In recent years companies are increasingly focusing on relational marketing, moving attention from simple transactions to tailored experiences for each customer. The customer himself is no longer seen as a number, but as an individual with unique tastes and needs to satisfy.
This trend, accelerated by technology and data, has transformed the way brands communicate and trust, with a boom of customization that in 2025 is considered essential to compete on the market. According to digital marketing forecasts, AI-driven hyper-personality is among the main levers to stand out in a saturated market, where consumers reward those who really know them
In this article we analyze the origins of relational marketing and the achievements achieved so far, with a forecast of what could happen in the future.
Le origini dell’evoluzione digitale
The origins of this very rapid evolution can be traced back to the last five years, when big data, AI and CRM have allowed to analyze behaviors and preferences in real time, making it possible to offer hyper-personalized content.
According to recent studies, 71% of consumers expect tailor-made interactions, and 76% frustrate when they do not receive them, pushing companies to invest in strategies that create lasting emotional ties.
In online gaming, another growing sector and always aligned with trends, this results in platforms that adapt games, notifications and rewards to user profiles, increasing involvement: For example, algorithms that offer favorite thematic slots or bonuses calibrated on gaming habits, transforming random sessions into engaging and faithful experiences
Differenze con il marketing transazionale
The difference between relational marketing and transactional marketing is clear: The latter aims at fast and one-shot sales, ignoring post-purchase, while relational marketing cultivates long-term relationships based on trust and mutual value.
The online gaming industry, for example, has made its fortune in the early days thanks to transational marketing strategies: just consult a guide on free spins or one of the many other offers that are promoted every month by the gaming platforms to realize it.
But today things seem to be changed and being at the center are no longer bonuses and offers, but the customer and the customization of his online gaming experience, with algorithms that suggest favorite slots or tournaments tailored, integrating gamification for a continuous engagement. This also adds the growth of communities and comparison sites, which contribute to creating an environment, even at a distance, where we compare and recommend.
I risultati positivi del marketing relazionale
The success of relational marketing lies in its concrete results: a small increase of 5% in loyalty can boost profits from 25% to 95%, as evidenced by Bain & Company, thanks to lower costs than the acquisition of new customers, which are from 6 to 7 times higher. McKinsey confirms that customization can increase revenues by 10-15%, improving customer engagement, conversions and lifetime value while reducing churn, providing proactive and relevant experiences.
Companies like Amazon and Starbucks excel in this specific sector, using AI for precise recommendations that make the user feel at the center, transforming sporadic purchases into consolidated habits. This approach also allowed Amazon to be among the most popular retail media brands. According to data, in 2025 Amazon will earn $60.6 billion advertising, becoming one of the platforms that dominate the investment market in digital marketing.
Sfide e benefici futuri
Relationship marketing, like all transformations, is not without challenges, such as scalability of personalization and privacy concerns, but benefits exceed obstacles: 82% of consumers choose brands for personalized experiences, and companies that focus on this grow twice as fast in revenues.
With AI predictive and dynamic content, relational marketing will become invisible but ubiquitous, defining the future of companies that want to really loyalty. The transition to use of AI is also essential for other sectors: for example, AI in Health and predictive technologies are being tested to limit faults and malfunctions to industrial machinery.
The use of these technologies will therefore be crucial both for customer loyalty, but also for improving the quality of services and the productive aspects of many industrial sectors.
