Personalization will aid in providing convenience and premium service to the customer to engender customer satisfaction and loyalty. Obviously the first step in building a relationship involves interacting. Creating a dialogue with a customer enables interaction. Personalization can facilitate dialogue marketing. The term dialogue marketing has become yet another buzzword in marketing circles.
Dialogue marketing provides mechanisms for two-way communication between a customer and the company.
Marketing efforts focus on providing personalized offers and services to the end customer and, most importantly, on providing direct mechanisms for the customer to actively engage in communicate a response to the company's offer. But dialogue marketing is not like frequency marketing or other poorly implemented direct marketing efforts that barrage the shopper with dozens of offers. Dialogue marketing is not like frequency marketing or other poorly implemented direct marketing efforts that barrage the shopper with dozens of offers. Dialogue marketing is inherently permission-based. As a customer or shopper, I opt in to gain personalized marketing and services.