Article

Greta Paa-kerner
Greta Paa-kerner 13 October 2015
Categories Data & Analytics

When Relationship Marketing Becomes Prickly

Grönroos is a surname that you may or may not have heard of, but you will undoubtedly be familiar with his theory of relationship marketing.

Grönroos is a surname that you may or may not have heard of, but you will undoubtedly be familiar with his theory – the theory of relationship marketing.



In today’s marketing environment, Grönroos is more relevant than ever as relationship marketing is at the heart of what a brand does, particularly online. However, as with any relationship, there are courtship norms that must be followed or else, frankly, it just gets weird. Digital courtship is no different and brands must engage with their audience by walking a fine line between personalisation and the “creep factor”. We all know that creepy feeling, when a brand knows just a little too much about us and we feel a bit unsettled.

Marketing Is A Continuous Relationship

Firstly, it’s important to understand the important contribution that Christian Grönroos, the Finnish academic, made to developing a service quality model. Although his exploration concerning the relationship between service and quality predated wide use of the Internet, he laid forth the idea that the relationship marketing develops with an audience requires on-going maintenance and the reward is repeated purchases (Grönroos, 1980). Marketing is continuous in nature (Grönroos, 1984) as is the relationship that a brand will form with its clientele. Provided that the relationship is well maintained, this affinity should endure over time.

This theory of forming a relationship between consumer and brand was ground-breaking at the time, but is now common practice in the age of big data and digital marketing. By the very nature of living in an always-on environment, there is not only an acceptance, but also an expectation that a brand should understand their consumer and interact with them in a meaningful way. But this contract is two sided, most consumers generally accept the use of their data if it is intended to benignly improve their online experience and their relationship with a brand.

Personalisation Drives Courtship To The Next Level

Personalisation is a natural extension of the relationship-marketing paradigm. According to an Accenture Personalisation Survey conducted this past Spring, US consumers welcome personalisation in the following online situations:

  • Website optimised by device (desktop, tablet, mobile) (64% responded favourably)

  • Promotional offers for items the customer is strongly considering and an intuitive website for browsing before purchase (59%)

  • Price comparison capabilities (59%)

According to the survey, almost half (48%) are receptive to the idea of receiving reminders to re-order items that may have run out. As it is relevant and is based on intent, it is not SPAM in the eyes of the consumer.

And Accenture isn’t the only organisation tuning in on what consumers will allow. According to a recent
Global Loyalty Lens report produced by analytics company Aimia, more than half (55%) of the 20,000 consumers surveyed said they would share their personal information to get better offers and rewards. They found that more than 80% of consumers in the 11 markets they studied were open to sharing personal information such as their names, email addresses and nationalities with brands. Additionally, 70% will share their dates of birth, hobbies and occupations too.

When The Situation Turns Creepy

As with any healthy relationship, there is a give and a take and consumers are expecting the brand to use their information in a meaningful way. The situation breaks down if marketing gets too personal in an irrelevant way, it just gets creepy.

Again, citing the
Accenture Personalisation Survey, only 20% of US consumers want retailers to know their current location and a mere 14% want to share their browsing history.

Consumers don’t like retailers to get too personal, there is a line that a brand can cross. Referring to the
Accenture Personalisation Survey, the following activities were frowned upon by consumers:

  • Retailers suggesting not to buy items online outside their budget

  • Mass retailers and grocery stores advising them not to buy items outside of their dietary restrictions

  • Store associates who can provide recommendations based upon their family health issues

  • Retailers giving them feedback from their friends online

Why does this happen? The data-driven marketing company Teradata describes it well (and uses humour too) in their video about "Avoiding the Creep Factor".



According to Teradata, brands must not confuse “context” with “relevance”. In their example, the consumer conducted research for a school project, which had nothing to do with intent to buy. The brand then took this data and began targeting the consumer with irrelevant products based on that school project research. When the context doesn’t match the customer needs, the relationship break down.

As a best practice, brands should be clear about how they use personal data. Just because a company can do it, doesn’t mean that they should.

In summary, access to wider data requires more restraint and a greater sense of responsibility by organisations. Companies must decide whether they are providing their consumers with a value rich experience or whether they are just overusing personal data. Relationships can be strengthened or broken on this factor.

Greta Paa-Kerner is a digital strategy consultant and a senior lecturer at Bucks Business School. Visit her website at
www.ganduxer.com for more details.

Original Article

Read More On Digital Doughnut

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
The Difference Between AI and Machine Learning

The Difference Between AI and Machine Learning

Artificial Intelligence (AI) and Machine Learning used to be heard when the topic was Big Data Analytics – and maybe in some sci-fi movies- before; but now it is impossible to ignore them with the self-driving cars, knowledge navigators...

Asena Atilla Saunders
Asena Atilla Saunders 15 June 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
How To Write Content That’s Easy To Localize

How To Write Content That’s Easy To Localize

Do you want to know how to reduce costs and get to market faster? Write content that's easy to localize!

David Ost
David Ost 15 June 2017
Read more
How To Master Localized SEO

How To Master Localized SEO

When you’re rolling out different language versions of your website, ignore localized SEO at your peril. Failing to consider local keywords, backlinks and social media could cost you valuable site visitors. You’re investing a lot of marketing budget in reaching out to new clients. But fail to get eyes on your website and your efforts will be in vain.

David Ost
David Ost 14 June 2017
Read more