Marketing relationships: why connecting and staying connected matters

Customers I often write about the importance of valuable relationships on this blog. Some people don’t understand that I even focus on the relational aspect of email marketing and other marketing techniques that are often seen as pure direct marketing.

Make no mistake, however, this blog is about marketing and while I strongly believe in being authentic, conversational and ‘open’, I am not naïve.

Marketing is about results and I still have to find the first company that spend marketing budgets to be simply nice.

However, while corporate sharks and die-hard marketers will tell you that being nice does not work when it comes to making money, the truth is that it is effective.

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