Advertisers arranging marketing campaigns make inquiries to support the chances that the messages will be acknowledged: Who is the intended recipient? What ought to be its substance? What distribution channel and method should be used? When promoting, timing is ostensibly the most critical variable of all. To be sure, there are times when individuals need to communicate quickly with a business because they experience unexpected changes. In these circumstances, if the company response in a timely manner, there is a good chance the company will receive a welcomed response from the customer. The question of "when" can be answered by a new computer-based model called "dialogue marketing, which is, to date, the highest rung on an evolutionary ladder that ascends from database marketing to relationship marketing to one-to-one marketing. Its principle advantages over older approaches are that it is completely interactive, exploits many communication channels, and is "relationship aware": that is, it continuously tracks every nuance of the customer's interaction with the business. As a result, experts contend that dialogue marketing serves an important role because it responds to each transition in that relationship at the moment the customer requires attention.
Argues that it is relatively easy to convert a traditional marketing strategy into a dialogue marketing campaign. Here are a few thing the authors suggests: “Begin by identifying the batch communications you make with customers, then ask yourself what events could trigger those communications to make them more timely. Add a question or call to action to each message and prepare a different treatment or response for each possible answer. Finally, create a series of increasingly urgent calls to action that kick in if the question or call to action goes unanswered by the customer. As dialogue marketing proliferates,