Especialização Gestão de Mídias Sociais e Marketing Digital
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Navegando Especialização Gestão de Mídias Sociais e Marketing Digital por Assunto "Marketing de relacionamento"
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Artigo Científico Acesso aberto Marketing de relacionamento: sua importância para a fidelização de clientes(2019) Souza, Pâmela Libânia deThis scientific article presents information and analysis on the importance of relationship marketing in customer loyalty and engagement. In an increasingly connected era, turning new buyers into brand advocates involves a range of engagement strategies. In this sense, developing innovative relationship management strategies can mean the success or failure of the image, message or values that the company wants to convey regarding its digital presence. Social media plays a key role in building a close relationship with customers. In these media, consumers are active and react, interpret, distribute or even block and can respond to stimuli as they see fit. Therefore, relationship marketing strategies should consider the consumer as the center and focus of all their actions. To be able to define an efficient digital presence strategy requires a thorough knowledge of the business and market, so this article addresses strategy suggestions that can contribute to the goal of engaging and building loyalty customers.