Exploring The Impact of Cutting-Edge Information and Communications Technology on Relational Marketing Strategies

Abstract

This research aims to assess the profound impact of emerging information and communication technologies (NICTs) on the domain of relational marketing, a sector experiencing rapid evolution within the digital era. The study commences with a meticulous examination of the transformative shifts in consumer behavior and preferences, prominently influenced by the ascendancy of digital technologies such as social media, mobile platforms, and data analytics. This paradigm shift signifies a nuanced departure from traditional transactional marketing towards a more relational marketing paradigm, a distinction that, upon closer scrutiny, reveals its substantial relevance. Behind the veneer of seemingly inconspicuous changes lies a fundamental restructuring of marketing approaches. Transactional marketing, a prominent strategy for numerous businesses and organizations, is characterized by its emphasis on immediate transactions. It represents an approach where customers peruse a variety of goods on a website and proceed to make purchases, an operational model that the business actively encourages. This study seeks to unravel the intricacies of this transformative process and shed light on its implications for contemporary marketing strategies.