Relationship Marketing - Essay Sample

Introduction

Relationship marketing is an approach that is designed to promote customer interactions, loyalty, and long-term engagements. Relationship marketing aims at developing connections with the clients through the provision of information that suits their interests and needs and encouraging open communications. The modern marketers tend to increase their efforts to remain connected to their clients. For example, social media is the best approach that can be used by marketers to reach their clients. Blogs are used by users to share content and leave the readers to provide comments regarding their shared content. Therefore, due to the impact created on social media in the market-related fields, this paper will focus on the significance of marketers to read and react to the blogs, the company's response to bad news from the customers, and the utilization of information regarding the diverse marketing mix variables.

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Reasons it is Important to Monitor and Respond to the Blogs

Based on the fact that numerous consumers are shifting towards social media as a supply for customer service, and optimistic customer service experiences on blogs attesting to augment the sales and brand commendations, it has by no means been more imperative that a particular business be enthusiastically accessible to meet the wants of its customers online (Marban, 2017). The significance of monitoring and responding to blogs is that it aids in the business knowing its reputation. For example, according to Kidwai &Imperatore (2011), most politicians in the United States are using blogs, Twitter, Facebook, and YouTube to pass a message to the public. Facebook and Twitter allow the policymakers to publicize visits and introduce specific bills to the public.

Describe Organizational Structure for SCRM Success

There are robust modifications that should be undertaken to achieve successful social customer-related management (SCRM). It includes discovering a suitable context to create the most appropriate experiences over a specific duration (Leary, 2014). To a great extent, the organization structure plan is classified into three key sections that include operational, analytical, and relational.

Operation SCRM entails the customer face to face applications such as sales automation, business promotion automation, sustaining automation, and customer fortification. Additionally, it involves the events associated with customer operations like orders. Analytical SCRM, however, obtains and reserves, removes, construes, and reports customer information. Presently, there is a recurrent change. As a result, the organizational portions alterations ought to act in response to the changes and information demands. For example, according to Leary (2014), modern marketers create an appealing experience towards the clients' life cycle, thus attracting and retaining their clients

Describe a Perfect Reaction to a Negative Blog Situation

Individuals using social media appreciate direct contact with their clients. These users experience two forms of negative criticism, such as the comments by "trolls" and from disappointed clients. According to Hurst (2014), one does not expect all the reviews to be positive. However, one should keep calm and compose an answer that provides a solution to the reader, thus avoiding adverse reactions. Also, one can show a significant understanding of the issue brought about by the user. Therefore, through the provision of solutions, keeping calm after negative reviews, and showing a considerable understanding of the problem, one can deal with the negative criticism present in blogs.

Application to Marketing Mix

The marketing mix is a decisive device used to facilitate indulgence of what the commodity can provide and numerous methods of strategizing for a triumphant product offering. Remarkably, the marketing mix is, to no small extent, implemented via the 4 Ps of marketing that is price, product, promotion, and place. The marketing mix can be deemed applicable in the determination of how a new product or service is introduced to the market. Besides, the marketing mix can be applied in the definition of the diverse marketing selections in terms of price, product, promotion, and place to satisfy a precise customer requirement (Hurst, 2014). The social media helps marketers in building close relationships with their customers, thus getting an opportunity to advertise and sell their products.

Conclusion & Critical Final Analysis

Therefore, there is a dire need to monitor and respond to blogs relentlessly. Social media has turned out to be essential for advocacy (Kidwai & Imperatore, 2011). Marketers use social media for advertising and selling their products to consumers. Also, through the reviews provided by the readers on blogs, individuals respond to the reviews by either providing solutions or supporting the readers' reviews. The utilization of the customer reviews allows the marketers to alter their products based on the needs of clients. Therefore, the use of social media has allowed individuals to price, promote, and distribute their products to consumers globally.

References

Hurst, M. (2014). Customer experience and the choice between lean/agile and waterfall (Blog post). Retrieved from http://creativegood.com/blog/customer-experience-and-the-choice-between-leanagile-and-waterfall/

Hurst, M. (2014, September 11). Everyone has questions about customers. Here are answers (Blog post). Retrieved from http://creativegood.com/blog/everyone-has-questions-about-customers-here-are-answers/

Kidwai, S., &Imperatore, C. (2011). How to use social media as an advocacy tool. Techniques: Connecting Education and Careers, 86(6), 36-39. Retrieved from https://files.eric.ed.gov/fulltext/EJ943158.pdf

Leary, B. (2014). Why customer experience is the true king. CRM Magazine, 18(1), 51.

Marban, A. (2017, October 11). The Importance of Responding to Customers Quickly on Social Media. Retrieved from https://adespresso.com/blog/importance-responding-quickly-customers-social-media/