The mechanics of online marketing are changing and morphing into new avenues with each passing day. What we must do is embrace a change if it works for our online business initiative. In this vein, we have observed that relationship marketing trumps over content marketing in a number of ways. Before diving deep into it, let us broadly understand what they both mean. Relationship marketing, as the name suggests, is building up a trust and confidence level with the consumer to conduct business. Content marketing, on the other hand, is reaching out to your customers only through the written or spoken word.
So why does relationship marketing offer more to a business venture? Firstly, relationship marketing allows you to target specific customers and customer groups instead of a blanket message for all of them. With targeted marketing messages, you know who your readers are and that gives you an opportunity to build up a stronger marketing case for yourself. That does not happen in content marketing where you draft a single marketing message for all and they either like it or trash it. You cannot write anything specific or create niche groups.
Secondly, relationship marketing makes ample room for two-way responses. You can regulate your marketing mantra according to the feedback that you receive from your consumers. You can quickly zero in on the pitfalls of a marketing plan and make changes. There is no such scope in the case of content marketing. You are in for a long haul if your message is not well received. They are certainly going in for poor sales and more losses, traps that can be avoided in relationship marketing.
Thirdly, relationship marketing allows consumers to have a say in what they are receiving as marketing messages. There is a sense of belonging with your brand. It builds up confidence in the brand and also brand loyalty. Customers feel that they are in the loop and can voice their concerns if things go downhill. But in content marketing they are at the receiving end with nothing to get back with. They are either receiving your marketing messages passively or simply gleaning past. You have to engage them, just like social media networks do. You have to get them to ‘touch and feel’. That will keep them interested and you can only do that in relationship marketing.