One of the biggest benefits of this new intelligence in relational marketing is the ability to personalise customer experiences. Algorithms can analyse vast amounts of data to identify individual patterns and preferences, enabling the company to deliver highly personalised content and offers.

Artificial Intelligence is making a big difference in this area. Different types of chatbots on websites can resolve common customer queries quickly and efficiently, freeing up company staff to focus on more complex issues. These chatbots learn and improve over time, providing more accurate responses, and this not only improves operational efficiency, but also provides a more satisfying customer experience.

This tool is very valuable for relational marketing, as by analysing historical data and customer behaviours, AI algorithms can predict future customer behaviours. This allows companies to anticipate customer needs and adjust their marketing strategy.

This segmentation is fundamental to any effective marketing strategy, and AI is working very well on this aspect, because its algorithms can analyse demographic, behavioural and psychographic data to create accurate segments.

AI is also transforming the way companies measure and analyse the results of their marketing campaigns, with advanced tools that can provide very interesting insights into campaign performance, customer satisfaction and ROI. This allows companies to make data-driven decisions and improve results.

– Motivate users to participate and engage with a brand or product
– Improve user experience and retain existing users
– Collect data and identify targets
– Differentiate and increase brand recognition
– Increase sales
– Increase engagement

By offering interactive and exciting experiences, gamification captures users’ attention and motivates them to actively participate in your promotions. This translates into greater exposure for your brand and increased audience engagement.

Games and challenges in gamified promotions generate a sense of achievement for participants. This increases user satisfaction and fosters loyalty towards your brand, which in turn contributes to greater customer retention in the long term.

Better two-way communication can be achieved by creating a new link with the user.

Gamification can generate a viral effect, as users are motivated to share their achievements and experiences on social media. This can result in a considerably higher organic reach, which amplifies the impact of your promotions. On the other hand, creating a game increases the number of interactions on the website and, therefore, positioning.

By implementing games, you can gain valuable information about your customers, such as their preferences, behaviours and engagement levels. These data allow you to create more personalised and effective marketing strategies in the future.

Gamification can be an effective way to stand out from your competitors. By providing a unique, entertaining experience, you position yourself as an innovative and creative brand, which can help you gain customer preference in a saturated market.

– Loyalty programmes:

Create loyalty programmes based on gamification, where customers can earn points, levels or special rewards to make purchases or complete certain actions, which they can later redeem for additional prizes or discounts.

– Rewards and prizes:

Another example would be rewards or prizes for customers or employees for meeting certain milestones or achievements. For example, by making a certain number of purchases, in the case of customers, and, in the case of employees, by performing a certain number of tasks within a certain period of time.

– Competitions and prize draws:

Hold competitions where there is rivalry, to motivate customers to excel and win the competition. As well as holding prize draws to encourage user participation.

– Mobile phone games or applications:

Create interactive mobile applications that engage customers through trivia quiz games or brand-related activities.

– Be able to acquire new customers and convert as many leads as possible.
– Understand and manage the needs of existing customers in order to offer them the best solutions for their business.
– Monitor the company’s metrics and thus see how they are evolving.

Relationship marketing starts when the customer has the first contact with your company, from then on you have to interact with them in order to establish direct contact. This relationship has to be nurtured so that the relationship can eventually be transformed into a customer. We have to build trust from the outset and offer them one hundred per cent customised attention.

A satisfied customer is the best way to make ourselves known, as they will speak positively about our company and thus we will achieve brand expansion. By creating a relationship of trust, the customer will recommend us to their environment and we will achieve a “win-win” action.

When a relationship of trust is established, the customer wants us to be part of their day-to-day life and relies on us for any action, so they will be able to increase their purchases and orders. For this reason it is important to know the customer’s needs and to be able to offer them what they need at all times.

By getting to know the customer perfectly and being there for everything they need, you will improve trust with them. Once we do this, we will be able to generate long-lasting bonds and make them want to rely on us for any project, thus achieving satisfaction on both sides.

– Stage 1: Segment the database

The first stage is to have a quality database to be able to extract as much information as possible about potential and/or current customers, and in this way to segment the data in a customised manner and develop the necessary actions to create a greater impact.

When leads are segmented, messages can be tailored to each lead and a special communication can be offered to each of them. For this reason, it is important to clearly identify our target audience, as we will be able to connect more quickly with our target audience.

It is important to know what our customers are like, what products they buy, what type of communication they prefer, what aspects of our company stand out, among others, in order to establish a loyalty strategy for each group of customers.

– Stage 2: Customisation of messages

Depending on the interests of each customer segment, we have to adapt the way we communicate with them, as well as the type of content to be shared, the promotions, tone and design.
All these actions will increase interaction and engagement, thus improving the customer experience.

It should be borne in mind that each social network communicates in a different way and the audience that we will find is also changing. Instagram, Facebook, LinkedIn and Twitter are the main ones where interaction is the highest. However, it should be noted that not all digital platforms are suitable for all businesses.

– Stage 3: Maintain communication with the customer

Communication with the customer is a fundamental issue, which cannot be neglected at any time. We must always bear in mind their opinions, complaints, suggestions… the link must remain and thus be able to advise them on any action they are going to take.

Over time, if communication is constant, you will get to know the customer better and know what might be of interest to them. In addition, you will be able to offer them customised content and execute a marketing strategy according to their needs.