Dialogue marketing
Dialogue marketing is a form of direct marketing that, in contrast to other unspecific advertising , such as outdoor advertising , offers products and services specifically tailored to the interests of the (potential) customer and is essentially based on the evaluation and deepening of existing and / or past customer relationships or new ones builds up. This raises the "dialogue" of the company with the customer at the center. Due to very specific target group definition dialog marketing is closely related to the mainly in the Internet spread Micromarketing related.
Structure of dialogue marketing
Dialog marketing instruments are mainly telephone , written or electronic contacts, for example after purchasing a product from the manufacturer concerned, in order to advertise potentially interesting products on the one hand and to obtain further information about the customer and his satisfaction with the product on the other. The majority of these customer contacts are handled by call centers .
An essential part of dialogue marketing are extensive databases with personal data of the target persons, which are supplemented with additional information with each purchase and evaluated using data mining methods. A large part of the data on the purchasing behavior of these people is recorded via electronic customer loyalty systems such as Payback or DeutschlandCard when shopping and is stored centrally.