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Account Marketing

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Account marketing is one that focuses on conducting marketing activities with frequent clients or accounts and that make up a portfolio. Therefore, it's based on the frequency and maintenance of a series of marketing actions over a lasting period of time.

As each company has its needs and targets a specific segment of consumers, account marketing is shaped as a model more focused on a certain segment. This contrasts with mass marketing, aimed at campaigns aimed at the general public, zero segmentation and low costs.

Other ways of knowing this concept is as key account marketing or as Account Based Marketing (ABM) by its name in English. By its nature this model is related to B2B practices.

Those companies that hire marketing services to send their messages to the market or to their potential audience are called accounts.

Main feature of account marketing

The fundamental pillar of this concept is based on the idea that a marketing action is composed of a design and a message appropriate to a single account in particular, which has been previously analyzed and mediated.

In the face of an increasingly concentrated market with a higher level of competition, a more personalized approach is necessary in terms of advertising and the search for customers or consumers. This personalization isn't limited to an initial campaign, but to a close offer-demand relationship through constant feedback through social networks, points of sale, mailing and other channels that help maintain this level of personalization and attention.

That said, the main negative aspect of this type of actions is its high cost, since the specialization of the message implies higher costs than in the massive model, as well as significant investments in the study and monitoring of the market and consumer behaviors and signatures

Purpose of account marketing

Each time there has been a greater cohesion in companies when it comes to launching marketing and sales actions, due to the need to create very specific content. With account marketing, the main idea is the design of campaigns with a very high degree of specialization, in view of its greater impact on the market to achieve greater sales and profits.

Evolution of account marketing

In the current panorama of constant technological changes and customs in the consumer, companies find it essential to carry out better campaigns with the idea of ​​achieving personalized impacts that attract the attention of a spectrum of increasingly better informed consumers.

The importance of social networks and the development of smartphone applications has helped the proliferation of new personalized marketing methods. Account marketing must therefore go hand in hand with innovation both technologically and conceptually in a changing environment.


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