Dialogue marketing

Dialogue Marketing is a form of direct marketing, which offers, in contrast to other non-specific advertising, for example, outdoor advertising, specifically tailored to the interests of (potential) customers products and services and thereby significantly based on the evaluation and strengthening of existing and / or past client relationships or new builds. This raises the " dialogue " of the company with the customer at the center. Due to the very specific target group definition dialog marketing is closely related to the mainly used in the Internet Marketing Micro.

Structure of dialogue marketing

Instruments of dialogue marketing are mainly telephone, written or electronic contacts, for example, after purchasing a product from the third party to advertise on this path one hand potentially interesting products and also to get more information about the customer and their satisfaction with the product. The majority of these customer contacts is handled by call centers.

An essential part of dialogue marketing are extensive databases containing personal data of the target people, complemented with any purchase for more information and evaluated with the methods of data mining. Much of the data on the purchasing behavior of these individuals is recognized over electronic systems such as customer loyalty or Germany Payback card when shopping and stored centrally.