Marketing dialogue

Dialogue Marketing Emerged in the early 2000s as companies engaged willing Consumers in year Ongoing dialogue to create lasting relationships . [1] For example, based on data, marketers invites groups of consumers to connect with the company. The commitment process provides value to both the consumer and the company. Marketers use these opportunities as data collection points. The companies use the data to further their marketingmessages and personalize the experience for their consumers and market segments. In exchange for sharing opinions, buying patterns , product preferences , etc., consumers receive perks such as discounts, tips, andfree trialsas well as appropriate messaging from the company. [2]

To succeed, marketing dialogue requires that businesses understand their unique value and how it impacts consumers; identify their key customers and prospective customers; develop the appropriate messages and methods to engage them; implement a plan to reach out and connect with the right consumers, and to foster relationships with them. Measurement is a key component of dialogue marketing as it helps businesses track and measure their marketing and sales successes and failures and refine their strategy based on the feedback received. Comprising four essential stages , dialogue marketing integrates advertising , public relationsand marketing into one strategy. Vendors include advertising agencies, marketing and branding companies, digital printers, data specialists, social media experts and loyalty and referral program designers.

Combining traditional methods of advertising with technological Advancements Such As Web 2.0 , social media , personalized microsites, variable data printing and blogs , marketers-have found That dialogue marketing is an efficient and effective Both moyen de Their spending marketing dollars. In focus marketing efforts on those individuals who are already open to engagement and creating opportunities for them to connect with them, businesses increase brand loyalty, referrals, cross-sales and repeat business. [3]

History of Dialogue Marketing

Marketing dialogue can track its roots to marketing permission [4] and relationship marketing , and is similar to marketing engagement and double loop marketing . A direct response to traditional push marketing , the goal of dialogue marketing is to develop and sustain long-lasting relationships with the right consumers.

Marketing dialogue is based on the premise that consumers are more important than ever. As technology arms consumers with new ways to ignore messaging, disconnect from branding and disengage from the marketplace altogether; marketers who believe that they will be able to compete in the marketplace.

The Dialogue Marketing Process

Marketing dialogue is a four-stage process designed to help companies develop long-lasting and mutually beneficial relationships with customers.


Companies who know who they are and who their customers are likely to find and share with their target audience. [1] Marketing dialogue helps them appreciate their self-worth and commit to establishing their relationship with customers.


With a clear understanding of themselves and their intended audience, they are able to develop clear messages and determine effective methods of engagement. Their strategy and tactical efforts are driven by their particular brand and the wants, needs and personality of their target markets. Strategies for a successful business plan that fits their mold.


Marketing dialogue uses a combination of traditional and new technologies to reach customers, invites them to connect, and promotes new relationships. Marketers are the only ones who are not only efficient and effective but sustainable and measurable.

On a company’s customer profile, marketers can use advertising, advertising, or advertising.

Dialogue marketers use automated systems to gather, store and track consumer data, such as communications preferences, product and service interests, demographics, technographics and other details. In addition, the dialogue marketing process implements an automated nurturing program to personalize messages, send them to specific times and deliver them via a variety of means – from direct mail to email. Additional invitations, requests, reminders or suggestions with the individual in mind. The same nurturing system can be integrated with loyalty and referral programs as well as up-sell and cross-sell promotions that are both relevant and timely. [5]


The dialogue marketing system is designed to track, measure and analyze results, nailing down the ever-elusive connection between sales and marketing by determining what’s working and what’s not. With this data, businesses can quickly change messaging, shift market focus, and re-brand their products to continually stay valuable, falling and connected to the right consumers – the ones who buy from them.


  1. ^ Jump up to:b Geller Masha (2003). ” Nestlé Waters Implements Dialogue Marketing Solution”, Online Media Daily , August 4, 2004.
  2. Jump up^ Loveman, Gary (2003). “Diamonds in the Data Mine”,Harvard Business Review, May, 2003
  3. Jump up^ Kalyanam, Kirthi and Monte Zweben (2005). “Perfect Message at the Perfect Moment”,Harvard Business Review, November, 2005.
  4. Jump up^ Godin, Seth (1999). Permission Marketing: Turning Strangers Into Friends And Friends Into Customers, Simon & Schuster.
  5. Jump up^ Moriarty, Rowland T. Gordon S. Swartz (1989). “Automation to Boost Sales and Marketing”,Harvard Business Review, January-February, 1989.