{"id":25540,"date":"2022-08-13T10:42:49","date_gmt":"2022-08-13T07:42:49","guid":{"rendered":"https:\/\/affise.com\/?p=25540"},"modified":"2025-07-11T16:26:14","modified_gmt":"2025-07-11T13:26:14","slug":"drivers-of-relationship-marketing","status":"publish","type":"post","link":"https:\/\/affise.com\/blog\/drivers-of-relationship-marketing\/","title":{"rendered":"Drivers of Relationship Marketing"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"25540\" class=\"elementor elementor-25540\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a5b42f8 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a5b42f8\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6d97982\" data-id=\"6d97982\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6565235 elementor-widget elementor-widget-text-editor\" data-id=\"6565235\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 13-03-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><span style=\"font-weight: 400;\">\u2018Make a customer, not a sale\u2019 is the well-known advice from 70s retail doyenne Katherine Barchetti. Although, what this actually means is often lost in most business-to-consumer models.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">What it boils down to is this: when you conduct a transaction, make sure that the person you\u2019re selling to goes away happy with the experience, as that is the key to repeat business.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">And repeat business is, make no mistake, where it\u2019s at. The more often a customer purchases from your site, the more likely they are to return to purchase again.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-550be66 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"550be66\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0e66441\" data-id=\"0e66441\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f32ddf5 elementor-widget elementor-widget-image\" data-id=\"f32ddf5\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 13-03-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"300\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/08\/likelihood-of-another-purchase.png\" class=\"attachment-large size-large wp-image-25546\" alt=\"likelihood of another purchase\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (blog.smile.io)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-630375e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"630375e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d04e4f9\" data-id=\"d04e4f9\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7bd81f9 elementor-widget elementor-widget-text-editor\" data-id=\"7bd81f9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Think of what this means for customer lifetime value. For this reason, whatever shopping channels, whether you\u2019re using <\/span><a href=\"https:\/\/www.8x8.com\/s\/small-business-phone-system?locale=uk\"><span style=\"font-weight: 400;\">business phone systems<\/span><\/a><span style=\"font-weight: 400;\">, you should be doing all you can to encourage repeat business, whether you work in marketing management for business-to-business or business-to-customer sales.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">This is what relationship marketing is all about. The chances are you\u2019re doing elements of it already. If not, you should be, alongside maintaining a <\/span><a href=\"https:\/\/affise.com\/blog\/online-users-acquisition\/\"><span style=\"font-weight: 400;\">robust customer acquisition strategy<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Whether you want to include one or two features or go for wholesale change via <\/span><a href=\"https:\/\/affise.com\/blog\/myths-moving-affiliate-program-to-saas\/\"><span style=\"font-weight: 400;\">platform migration<\/span><\/a><span style=\"font-weight: 400;\">, we\u2019re going to look at how you can get started, or if you\u2019re already on your way with it, how you can perhaps tweak a few aspects to make it even better for your enterprise.\u00a0<\/span><\/p><h2><span style=\"font-weight: 400;\">What is relationship marketing?<\/span><\/h2><p><span style=\"font-weight: 400;\">Marketing efforts are all about relationships. However, what\u2019s known as relationship marketing is a specific kind of marketing practice.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">It\u2019s a well-known observation that it costs a whole lot more to go down the customer acquisition route than it does to keep an established customer. <\/span><a href=\"https:\/\/affise.com\/blog\/how-statistics-analysis-grow-affiliate-business\/\"><span style=\"font-weight: 400;\">Statistics<\/span><\/a><span style=\"font-weight: 400;\"> vary on this one, but most cite at least a five-fold cost advantage to retaining existing customers over enticing new ones.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-389121d elementor-widget elementor-widget-html\" data-id=\"389121d\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\r\n.blog-intro .blog-intro__title_center {\r\n    top: 30%;\r\n    max-width: 500px;\r\n    margin: 0;\r\n}\r\n<\/style>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1f13968 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1f13968\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-18b5e12\" data-id=\"18b5e12\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c53c6f8 elementor-widget elementor-widget-image\" data-id=\"c53c6f8\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"680\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/08\/retention-vs-acquisition-costs.png\" class=\"attachment-large size-large wp-image-25548\" alt=\"retention vs acquisition costs\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (struto.io)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-13bb21a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"13bb21a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-436bb0d\" data-id=\"436bb0d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7f79dc5 elementor-widget elementor-widget-text-editor\" data-id=\"7f79dc5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">When you look at how much more fruitful your sales approach will be to an existing customer over a new customer, things really come into focus. Some studies have found that the probability of selling to an existing customer is up to <\/span><a href=\"https:\/\/www.markinblog.com\/customer-loyalty-retention-statistics\/?gclid=CjwKCAiAvOeQBhBkEiwAxutUVCoSvUsyLESWGMCzaxnX5RQfJ8dyya-c1c5_VEi_A_OcNdcz6IBfcxoCIQMQAvD_BwE\"><span style=\"font-weight: 400;\">35x higher<\/span><\/a><span style=\"font-weight: 400;\"> than when trying to sell to a new customer.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Why is this? One of the key reasons is that when you are dealing with a new lead, you haven\u2019t been able to build up a customer relationship with them. Not every salesperson is proficient enough to instantly conjure up an impeccable customer experience.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Customers tend to be a little savvier than they used to be. Those that are experienced in the market will have a degree of wisdom to fall back on and will not necessarily be easily wowed. Those new to the market may well go into the experience with their defenses up.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">This means that you have to work hard to establish an atmosphere conducive to buying. Effectively, you will to some extent have to win them over. This is where the psychology of selling comes in.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">When you try to sell something to someone, the most important element you need to instill is trust. Trust is essential to all business relationships, but especially buyer-seller relationships. It can be generated by all manner of factors, for instance, brand identity: a customer will feel that they have a relationship with a brand they already have a perception of, because of brand identity.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">They may never actually have come into contact with the product or service providers; they\u2019ve just heard by word-of-mouth that they\u2019re good, so a degree of trust is manifested. You can achieve this kind of partnership via a brand and agency link-up such as that made possible by <\/span><a href=\"https:\/\/affise.com\/blog\/category\/updates\/affise-reach-where-brands-and-agencies-partner-up\/\"><span style=\"font-weight: 400;\">Affise Reach<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Once a customer has used your products or services and comes back for more &#8211; then you have bonafide customer loyalty. Why this may appear as if it\u2019s come from page one of the journal of marketing, this is precisely what customer retention is all about.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">With these relationship drivers in place, you\u2019ll have the customer\u2019s trust. You can then skip straight past the getting-to-know-you stage when you\u2019re trying to ascertain the interests of the client, at the same time as trying to seem like the best purveyor of products of all time.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">It\u2019s important to remain attentive and professional, of course, but with established customers, you start from a position of trust, and this is what drives sales.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">And what sales it drives. It has been found that a 5% rise in customer retention can result in a <\/span><a href=\"https:\/\/affise.com\/blog\/growth-marketing-tactics\/\"><span style=\"font-weight: 400;\">25-95% jump in sales<\/span><\/a><span style=\"font-weight: 400;\">. This is, in essence, why relationship marketing is important.\u00a0<\/span><\/p><h2><span style=\"font-weight: 400;\">How do you go about starting a relationship marketing program?<\/span><\/h2><p><span style=\"font-weight: 400;\">Put briefly, you need to get to know your existing customers better. You know they like what you do. But what exactly do they like and why? In other words, what makes customers keep coming back?\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">To turn it on its head, here\u2019s a breakdown of why customers tend to stop their association with a business:<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9f99cf5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9f99cf5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4b956a4\" data-id=\"4b956a4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-554de90 elementor-widget elementor-widget-image\" data-id=\"554de90\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1380\" height=\"899\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/08\/customers-leaving-a-company.png\" class=\"attachment-large size-large wp-image-25543\" alt=\"customers leaving a company\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (superoffice.com)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-17d1aae elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"17d1aae\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c62035b\" data-id=\"c62035b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bef1f4d elementor-widget elementor-widget-text-editor\" data-id=\"bef1f4d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">It\u2019s a pretty striking fact that customers need to feel like they matter to the company. Yes, product quality and customer service play their part, but long-term relationships of all kinds depend on both parties feeling like they\u2019re of value to the other.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">You can of course seek to combat this by keeping in touch, and there have never been so many methods by which you can do just this. Email, social media, and postal outreach (yes, this still exists) can work wonders in terms of gathering information from customers and making them feel like they count.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Obviously, you shouldn\u2019t make a nuisance of yourself, but you should certainly check in regularly to see what customers are currently seeking and how you can deliver this.\u00a0<\/span><\/p><blockquote><p><i><span style=\"font-weight: 400;\">\u2018It is not your customer\u2019s job to remember you. It is your obligation and responsibility to make sure they don\u2019t have the chance to forget you\u2019 <\/span><\/i><span style=\"font-weight: 400;\">&#8211; Patricia Fripp<\/span><\/p><\/blockquote><p><span style=\"font-weight: 400;\">There are a number of tactics you can use to ensure that you not only have a thumping base of loyal customers but also to nurture that relationship quality to help even with your acquisition costs.\u00a0<\/span><\/p><h2><span style=\"font-weight: 400;\">Personalization<\/span><\/h2><p><span style=\"font-weight: 400;\">In a world that can sometimes seem cold and distant, driven by automated processes that appear impersonal and uniform, people crave individuality. This is the case both in terms of what a business puts out about themselves, but also about that business\u2019s perception of the customer.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">By getting to know your customer individually, you can establish what it is that they are likely to want to buy going forward and gently nudge them in this direction. What you need to prioritize firstly is metrics, so that you can capture and utilize information on customer behavior with all due speed. This is where a service such as <\/span><a href=\"https:\/\/affise.com\/blog\/category\/updates\/affise-bi-integrates-with-appsflyer-pull-api\/\"><span style=\"font-weight: 400;\">Affise BI<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/affise.com\/cpapi\/\"><span style=\"font-weight: 400;\">CPAPI<\/span><\/a><span style=\"font-weight: 400;\"> can really help, so do investigate what these can do for you.<\/span><\/p><p><span style=\"font-weight: 400;\">Try to communicate in a way that seems like it\u2019s just you-and-them.You can provide them your <\/span><a href=\"https:\/\/www.8x8.com\/s\/voip-providers?locale=uk\"><span style=\"font-weight: 400;\">business voip phone<\/span><\/a><span style=\"font-weight: 400;\"> number. This is called dyadic communication and is the complete opposite of impersonal mass communication.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Here\u2019s a good example of personalization from Society6, which gives the recipient a reminder of all the products they had a look at recently. The idea is that customers will sometimes forget where they were in the sales funnel so a friendly nudge will always be appreciated. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6cc902a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6cc902a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d6b268b\" data-id=\"d6b268b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2a248f2 elementor-widget elementor-widget-image\" data-id=\"2a248f2\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"656\" height=\"781\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/08\/personalizing-emails.png\" class=\"attachment-large size-large wp-image-25547\" alt=\"personalizing emails\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (sendgrid.com)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-bf4506c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"bf4506c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ab110ab\" data-id=\"ab110ab\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a017896 elementor-widget elementor-widget-text-editor\" data-id=\"a017896\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Customers will invariably appreciate this friendly gesture aimed at making sure they have all the relevant information laid out in front of them and you\u2019ll derive a competitive advantage.<\/span><\/p><p><span style=\"font-weight: 400;\">So, use your CRM wisely. Build up a profile of each customer and create a rounded picture of what they are likely to want in their lives. Then provide it.\u00a0<\/span><\/p><h2><span style=\"font-weight: 400;\">Connection to the brand<\/span><\/h2><p><span style=\"font-weight: 400;\">Marketing theory has it that repeat customers tend to go on a journey of increasing brand connection.<\/span><\/p><p><span style=\"font-weight: 400;\">Admittedly, sometimes there may be a pre-existing connection. Perhaps that customer\u2019s relatives have always bought from you, and they\u2019re going to do the same. More likely however is that the customer grows to love the brand due to their experience of it.\u00a0 <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d3367b6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d3367b6\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-db8e6c2\" data-id=\"db8e6c2\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3254e87 elementor-widget elementor-widget-image\" data-id=\"3254e87\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"865\" height=\"648\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/08\/brand-love-curve.png\" class=\"attachment-large size-large wp-image-25541\" alt=\"brand love curve\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (thefinancialbrand.com)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e9158b0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e9158b0\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ca60909\" data-id=\"ca60909\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7ba3dab elementor-widget elementor-widget-text-editor\" data-id=\"7ba3dab\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The great thing about this is that the customer feels that they\u2019re taking an active choice in picking your company based on elements that mean something to them, and sticking with it. Brand loyalty then results. If a customer feels less manipulated, they will be more likely to be a happy individual and customer satisfaction will benefit.\u00a0<\/span><\/p><h3><strong>Emotional resonance<\/strong><\/h3><p><span style=\"font-weight: 400;\">There are many legs on which emotional resonance stands, perhaps the key one of which is trust. As we\u2019ve seen, trust is a prerequisite for a sale, and prolonged trust is necessary for a relationship. How do you go about enhancing trust, long-term? There are several ways to do this.<\/span><\/p><p>Display your trustworthiness<\/p><p><span style=\"font-weight: 400;\">Get those five-star reviews front and center. Make any awards you\u2019ve won nice and visible.\u00a0 It\u2019s often a case of retailing yourself first and foremost. It can be a beauty pageant out there sometimes, so pucker up and face the spotlight.<\/span><\/p><p>Experience counts<\/p><p><span style=\"font-weight: 400;\">Reviews and awards are great tools for telling new customers about just how you\u2019re safe to place trust in, but what about customers who have already used you? Your priority with them is to give them as good a customer experience now as the day they first came to you. This is down to great customer service, which can propel greater spending.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c6581d0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c6581d0\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9126044\" data-id=\"9126044\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e9cec17 elementor-widget elementor-widget-image\" data-id=\"e9cec17\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"855\" height=\"424\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/08\/customers-excellence.png\" class=\"attachment-large size-large wp-image-25542\" alt=\"customers excellence\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (superoffice.com)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ab463b5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ab463b5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-906da93\" data-id=\"906da93\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-35c29c1 elementor-widget elementor-widget-text-editor\" data-id=\"35c29c1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Whether you use customer experience management software or other means, it\u2019s quality and consistency of UX which will see you enjoy the results. Nothing can irritate current customers more than feeling like their loyalty is being taken for granted while the company prioritizes customer acquisition.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">A big part of nurturing an emotional resonance is creating the impression that the individual customer means everything to the business. We\u2019ve seen how customers tend not to like being ignored. Actually, this is where that personalization we talked about can really make an impact.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Make your communication with your clients plentiful but at the same time always make it relevant. You can enhance relevancy by finding out more about customers through means such as purchase history or the use of questionnaires.<\/span><\/p><p><span style=\"font-weight: 400;\">A case study demonstrates the importance of targeting. <\/span><a href=\"https:\/\/affise.com\/case_studies\/apricotsads\/\"><span style=\"font-weight: 400;\">AppricotAds<\/span><\/a><span style=\"font-weight: 400;\">, using the assistance of <\/span><a href=\"https:\/\/affise.com\/\"><span style=\"font-weight: 400;\">affise.com<\/span><\/a><span style=\"font-weight: 400;\">, set about smart targeting so that its output hit the right sector. Through this and other means, the company achieved a 58% increase in ROI.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">If the customer thinks you know them as an individual and your emails to them demonstrate this, the emotional resonance will grow and your figures will dramatically improve.\u00a0\u00a0<\/span><\/p><h3><strong>Ethical resonance<\/strong><\/h3><p><a href=\"https:\/\/planergy.com\/blog\/ethical-sourcing\/\"><span style=\"font-weight: 400;\">87% of customers<\/span><\/a><span style=\"font-weight: 400;\"> will buy a product for a company that advocated for an issue they care about. Ethical purchasing is huge, with a lot of consumers feeling that they can make more of a difference with their dollar than their vote. So, sometimes it makes sense to be very visibly ethical on matters of the environment.<\/span><\/p><p><span style=\"font-weight: 400;\">It\u2019s even been reported that matters of ethics are up to three times as important to a customer as matters of capability. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c3f7680 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c3f7680\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-cc698b4\" data-id=\"cc698b4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9690953 elementor-widget elementor-widget-image\" data-id=\"9690953\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"429\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/08\/ethical-resonance.png\" class=\"attachment-large size-large wp-image-25544\" alt=\"ethical resonance\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (about.ads.microsoft.com)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3374a95 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3374a95\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-18eed0a\" data-id=\"18eed0a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9805696 elementor-widget elementor-widget-text-editor\" data-id=\"9805696\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">However, be careful what you say. It\u2019s great to have a conscience but the more you tie your brand to it, the more likely you\u2019ll be to distance some members of your customer base.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Also, you may be trading long-term relationships for short-term gain. Should the issue your company supports shift in public perception, it could end up looking, at best, a little outdated. So, wise customer relationship management goes hand in hand with an ethical profile.\u00a0<\/span><\/p><h3><strong>Economical resonance<\/strong><\/h3><p><span style=\"font-weight: 400;\">It\u2019s always been this way: customers like economy. A company that prides itself on offering\u00a0 low-cost products or services will benefit from customer loyalty. Cut-price supermarkets and distributors are a good example of this. Customers at certain chains will often shop there, because of a perception, accurate or otherwise, that they get more donuts for their dollar there than at any other.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">So your messaging needs to be on the money, literally. A product will always be worth more to one individual than it is to another, but you can\u2019t escape market price, so always bear this in mind. Unless, of course, you have something else up your sleeve, like\u2026<\/span><\/p><h3><strong>Local resonance<\/strong><\/h3><p><span style=\"font-weight: 400;\">Sourcing of goods is gaining in popularity. With an eye on planetary protection and community invigoration, a lot of attention is being given to how local neighborhoods can get involved with these admirable aims.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">If you\u2019re an ecommerce company looking to effect a <\/span><a href=\"https:\/\/www.onlydomains.com\/domains\/New-Zealand\/.nz\"><span style=\"font-weight: 400;\">.nz domain<\/span><\/a><span style=\"font-weight: 400;\"> launch shortly, then the chances are this avenue will be all but closed to you if you\u2019re looking at generating local resonance in New Zealand. However, you can give it a try by working to have a community presence by getting involved in social efforts, clean-up campaigns, or kids\u2019 care among many other efforts.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">By using any of these resonance tactics, your relationship marketing strategy can derive huge benefits.\u00a0<\/span><\/p><h2><span style=\"font-weight: 400;\">Encourage community awareness<\/span><\/h2><p><span style=\"font-weight: 400;\">Your customer base forms a community that you can, with the right treatment, use to launch some very effective <\/span><a href=\"https:\/\/affise.com\/blog\/ecommerce-marketing-strategies-technologies\/\"><span style=\"font-weight: 400;\">marketing partnerships<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">It might be a somewhat far-flung community across several platforms, social groups, ages, and territories, but it\u2019s a community nevertheless, with at least one thing in common &#8211; your business. Your business is the hub around which this community is formed, which is a pretty nice place to be for a commercial concern wanting to grow.<\/span><\/p><p><span style=\"font-weight: 400;\">The most obvious way to connect your community of customers is via an online event. Getting people together, whether in person or online, can result in tremendous benefits in terms of idea generation and process improvement.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">You can treat it as a big focus group, to organize a product, loyalty program launch, or stage a competition with prizes and giveaways as incentives to take part. Give it a hashtag and that\u2019s a community insignia right there.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Importantly, once you\u2019ve got this community together and to recognize itself as a body with a degree of commonality, you need to listen to it. It\u2019s an unfortunate fact that most customer unhappiness goes unreported (<\/span><a href=\"https:\/\/www.customerthermometer.com\/downloads\/10_reasons_complaints_Art_Of_Feedback.pdf\"><span style=\"font-weight: 400;\">96% according to one study<\/span><\/a><span style=\"font-weight: 400;\">), and businesses carry on making the same mistakes as a result. So this represents a golden opportunity to get fulsome and honest customer feedback.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">And when they come up with the good stuff, act on it, and acknowledge where the idea came from. This will encourage others. Before you know it, your attempts at improving marketing relationships have resulted in a hotbed of ideation.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Crucially, don\u2019t treat your community of customers just as a guaranteed market to fling goods at. They\u2019ve taken the time and trouble to invest in you, so you should invest in them. It\u2019s good for you and it\u2019s good for them. That\u2019s a functional relationship for you.<\/span><\/p><p><span style=\"font-weight: 400;\">Having community brand ambassadors create UGC (user-generated content) to promote your brand is also a top marketing strategy. These sorts of <\/span><a href=\"https:\/\/affise.com\/blog\/benefits-of-ecommerce-partnerships\/\"><span style=\"font-weight: 400;\">marketing partnerships<\/span><\/a><span style=\"font-weight: 400;\"> are often free, they\u2019re usually fresh, and they\u2019re certainly effective.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-00f2466 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"00f2466\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-485063d\" data-id=\"485063d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-37c7c8f elementor-widget elementor-widget-image\" data-id=\"37c7c8f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"599\" height=\"337\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/08\/jukin-media.png\" class=\"attachment-large size-large wp-image-25545\" alt=\"jukin media\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (blog.hubspot.com)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1623e39 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1623e39\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e2b5f8a\" data-id=\"e2b5f8a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6689332 elementor-widget elementor-widget-text-editor\" data-id=\"6689332\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2><span style=\"font-weight: 400;\">And so it continues\u2026<\/span><\/h2><p><span style=\"font-weight: 400;\">The more you succeed at driving relationship marketing, the more your business is promoted by an army of unpaid marketers.<\/span><\/p><blockquote><p><i><span style=\"font-weight: 400;\">Customers who go home mad tell their story, whereas those who go home happy tell your story<\/span><\/i><span style=\"font-weight: 400;\"> &#8211; Jake Poore, Disney.\u00a0<\/span><\/p><\/blockquote><p><span style=\"font-weight: 400;\">Jake Poore\u2019s potent observation explains why a concentration on customer retention makes so much more sense than an overwhelming concentration on customer acquisition.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Customer retention actually encompasses the latter, in that your loyal customers encourage greater engagement in a state of self-perpetuation. Over the course of a well-managed long-term customer relationship, your business stands to profit significantly from this kind of peer-to-peer rapport.\u00a0<\/span><\/p><h2><span style=\"font-weight: 400;\">Conclusion<\/span><\/h2><p><span style=\"font-weight: 400;\">The good news about relationship marketing is that its principles are simple to incorporate, either bit by bit or by the whole <\/span><a href=\"https:\/\/affise.com\/blog\/affiliate-program-migration-how-to-migrate-to-affise\/\"><span style=\"font-weight: 400;\">platform migration<\/span><\/a><span style=\"font-weight: 400;\"> hog.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">As with a lot of business, it\u2019s the basics that count. And customer happiness is a basic, that needs nurturing. It\u2019s tempting sometimes to sit back and figure that if you sold to one person, you can do so again without any bother.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">However, this is thinking fit for fairytales and cartoons. In the real world, businesses need to take time to address customer needs and ensure customer success and satisfaction, otherwise, repeat business will not happen. In the real world, the ever-unfulfilled Wile E Coyote would have ditched Acme many \u201cmeep-meeps\u201d ago.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>\u2018Make a customer, not a sale\u2019 is the well-known advice from 70s retail doyenne Katherine Barchetti. Although, what this actually means is often lost in most business-to-consumer models. What it boils down to is this: when you conduct a transaction, make sure that the person you\u2019re selling to goes away happy with the experience, as [&hellip;]<\/p>\n","protected":false},"author":29,"featured_media":25766,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[1,167,51],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Drivers of Relationship Marketing: Build Loyalty &amp; LTV<\/title>\n<meta name=\"description\" content=\"Explore the top drivers of relationship marketing\u2014build trust, boost retention, and increase lifetime value through loyalty-focused strategies.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/affise.com\/blog\/drivers-of-relationship-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Drivers of Relationship Marketing: Build Loyalty &amp; 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