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Dialogue marketing emerged in the early 2000s as companies engaged willing consumers in an ongoing dialogue to create lasting relationships.〔Geller, Masha (2003). "Nestlé Waters Implements Dialogue Marketing Solution", ''Online Media Daily'', August 4, 2004.〕 For example, based on data, marketers invite groups of likely consumers to connect with the company. The engagement 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 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 messaging from the company.〔Loveman, Gary (2003). "Diamonds in the Data Mine", ''Harvard Business Review'', May, 2003〕 To succeed, dialogue marketing 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 relations and 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 both an efficient and effective means of spending their marketing dollars. In focusing marketing efforts on those individuals who are already open to engagement and creating opportunities for them to connect on their terms, businesses increase brand loyalty, referrals, cross-sales and repeat business.〔Kalyanam, Kirthi and Monte Zweben (2005). "The Perfect Message at the Perfect Moment", ''Harvard Business Review'', November, 2005.〕 == History of Dialogue Marketing == Dialogue marketing can track its roots to permission marketing〔Godin, Seth (1999). ''Permission Marketing: Turning Strangers Into Friends And Friends Into Customers'', Simon & Schuster.〕 and relationship marketing, and is similar to engagement marketing and double loop marketing. A direct reaction to traditional push marketing, the goal of dialogue marketing is to develop ongoing and long-lasting relationships with the right consumers. Dialogue marketing is based on the premise that engaging consumers in relevant and personal conversations is more important than ever. As technology arms consumers with new ways to ignore messaging, disconnect from branding and disengage from the marketplace altogether; marketers believe that connecting on a personal level with consumers who do or will buy because the company resonates with them helps companies differentiate themselves and stand out as leaders in the marketplace. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Dialogue marketing」の詳細全文を読む スポンサード リンク
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