The Role of Relationship Marketing on the Web

Abstract

The Relationship Marketing on the web is the most explored theme in Number 15 of the International Journal of Marketing, Communication and New Media (IJMCNM).
The human being's relationship with the internet and the computer begins earlier and earlier, since “children establish a passionate love affair with computers” (Reis, 2013, p. 65). However, it appears today that this reality is common in the case of mobile devices. Therefore, as stated by Conrado (2012), the criteria for success in the new economy are interaction and experience. The author also says that the important thing is the relationship and personalization, that is, “the better the consumption and shopping experience, the more value the brand will have” (p. 126).

Kotler, Kartajaya and Setiawan (2017) reinforce these ideas, highlighting the need for involvement in marketing to enhance the brand affinity. For example, the strategic use of a social customer relationship management (CRM) application, the use of mobile applications (apps) and the use of game principles in non-game situations, such as in loyalty programs and gaming communities customers, are fundamental.