What is the relationship era of marketing?

The Relationship Era is the latest period in marketing's ongoing evolution. It is an era where successful marketing looks and feels different than what consumers, observers and practitioners have experienced over the last several decades. The shift to a Relationship Era approach suggests a decreasing reliance on the traditional use of mass media to influence and persuade a passive audience to buy more of whatever the marketer is trying to sell. Relationship Era marketers embrace approaches that build stronger relationships between their brands and people.

This is a movement that is fueled by engagement. Mutual trust between brands and people is a critical component of relationship-building. But, brands today must build both trust and transactions if they want to endure and thrive now and in the years to come.

For more information, read: Can't Buy Me Like or Winning in the Relationship Era: A New Model for Marketing Success.