All of us are witness to the kind of impact that Social Media has had on the field of marketing and brand promotion. Gone are the days of mass marketing to a generic audience who is nothing more than a set of statistics on a paper. The current generation of marketers concentrates mostly on “Relationship Marketing” in order to build a direct dialogue with the end user. The need for this kind of marketing is evident; the user has become more social and expects the brand to give more personalized attention if it expects loyalty for its products and services. Twitter is a medium that may have made several marketers wary of its importance for growing a smaller brand or even the need of the tool for a brand that is already popular with its marketing strategies. The exponential growth of the medium has shown us that Twitter is not just a tool for brands who desperately want to get in touch with the consumer but rather an effective method to build strong relationships and foster loyalty in a market where people are faced with multitude of options for each product.
Understanding Relationship Marketing is highly important to be able to achieve the defined goals using Twitter. The most important thing to remember is that Relationship Marketing is different from Customer care. Relationship Marketing is about interaction within your brand’s network and some of the biggest brands on the internet understand it too. Let’s take Zappos for instance. Zappos CEO Tony Hsieh recently tweeted that although maintaining the Zappos Twitter account takes a considerable amount of activity, it is one of the most important ways in which they build relations with their consumers and provide a human face to the brand.
As a brand using Twitter for the first time, the medium can be extremely overwhelming. In fact the Twitter space might seem like a melee of messages without direction or purpose. Despite common belief, Twitter is not a haphazard method of putting your message out in hopes of your audience reading it. Careful research is the first step a brand must take to know exactly what to and what not to do when it comes to Twitter. Studying strategies of competitors is the best place to get this information. Once a strategy is in place brands can understand their target audience in order to start promoting the brand more effectively and building on customer-client relationships.