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. So companies that practice dialogue marketing must, by definition, also practice permission marketing.
Dialogue marketing is also different from data-base marketing.
Crunching demographic, psychographic, and technographic data to pigeonhole a customer does not create an effective environment for sharing and communicating with customers. Dialogue marketing is polite marketing. It allows ME to ask questions first, provide information about myself and then allows you, the company, to respond in an ap- propriate manner. To be really effective in a Web environment, this process has to be able to put ME directly in touch with a live salesperson from any contact point-over the phone, at a store, or on the Web. Although the equation is somewhat unclear, vendors are starting to put the pieces together by extending the functionality of their analysis and reporting functions to include campaign management functionality and adding mechanisms that can create and track customer interaction.