/estrategias-marketing-relacional\/#Cross-selling_y_up-selling\" >Cross-selling and up-selling<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/estrategias-marketing-relacional\/#Estrategias_offline\" >Offline strategies<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Estrategias_online\"><\/span><strong>Online strategies\u00a0<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"E-mail_marketing\"><\/span>E-mail marketing<span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">It is one of the most powerful tools of relationship marketing that aims to establish a close relationship with the customer. Some of the actions that can be performed are:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Welcome email upon registration: we build loyalty from the very first moment.<\/li>\r\n<li>Offer relevant content to the customer.<\/li>\r\n<li>Send brand consolidation campaigns.<\/li>\r\n<li>Inform about new products, encouraging cross-selling and up-selling.<\/li>\r\n<li>Congratulate the customer on important dates. Do you know that a special date is coming up for him? Go ahead!<\/li>\r\n<li>Offer special promotions, discounts, bonuses or gifts.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Encuesta_de_satisfaccion\"><\/span>Satisfaction survey:<span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">It is a data collection technique that helps us to know the opinion, impressions, purchase experience and expectations of our customers. To carry them out correctly it is necessary to take into account 3 premises: -Intentionality: What do we want to achieve with the survey? -Brevity: Are all the questions really necessary? -Partiality: Are any questions confusing, are we communicating clearly with our customers? <strong>FORMATS<\/strong><\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-table\">\r\n<table>\r\n<tbody>\r\n<tr>\r\n<td>\r\n<h4><span class=\"ez-toc-section\" id=\"PRESENCIAL\"><\/span><strong>PRESENT<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\r\n<\/td>\r\n<td>\r\n<h4><span class=\"ez-toc-section\" id=\"ONLINE\"><\/span><strong>ONLINE<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\r\n<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>-Higher response rate -Possibility of bias depending on the location and questions selected -High cost of human deployment<\/td>\r\n<td>-Lower response rate -Lower cost -Alternatives: e-mailing, social networks, website form, cell phone<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>\r\n<h4><span class=\"ez-toc-section\" id=\"TELEFONICAS\"><\/span><strong>TELEPHONE<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\r\n<\/td>\r\n<td>\r\n<h4><span class=\"ez-toc-section\" id=\"DISPOSITIVOS_DIGITALES\"><\/span><strong>DIGITAL DEVICES<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\r\n<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>High cost -Low response due to saturation of campaigns -High cost -Low response due to saturation of campaigns<\/td>\r\n<td>-Located in specific points such as physical stores where you answer the survey at the end of the purchase.<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<\/figure>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Programas_de_fidelizacion\"><\/span>Loyalty programs<span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">It is a <strong>marketing strategy<\/strong> established by a company in order to reward and reward the purchasing behavior of customers. Some examples where these actions are seen are: -Greeting cards. -Personalized communications. -Discounts. -Gifts. -Points per purchase. -CRM (Customer relationship management). Cross-selling. -Call center. -Customer club.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Personalizacion_de_productos\"><\/span>Product customization<span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Personalization is the set of strategies and actions that enable us to<strong> offer a differentiated range of products and services for each customer<\/strong>. Therefore, it is essential to focus on the who and not on the what, giving the protagonism of the campaigns to the consumers instead of the products. A clear example is the case of TostaRica cookies where each user has the possibility to customize their own cookies.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Redes_sociales\"><\/span>Social networks<span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Social networks are a tool <strong>key to bringing customers and companies closer together<\/strong>. Through them we can <strong>to know opinions, solve questions, resolve complaints and involve users in our brand.<\/strong>. Nowadays, being present in the main networks is a basic strategy of relationship marketing, since it is a great opportunity to create quality content, communicate messages and conquer new audiences. The production and communication of this content must be personalized in order to make the customer feel unique and to avoid the message being massive and inconsequential, something that would arouse very little interest. If we implement this strategy correctly, we will get followers to become customers and even become brand ambassadors by sharing publications or interacting with ours.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cross-selling_y_up-selling\"><\/span>Cross-selling and up-selling<span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Up-selling or <strong>additional sale<\/strong> is a sales technique in which the customer is offered, just before the end of the purchase process, that <strong>purchase a higher-end product or service that brings value to you<\/strong> and exceeds the buyer's expectations. The ultimate goal of this technique is to try to sell that product or service that leaves us with the highest profit margin. An example could be to offer the pack format. In other words, why buy just one movie if you can get the whole saga, which is made up of three movies? The pack format is very effective in getting the user to buy two or more products. On the other hand, cross-selling or cross-selling is a sales technique in which <strong>a complementary product is offered to the customer<\/strong> to the one you are going to take and that does not necessarily have to be of a higher quality. For example, if a TV or computer is purchased, the customer may be offered to buy a wireless headset. It is recommended that the complementary product should be significantly less than the product the customer is buying.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Estrategias_offline\"><\/span><strong>Offline strategies<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Some recommendations that we make in this section are:<\/p>\r\n\r\n\r\n\r\n<ol class=\"wp-block-list\">\r\n<li>Care and personalization of packaging.<\/li>\r\n<li>Surprise with a personalized detail.<\/li>\r\n<li>Include a thank you card for the purchase.<\/li>\r\n<li>Send a magazine and\/or catalog to the customer.<\/li>\r\n<li>Letters by correspondence addressed to the customer.<\/li>\r\n<li>Phone calls and SMS messages to inform about promotions and discounts.<\/li>\r\n<\/ol>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">At <a href=\"https:\/\/www.geotelecom.es\/en\/business-intelligence\/\">Business Intelligence<\/a> we help our clients to take their business to a higher level, thinking about their users and implementing different knowledge and online tools. As information related to all the above mentioned, we can add a post that our colleague Enrique made, in which he tries to explain the <a href=\"https:\/\/www.geotelecom.es\/en\/inbound-marketing\/\">Inbound Marketing<\/a>, a concept that is very close to relationship marketing.\u00a0<\/p>\r\n\r\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>When talking about Relationship Marketing, it is necessary to emphasize that people no longer buy products, but they buy values and stories around a brand. But what exactly is Relationship Marketing? The concept refers to the set of strategies whose objective is to establish lasting and valuable relationships with customers, ensuring that they are satisfied and end up being loyal to the brand to the point of becoming promoters of it. In other words, it is a business strategy whose main focus is on the customer's opinions and expectations. Relationship marketing encompasses several phases, ranging from brand building and dissemination, prospecting, loyalty building to the creation of authority in the market. In this post we will focus on customer loyalty and certain aspects that will add value to your brand. Online strategies E-mail marketing This is one of the most powerful relationship marketing tools that aims to establish a close relationship with the customer. Some of the actions that can be carried out are: Welcome mail when registering: we build customer loyalty from the very first moment. Offer relevant content to the customer. Send brand consolidation campaigns. Inform about new products, encouraging cross-selling and up-selling. Congratulate the customer on important dates. Do you know that a special date is coming up for him? Go ahead! Offer special promos, discounts, bonuses or gifts. Satisfaction survey: It is a data collection technique that helps us to know the opinion, impressions, purchase experience and expectations of our customers. To carry them out correctly it is necessary to take into account 3 premises: -Intentionality: What do we want to achieve with the survey? -Brevity: Are all the questions really necessary? -Partiality: Are any questions confusing, are we communicating clearly with our customers? ONLINE PRESENT FORMATS -Higher response rate -Possibility of bias depending on location and questions selected -High cost due to human deployment -Lower response rate -Lower cost -Alternatives: e-mailing, social networks, form website, mobile TELEPHONE DIGITAL DEVICES -High cost -Low response due to campaign saturation -Located at specific points such as physical stores where you answer the survey at the end of the purchase Loyalty programs It is a marketing strategy established by a company in order to reward and reward the purchase behavior of customers. Some examples where these actions are seen are: -Greeting cards. -Personalized communications. -Discounts. -Gifts. -Points per purchase. -CRM (Customer relationship management). Cross-selling. -Call center. -Customer club. Product personalization Personalization is the set of strategies and actions that allow us to offer a differentiated range of products and services for each customer. Therefore, it is essential to focus on the who and not on the what, giving the protagonism of the campaigns to the consumers instead of the products. A clear example is the case of TostaRica cookies, where each user has the possibility of personalizing his or her own cookies. Social networks Social networks are a key tool for bringing customers and companies closer together. Through them we can know opinions, solve questions, solve claims and make users participate in our brand. Nowadays, being present in the main networks is a basic strategy of relationship marketing, since it is a great opportunity to create quality content, communicate messages and conquer new audiences. The production and communication of this content must be personalized in order to make the customer feel unique and to avoid the message being massive and inconsequential, something that would arouse very little interest. If we implement this strategy correctly, we will get followers to become customers and even become brand ambassadors by sharing publications or interacting with ours. Cross-selling and up-selling Up-selling is a sales technique in which the customer is offered, just before finalizing the purchase process, to buy a higher-end product or service that adds value and exceeds the buyer's expectations. The ultimate goal of this technique is to try to sell the product or service that leaves us with the highest profit margin. An example would be to offer the pack format. In other words, why buy just one movie if you can get the whole saga, which is made up of three movies? The pack format is very effective in getting the user to buy two or more products. On the other hand, cross-selling is a sales technique in which the customer is offered a complementary product to the one he is going to buy, which does not necessarily have to be of a higher quality. For example, if you buy a TV or computer, you can offer to buy wireless headphones. It is recommended that the complementary product should be significantly less than the product that the customer is going to buy. Offline strategies Some recommendations that we make in this section are: Take care and personalize the packaging. Surprise with a personalized detail. Include a thank you card for the purchase. Send a magazine and\/or catalog to the customer. Correspondence letters addressed to the customer. Phone calls and sms to inform about promotions and discounts. In Business Intelligence we help our clients to take their business to a higher level, thinking about their users and implementing different knowledge and online tools. As information related to everything mentioned above we can add a post that our colleague Enrique made in which he tries to explain Inbound Marketing, a concept very close to relationship marketing.\u00a0 &nbsp;<\/p>","protected":false},"author":42,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27],"tags":[125,71,126],"class_list":["post-5722","post","type-post","status-publish","format-standard","hentry","category-marketing-online","tag-estrategias","tag-marketing","tag-marketing-relacional"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Estrategias del Marketing Relacional. Win-win. Todos ganamos. - Geotelecom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/relationship-marketing-strategies\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Estrategias del Marketing Relacional. Win-win. Todos ganamos. - Geotelecom\" \/>\n<meta property=\"og:description\" content=\"A la hora de hablar sobre Marketing Racional, es necesario hacer hincapi\u00e9 en que las personas ya no adquieren productos, sino que compran valores e historias alrededor de una marca. Pero, \u00bfqu\u00e9 es exactamente el Marketing relacional? El concepto hace referencia al conjunto de estrategias cuyo objetivo es lograr establecer relaciones duraderas y de valor con los clientes, consiguiendo que estos est\u00e9n satisfechos y acaben siendo fieles a la marca hasta el punto de llegar a ser promotores de ella. Es decir, se trata de una estrategia empresarial cuyo foco principal se encuentra en las opiniones y expectativas del cliente. El marketing relacional abarca varias fases, las cuales van desde la construcci\u00f3n y diseminaci\u00f3n de marca, prospecci\u00f3n, fidelizaci\u00f3n hasta la creaci\u00f3n de autoridad en el mercado. En este post nos centraremos en la fidelizaci\u00f3n del cliente y en ciertos aspectos que lograr\u00e1n a\u00f1adir valor a tu marca. Estrategias online\u00a0 E-mail marketing Es una de las herramientas m\u00e1s poderosas del marketing relacional que tiene como fin establecer una relaci\u00f3n cercana con el cliente. Algunas de las acciones que se pueden realizar son: Mail de bienvenida al registrarse: fidelizamos desde el primer momento. Ofrecer contenido relevante al cliente. Enviar campa\u00f1as de consolidaci\u00f3n de marca. Informar acerca de nuevos productos, incentivando el cross-selling y up-selling. Felicitar al cliente en fechas importantes. \u00bfSabes que llega una fecha especial para \u00e9l? \u00a1Adel\u00e1ntate! Ofrecer promos especiales, descuentos, bonos o regalos. Encuesta de satisfacci\u00f3n: Es una t\u00e9cnica de recogida de datos que nos ayuda a conocer la opini\u00f3n, impresiones, experiencia de compra y expectativas de nuestros clientes. Para realizarlas correctamente es necesario tener en cuenta 3 premisas: -Intencionalidad: \u00bfQu\u00e9 es lo que queremos conseguir con la encuesta? -Brevedad: \u00bfSon realmente necesarias todas las preguntas? -Parcialidad: \u00bfAlguna pregunta puede dar lugar a confusi\u00f3n?, \u00bfnos estamos comunicando claramente con nuestros clientes? FORMATOS PRESENCIAL ONLINE -\u00cdndice de respuestas mayor -Posibilidad de sesgo en funci\u00f3n del lugar y preguntas seleccionadas -Coste alto por el despliegue humano -\u00cdndice de respuestas menor -Coste menor -Alternativas: e-mailing, redes sociales, formulario sitio web, m\u00f3vil TELEF\u00d3NICAS DISPOSITIVOS DIGITALES -Coste alto -Respuesta baja por la saturaci\u00f3n de campa\u00f1as -Ubicados en puntos espec\u00edficos como tiendas f\u00edsicas donde respondes la encuesta al finalizar la compra Programas de fidelizaci\u00f3n Es una estrategia de marketing establecida por una empresa con el fin de premiar y recompensar el comportamiento de compra de los clientes. Algunos ejemplos donde se ven estas acciones son: -Tarjetas de felicitaci\u00f3n. -Comunicaciones personalizadas. -Descuentos. -Regalos. -Puntos por compra. -CRM (Customer relationship management). -Venta cruzada. -Call center. -Club de clientes. Personalizaci\u00f3n de productos La personalizaci\u00f3n es el conjunto de estrategias y acciones que nos permiten ofrecer una oferta de productos y servicios diferenciados para cada cliente. Por ello, es esencial poner el foco en el qui\u00e9n y no en el qu\u00e9, cediendo el protagonismo de las campa\u00f1as a los consumidores en vez de a los productos. Un ejemplo claro es el caso de las galletas TostaRica donde cada usuario tiene la posibilidad de personalizar sus propias galletas. Redes sociales Las redes sociales son una herramienta clave para acercar clientes y empresas. A trav\u00e9s de ellas podemos conocer opiniones, solucionar preguntas, resolver reclamos y hacer part\u00edcipes de nuestra marca a los usuarios. Hoy en d\u00eda estar presente en las principales redes es una estrategia b\u00e1sica del marketing relacional, ya que es una gran oportunidad para crear contenido de calidad, comunicar mensajes y conquistar nuevas audiencias. La producci\u00f3n y comunicaci\u00f3n de este contenido debe estar personalizada con el fin de que el cliente se sienta \u00fanico y para evitar que el mensaje sea masivo e intrascendente, algo que suscitar\u00eda muy poco inter\u00e9s. Si implementamos correctamente esta estrategia, conseguiremos que los seguidores se conviertan en clientes e incluso lleguen a ser embajadores de la marca compartiendo publicaciones o interaccionando con las nuestras. Cross-selling y up-selling Up-selling o venta adicional es una t\u00e9cnica de venta en la que se propone al cliente, justamente antes de finalizar el proceso de compra, que compre un producto o servicio de gama m\u00e1s alta que le aporte valor y supere las expectativas del comprador. El objetivo final de esta t\u00e9cnica es tratar de vender aquel producto o servicio que nos deja m\u00e1s margen de beneficio. Un ejemplo podr\u00eda ser ofrecer el formato pack. Es decir, \u00bfpara qu\u00e9 comprar solo una pel\u00edcula si puedes llevarte la saga entera que la conforman tres pel\u00edculas? Es muy efectivo el formato pack para conseguir que el usuario compre dos o m\u00e1s productos. Por otro lado, el cross-selling o venta cruzada es una t\u00e9cnica de venta en la que se ofrece al cliente un producto complementario al que se va a llevar y que no tiene por qu\u00e9 ser de una calidad superior. Por ejemplo, si se compra un televisor u ordenador, se le puede ofrecer comprar unos auriculares inal\u00e1mbricos. Se recomienda que el producto complementario debe ser de un importe significativamente menor que el producto que el cliente va a comprar. Estrategias offline Algunas recomendaciones que os hacemos dentro de este apartado son: Cuidar y personalizar el packaging. Sorprender con un detalle personalizado. Incluir una tarjeta de agradecimiento por la compra. Enviar una revista y\/o cat\u00e1logo al cliente. Cartas por correspondencia con destinatario el cliente. Llamadas telef\u00f3nicas y env\u00edo de sms para informar de promociones y descuentos. En Business Intelligence ayudamos a nuestros clientes a llevar a su negocio a un nivel superior, pensando en sus usuarios e implementando diferentes conocimientos y herramientas online. Como informaci\u00f3n relacionada con todo lo comentado anteriormente podemos a\u00f1adir un post que realiz\u00f3 nuestro compa\u00f1ero Enrique en el que trata de explicar el Inbound Marketing, concepto muy pr\u00f3ximo al marketing relacional.\u00a0 &nbsp;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.geotelecom.es\/en\/blog\/relationship-marketing-strategies\/\" \/>\n<meta property=\"og:site_name\" content=\"Geotelecom\" \/>\n<meta property=\"article:published_time\" content=\"2020-07-28T10:10:08+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Relationship Marketing Strategies. Win-win. Everybody wins. - Geotelecom","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.geotelecom.es\/en\/blog\/relationship-marketing-strategies\/","og_locale":"en_US","og_type":"article","og_title":"Estrategias del Marketing Relacional. Win-win. Todos ganamos. - Geotelecom","og_description":"A la hora de hablar sobre Marketing Racional, es necesario hacer hincapi\u00e9 en que las personas ya no adquieren productos, sino que compran valores e historias alrededor de una marca. Pero, \u00bfqu\u00e9 es exactamente el Marketing relacional? El concepto hace referencia al conjunto de estrategias cuyo objetivo es lograr establecer relaciones duraderas y de valor con los clientes, consiguiendo que estos est\u00e9n satisfechos y acaben siendo fieles a la marca hasta el punto de llegar a ser promotores de ella. Es decir, se trata de una estrategia empresarial cuyo foco principal se encuentra en las opiniones y expectativas del cliente. El marketing relacional abarca varias fases, las cuales van desde la construcci\u00f3n y diseminaci\u00f3n de marca, prospecci\u00f3n, fidelizaci\u00f3n hasta la creaci\u00f3n de autoridad en el mercado. En este post nos centraremos en la fidelizaci\u00f3n del cliente y en ciertos aspectos que lograr\u00e1n a\u00f1adir valor a tu marca. Estrategias online\u00a0 E-mail marketing Es una de las herramientas m\u00e1s poderosas del marketing relacional que tiene como fin establecer una relaci\u00f3n cercana con el cliente. Algunas de las acciones que se pueden realizar son: Mail de bienvenida al registrarse: fidelizamos desde el primer momento. Ofrecer contenido relevante al cliente. Enviar campa\u00f1as de consolidaci\u00f3n de marca. Informar acerca de nuevos productos, incentivando el cross-selling y up-selling. Felicitar al cliente en fechas importantes. \u00bfSabes que llega una fecha especial para \u00e9l? \u00a1Adel\u00e1ntate! Ofrecer promos especiales, descuentos, bonos o regalos. Encuesta de satisfacci\u00f3n: Es una t\u00e9cnica de recogida de datos que nos ayuda a conocer la opini\u00f3n, impresiones, experiencia de compra y expectativas de nuestros clientes. Para realizarlas correctamente es necesario tener en cuenta 3 premisas: -Intencionalidad: \u00bfQu\u00e9 es lo que queremos conseguir con la encuesta? -Brevedad: \u00bfSon realmente necesarias todas las preguntas? -Parcialidad: \u00bfAlguna pregunta puede dar lugar a confusi\u00f3n?, \u00bfnos estamos comunicando claramente con nuestros clientes? FORMATOS PRESENCIAL ONLINE -\u00cdndice de respuestas mayor -Posibilidad de sesgo en funci\u00f3n del lugar y preguntas seleccionadas -Coste alto por el despliegue humano -\u00cdndice de respuestas menor -Coste menor -Alternativas: e-mailing, redes sociales, formulario sitio web, m\u00f3vil TELEF\u00d3NICAS DISPOSITIVOS DIGITALES -Coste alto -Respuesta baja por la saturaci\u00f3n de campa\u00f1as -Ubicados en puntos espec\u00edficos como tiendas f\u00edsicas donde respondes la encuesta al finalizar la compra Programas de fidelizaci\u00f3n Es una estrategia de marketing establecida por una empresa con el fin de premiar y recompensar el comportamiento de compra de los clientes. Algunos ejemplos donde se ven estas acciones son: -Tarjetas de felicitaci\u00f3n. -Comunicaciones personalizadas. -Descuentos. -Regalos. -Puntos por compra. -CRM (Customer relationship management). -Venta cruzada. -Call center. -Club de clientes. Personalizaci\u00f3n de productos La personalizaci\u00f3n es el conjunto de estrategias y acciones que nos permiten ofrecer una oferta de productos y servicios diferenciados para cada cliente. Por ello, es esencial poner el foco en el qui\u00e9n y no en el qu\u00e9, cediendo el protagonismo de las campa\u00f1as a los consumidores en vez de a los productos. Un ejemplo claro es el caso de las galletas TostaRica donde cada usuario tiene la posibilidad de personalizar sus propias galletas. Redes sociales Las redes sociales son una herramienta clave para acercar clientes y empresas. A trav\u00e9s de ellas podemos conocer opiniones, solucionar preguntas, resolver reclamos y hacer part\u00edcipes de nuestra marca a los usuarios. Hoy en d\u00eda estar presente en las principales redes es una estrategia b\u00e1sica del marketing relacional, ya que es una gran oportunidad para crear contenido de calidad, comunicar mensajes y conquistar nuevas audiencias. La producci\u00f3n y comunicaci\u00f3n de este contenido debe estar personalizada con el fin de que el cliente se sienta \u00fanico y para evitar que el mensaje sea masivo e intrascendente, algo que suscitar\u00eda muy poco inter\u00e9s. Si implementamos correctamente esta estrategia, conseguiremos que los seguidores se conviertan en clientes e incluso lleguen a ser embajadores de la marca compartiendo publicaciones o interaccionando con las nuestras. Cross-selling y up-selling Up-selling o venta adicional es una t\u00e9cnica de venta en la que se propone al cliente, justamente antes de finalizar el proceso de compra, que compre un producto o servicio de gama m\u00e1s alta que le aporte valor y supere las expectativas del comprador. El objetivo final de esta t\u00e9cnica es tratar de vender aquel producto o servicio que nos deja m\u00e1s margen de beneficio. Un ejemplo podr\u00eda ser ofrecer el formato pack. Es decir, \u00bfpara qu\u00e9 comprar solo una pel\u00edcula si puedes llevarte la saga entera que la conforman tres pel\u00edculas? Es muy efectivo el formato pack para conseguir que el usuario compre dos o m\u00e1s productos. Por otro lado, el cross-selling o venta cruzada es una t\u00e9cnica de venta en la que se ofrece al cliente un producto complementario al que se va a llevar y que no tiene por qu\u00e9 ser de una calidad superior. Por ejemplo, si se compra un televisor u ordenador, se le puede ofrecer comprar unos auriculares inal\u00e1mbricos. Se recomienda que el producto complementario debe ser de un importe significativamente menor que el producto que el cliente va a comprar. Estrategias offline Algunas recomendaciones que os hacemos dentro de este apartado son: Cuidar y personalizar el packaging. Sorprender con un detalle personalizado. Incluir una tarjeta de agradecimiento por la compra. Enviar una revista y\/o cat\u00e1logo al cliente. Cartas por correspondencia con destinatario el cliente. Llamadas telef\u00f3nicas y env\u00edo de sms para informar de promociones y descuentos. En Business Intelligence ayudamos a nuestros clientes a llevar a su negocio a un nivel superior, pensando en sus usuarios e implementando diferentes conocimientos y herramientas online. Como informaci\u00f3n relacionada con todo lo comentado anteriormente podemos a\u00f1adir un post que realiz\u00f3 nuestro compa\u00f1ero Enrique en el que trata de explicar el Inbound Marketing, concepto muy pr\u00f3ximo al marketing relacional.\u00a0 &nbsp;","og_url":"https:\/\/www.geotelecom.es\/en\/blog\/relationship-marketing-strategies\/","og_site_name":"Geotelecom","article_published_time":"2020-07-28T10:10:08+00:00","twitter_card":"summary_large_image","twitter_misc":{"Written by":"","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.geotelecom.es\/blog\/estrategias-marketing-relacional\/#article","isPartOf":{"@id":"https:\/\/www.geotelecom.es\/blog\/estrategias-marketing-relacional\/"},"author":{"name":"","@id":""},"headline":"Estrategias del Marketing Relacional. Win-win. 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