Transactional Marketing

I think we can get lost behind our screens. Sometimes even behind our work. When people build digital businesses they can often forget that on both sides of each transaction is still... people. Wonderful people.

People love people. They love to build lasting relationships with them. A connection. They love to be seen, heard and most importantly, understood. The strongest internet businesses are ones that facilitate this. Social networks.

But digital businesses still focus on transactional marketing and offers to their customers. 10% discount code, cyber manic Monday sale, 10th coffee free. It all says that we, the business, will reward you, the customer with more of the same if you stay with us.

Yet, when I walk into my favourite Coffeeangel coffee shop in Dublin, they say "Hey Brian". They know my order, they ask about my day and I ask about theres. When I pass their baristas on the street outside of the shop, we say hi! I don't need a discount code or a 10th free coffee to stay loyal to that business. I have a relationship that makes me feel that they really value my custom. I feel like they really care about who they hire. That they really care about their business. That's something I want to support.

Brian Chesky of Airbnb was famously told at Y Combinator to go knocking on the doors of their first customers in New York to build rapport and get to know the people trialling the service.

Perhaps its time to step away from the cost per acquisition of new customers or the churn rates and lean further into building deep meaningful relationships with your customers.