| The perfect message at the perfect moment. | |
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MedLine Citation:
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PMID: 16299965 Owner: NLM Status: MEDLINE |
Abstract/OtherAbstract:
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Marketers planning promotional campaigns ask questions to boost the odds that the messages will be accepted: Who should receive each message? What should be its content? How should we deliver it? The one question they rarely ask is, when should we deliver it? That's too bad, because in marketing, timing is arguably the most important variable of all. Indeed, there are moments in a customer's relationship with a business when she wants to communicate with that business because something has changed. If the company contacts her with the right message in the right format at the right time, there's a good chance of a warm reception. 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. Thus, dialogue marketing responds to each transition in that relationship at the moment the customer requires attention. Turning a traditional marketing strategy into a dialogue-marketing program is a straightforward matter. 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, it may provide the solid new footing that Madison Avenue seeks. |
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Authors:
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Kirthi Kalyanam; Monte Zweben |
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Publication Detail:
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Type: Journal Article |
Journal Detail:
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Title: Harvard business review Volume: 83 ISSN: 0017-8012 ISO Abbreviation: Harv Bus Rev Publication Date: 2005 Nov |
Date Detail:
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Created Date: 2005-11-22 Completed Date: 2005-12-19 Revised Date: - |
Medline Journal Info:
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Nlm Unique ID: 9875796 Medline TA: Harv Bus Rev Country: United States |
Other Details:
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Languages: eng Pagination: 112-20, 168 Citation Subset: H |
Affiliation:
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Internet Retailing, Retail Management Institute, Santa Clara University, California, USA. kkalyanam@scu.edu |
Export Citation:
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| MeSH Terms | |
Descriptor/Qualifier:
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Commerce Consumer Satisfaction* Marketing / methods* Persuasive Communication* United States |
From MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine
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