Wat is Dialoog Marketing?

25 10 2009

De laatste tijd vragen veel mensen mij wat nu eigenlijk Dialoog Marketing is. En prima omschrijving vind ik altijd de volgende:

Dialogue marketing is a term that has emerged in recent years to describe companies’ efforts to engage willing consumers in an ongoing dialogue to create lasting relationships. For example, based on data, marketers target groups of consumers who exhibit a propensity to buy and invite them to connect with the company in a variety of ways. The engagement process provides value to both the consumer and the company.

Marketers use these opportunities as automated data collection points. The companies use the data to further customize their marketing messages 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, and free trials as well as appropriate and valuable messaging from the company.
(bron: Wikipedia)

Hilarische video over de relatie tussen adverteerder en consument

Geïnteresseerd om Dialoog marketing te implementeren? Hier volgen vier stappen die essentieel zijn om te doorlopen:

(1) Brand
Companies who know who they are and who their customers are find themselves better positioned to share and connect with their target audience. Dialogue marketing helps businesses appreciate their self-worth and commit to establishing and developing relationships with those consumers and customers who appreciate their unique value.

(2) Strategize
With a clear understanding of themselves and their intended audience, companies 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. Dialogue marketing provides companies with access to the necessary data and the tools and resources to strategize a successful plan that fits their mold.

(3) Engage
Dialogue Marketing uses a combination of traditional and technological efforts to reach customers, invite them to connect, foster ongoing relationships and forge new ones.

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 at specific times and deliver them via a variety of means – from direct mail to email. The consumer’s response or lack of a response to specific messages triggers additional invitations, requests, reminders or suggestions designed 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.

(4) Measure
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, relevant and connected to the right consumers – the ones who buy from them.

>> Neem gerust contact op om eens te sparren hoe dit voor uw organisatie eruit kan zien.



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