Dialogue marketing comes of age as way of targeting business
Published 27/10/2011 | 05:00
DIALOGUE marketing is a strategy used by companies to stay in constant touch with customers, partners and business allies.
An excellent example of this is when marketing companies make use of relevant data to target different groups of customers who are ideal prospects in buying their products or services.
The commitment of companies is very valuable to both the consumers and the companies involved. As data is gathered and collected, companies make efficient use of the information to provide the best products and services to their target consumers.
When consumers share their opinions, reviews, and preferences, they will receive bonuses and perks such as free product trials, discounts and a message of appreciation from the providing company.
For effective dialogue marketing, businesses and companies must have a complete understanding of their distinct values and how they affect their target consumers. Aside from focusing on their target consumers, they should also continue to innovate and attract new prospects.
Companies and businesses should be able to come up with new and innovative ideas to deliver their messages to the consumers.
In return, customers will continue to connect with companies and patronise their products or services. An important aspect of dialogue marketing is measurement.
With this, businesses and companies can keep track of their sales, and take note of whether they have reached or failed their target goals. This will also result in developing different strategies to maintain and improve the quality of their products or services.
Together with the recent advancements in technology, companies and businesses are making use of different media such as the web, social networking sites and other advertising strategies to communicate and engage with consumers. With this, referrals and brand royalty can easily be implemented.
When it comes to being cost effective, with dialogue marketing there are many available options that will allow companies to communicate with consumers. There are also many kinds of software that can be used to generate the desired output in engaging with consumers online and offline.
On the other hand, if a company does not acquire professional services for implementing dialogue marketing it can be a waste of time and financial resources when one is not knowledgeable in selecting the right kinds of tools and implementing these to achieve the desired output.
For those who want to outsource, software called Co-Browsing is one of the most popular programmes being used by companies.
This allows customer-care experts to interact with their clients easily as they can view their screens in a real-time format.
With this, help and support can be offered immediately. Assisting customers can now be done more conveniently and effectively.
Another kind of software that is used for dialogue marketing is called Voice Biometrics.
With this, the identity of a customer can be authorised easily, and it is more reliable than any other authentication process.
Other software includes video biometrics, mobile and internet-based applications and many others.
Once a business or company has established an understanding of its core values and has determined its target consumers, it will now be able to deliver its messages and assess its efficacy with various types of customers.
Depending on the type of product or service, the effectiveness of its strategy can be determined in many ways.
Tara Dalrymple is the founder of Busy Lizzie lifestyle management