Use of information technologies in relationship marketing and contextual marketing strategies

As change and development have began to characterize all areas of life in contemporary world, businesses have began to move from traditional marketing approaches to relationship marketing which is a customer based approach. To improve the known potential benefits, increase application efficiency and reduce costs of relationship marketing implementation, employment of information technologies is seen as a key success factor and a driver of new strategies. One of these strategies is contextual marketing strategy. Contextual marketing strategy is one of the strategies which forms the implementation aspect of relationship marketing.The principle purpose of this study is to analyze positive effects of contextual marketing strategy in establishing long term customer relations and customer retention. Secondary purposes related to this primary purpose is to determine the effects of Formdakal website, which was created in a contextual marketing strategy for Eti Form product line, in establishing interaction and communications with customers and value creation.A web based questionnaire was created for customers who use and are members of Formdakal Web site of Business which uses a contextual marketing strategy. The data necessary for the study was obtained through this questionnaire. The obtained data was analyzed using pertinent statistical analysis techniques.Findings of the research illustrate positive relationship between contextual marketing strategies and customer retention, establishment of long term relationships, customer value creation, establishment of interaction and communications.Keywords: Relationship Marketing, Contextual Marketing, Information Technologies, Internet