The effects of digital marketing on customer relationships

الملخص EN

Digital marketing has fostered the growth of trusting relationships between consumer and brand, making it an increasingly important medium to utilize in order to maximize brand loyalty.

With the possibilities to reduce costs, reach larger and new audiences, personalize, interact, and serve customers better marketers are learning how to utilize digital channels, like the Internet, email, mobile phones and digital television.

The possibility to use digital channels for building customer relationships and long-term loyalty has recently gained rising attention.

In this article we have focused and described a theory for understanding how digital marketing affects customer relationships to a brand.

Besides, this study shows that how customers gained power in their relationships with brands.

It also shows the factors that are working behind to make the customers loyal to the brand and have a positive attitude toward to brand.

It also discusses about the differences of traditional marketing and digital marketing and the changes brought by digital marketing in brands relationship marketing.

Lastly, it shows what customers really want brands to do on digital media and their valuable feedback to the brands