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The Digital Dialogue of Direct Marketing by Mind Map: The Digital Dialogue of
Direct Marketing
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The Digital Dialogue of Direct Marketing

The needs for dialogue




...and sometime Silence

What is the dialogue of a customer?

Today, the customer is connected to multiple media touch points.

The direction of communication is no longer one way. Broadcast is out.

The overwhelming number of channels presents a need to harness a coordinated dialogue.

What about many customers?

A one-size fits all approach is no longer viable

Customers expect individualisation in their marketing messages

The catalyst for customer loyalty is right time, right place, personalised communications

Data as a valuable asset

A cherished email address, phone number or twitter handle must be earned, respected and valued

The how and when you send the right marketing message to these channels determine strength of response and loyalty of custommer

You are only ever one poorly targeted email away from 'Unsubscribe'. Eliminate risk with insight

What can I do with all this data?

Listening to a conversation gives you more opportunities to respond in a sensitve manner and build a customer profile

Broadcasting a single message to ALL can be damaging - crafting content based on the user profile is key

Delivering the right message at the wrong time can create a missed opportunity

Dialogue is the means by which customer loyalty is secured long-term and generates further relevant data

Opportunities for dialogue

Dialogue shaped by the customer expressing their preferences to an organisation:

An opt-in to communication channel(s)

Choice of product

Dialogue will be supported by the business:

With a timely response

Relevant product offering

Special offer

The evolution of Direct Marketing

Traditionally, Direct Marketers have kept clear of "technology the distraction"

...this is no longer viable as consumers use "technology the enabler" to drive and inform choice - be this through price comparison websites, barcode scanning mobile apps, product reviews or voucher codes

Useful Links

Occam DM


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