Ways that marketers can maintain consumer relationships

A new article on Marketing Land reports on the relationship between marketers and consumers, how those ties got strengthened by the Covid-19 pandemic, and strategies to maintain and build them.



Covid-19, instead of shattering marketer-consumer bonds, has enabled brands to develop and even strengthen them. Considering the damage that the ongoing pandemic has done to the marketing industry, such as forcing agencies and departments to operate with less staff and much lower budgets, new strategies to enhance and build upon the relationships between consumers and marketers are constantly being developed and implemented.

Derek Gominger, Director of Global eCommerce Strategy and Operations, spoke about consumer-marketer relationships at the MarTech conference:

When it comes to establishing a strong consumer-marketer relationship, tailoring services or products to meet the needs of consumers is very important. That's known as personalization, and the method can be used to nurture loyalty among a customer base, forming a brand, and creating a user community centered around it.

Factors limiting marketer-consumer relationships

Unfortunately, creating strong marketer-consumer relationships that involve personalization is becoming increasingly more difficult. That is due to various privacy regulations that popped up in recent times, for example, the CCPA in California.

Despite data becoming scarcer by the second and personalization becoming harder to achieve, it is definitely not advised that organizations begin pursuing personal data through spam emails and calls, as this will most likely turn customers off from a company's services and products. There are certainly less invasive and more consumer-friendly methods for including personalization into a marketer-consumer relationship.</p>