Return to conversational marketing.doc

 PAGE \* MERGEFORMAT 13 Return to conversational marketing Before the arrival of mass communication, the sale is face to face, often based on a simple handshake to an end. The marketing was mainly through a series of processes to be completed, in the process, buyers and sellers rely on a lot of the dialogue (sometimes up to several years) to establish its credibility. In other words, the business is the dialogue. With the emergence of radio and television, with the customer’s dialogue is in the form of a series with the radio to different target groups and messages sent monologue replaced by these methods are not for every customer. Today, technology makes on the basis of large-scale amp;quot;message and responseamp;quot; type of interactive as possible, but also once again a dialogue with customers. Use the telephone service centers and direct mail (print and version) way, enterprises can dialogue with customers individually to understand them. More importantly, the technology is helping businesses take advantage of an interactive process to obtain the knowledge, contacts for the future for possible one to one. Consumers are always the experience of the past linked with the consumption behavior, but the companies can not. For example, enterprises already have a credit card customer re-selling, how long more appropriate? Enterprise and customer quality of the dialogue not by a discussion of the capabilities (such as through call centers) or a dialogue (as in a general direct marketing activities) can be solved, but by integrating all aspects of contact with customers and use The knowledge acquired to advance the ability to set the direction for the future to communicate the decision. The company, the dialogue is a relationship mechanism - which means that the core of the marketing process from the mass media era of targeted marketing to dialogue marketing shift. Some enterprises in the dialogue has been ahead of marketing, such as Harrah’s Casino on the us