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. Then I provide information, with the expectation that any details I reveal about myself will be protected and ultimately used to provide better products, services, and a better overall shopping experience. Protecting my privacy is the most important thing a company can do to help ME and make me a loyal customer. Companies must protect my data as if it is their own. Selling my data to third parties violates my trust in the company and in many cases severs a budding dialogue.