Conversational marketing

Conversational Marketing arose as a current buzz phrase after the [http://www.cluetrain.com/ Cluetrain Manifesto] , the first thesis of which is 'All markets are conversations'.

Conversational Marketing is the engagement of social media by a corporation to promote their product or brand. It differs from traditional forms of "customer touch" because the company may enter into an online dialogue which is stored publicly in a forum or blog. The company may also take the conversation offline. As of September 2007, it seems to be a Buzzword in marketing and Customer relationship management. The idea is to break down the common assumption that marketing involves the broadcasting of information from a marketer to an audience, and replace it with something more interactive. As said above, this idea has appeared in Cluetrain Manifesto. Online PR guru Shel Israel, co-author of Naked Conversations, writes in 2004 that,

"Conversational Marketing is nothing new. It’s basically the concept that people respond better to lowered voices spoken in credible tones than they do to the aggressive in-your-face marketing speak as is evidences in everything from TV ads to the pap-lingo of so many website. If common sense prevailed, marketers would understand that simply conversing with customers, prospects, partners, investors and employees is more effective. People listen better and longer when you just talk to them and listen back. All too often professional marketers lose their credibility by hyperbole, hubris and amplification. It seems to me self evident that just talking with people is more effective than shouting and repeating yourself as if your audience was comprised of deaf idiots."

[http://seems2shel.typepad.com/itseemstome/2004/10/conversational_.html]

But Conversational Marketing is more than that. The internet makes it possible to actually watch customer behavior, and respond accordingly, in a far shorter timespan than in other media. Internet Marketing can now truly be a conversation, where organizations invite customers to learn about them, observe whether they get a positive response, and adjust accordingly.

One book and blog on this aspect of the topic is [http://www.conversationmarketing.com Conversation Marketing] .

[http://mavherickmindblog.com]

Another resource is the [http://www.conversationalmarketingcredo.com Conversational Marketing Credo] written by brand strategist Liz Pabon. While Conversational Marketing is not new, far too many marketers are unable to make the shift from in-your-face, over-the-top messaging (which does little to create brand affinity) to the more intimate, open and sometimes transparent conversational method of marketing.

[http://www.conversation-marketing.blogspot.com Conversation Marketing] The Marriage of Digital Marketing Mediums with Conversation Building Techniques. Extraordinary Conversation Marketing Skills Designed For Success are illustrated on this Blog.

While a number of companies are engaging more in conversational marketing through new web channels i.e. Microsoft, HP and Dell, it is not certain that this is a scalable system for companies with a justifiable ROI. In the past marketing has been "to many" and PR strategies focus on most influential journalists, so how can companies converse with all of their stakeholders? Perhaps in answer to this new services are emerging where companies can receive updates from an intermediary (PR agency, marketing bureau) to identify the conversations that are most noteworthy, contain significant criticism or originate from an influential commentator.

[http://www.jaffejuice.com Joseph Jaffe] , author of [http://www.lifeafter30.com Life after the 30-second spot] , released his second book, [http://www.jointheconversation.us Join the Conversation] in October, 2007. In this book, he expands in great detail on the nature, structure and belief set associated with conversational marketing, underpinned by it's 3-pronged pillars of community, dialogue and partnership.

The inaugural [http://www.federatedmedia.net/events/cmsummit Conversational Marketing Summit] was held in September 2007 in San Francisco, CA. The summit, produced by [http://www.federatedmedia.net Federated Media] , has since become a biannual event. Conversational Marketing executive producer and Federated Media CEO, John Battelle, is an outspoken advocate for ‘conversational marketing’ and has long advised marketers to adopt its principals


Wikimedia Foundation. 2010.

Look at other dictionaries:

  • Conversational Capital — Conversational Capital: How to Create Stuff People Love to Talk About   …   Wikipedia

  • The Cluetrain Manifesto — is a set of 95 theses organized and put forward as a manifesto, or call to action, for all businesses operating within what is suggested to be a newly connected marketplace. The ideas put forward within the manifesto aim to examine the impact of… …   Wikipedia

  • Open sustainability innovation — is the use of open innovation in the development of sustainable products, services and initiatives. This approach to marketing for companies may prove to be advantageous as it is not point of sale based, but rather offers consumers information… …   Wikipedia

  • User-generated content — UGC redirects here. For other uses, see UGC (disambiguation). User generated content (UGC) covers a range of media content available in a range of modern communications technologies. It entered mainstream usage during 2005 having arisen in web… …   Wikipedia

  • Expert system — In artificial intelligence, an expert system is a computer system that emulates the decision making ability of a human expert.[1] Expert systems are designed to solve complex problems by reasoning about knowledge, like an expert, and not by… …   Wikipedia

  • Web 2.0 — A tag cloud (a typical Web 2.0 phenomenon in itself) presenting Web 2.0 themes The term Web 2.0 is associated with web applications that facilitate participatory information sharing, interoperability, user centered design,[1] and collaboration on …   Wikipedia

  • Synthetix — Ltd is a software company based in Cambridge, United Kingdom and founded in 2001. Their principal expertise is building software agents which utilise natural language processing and hypertext links to interact with visitors to commercial websites …   Wikipedia

  • PAD emotional state model — The PAD emotional state model is a psychological model developed by Albert Mehrabian and James A. Russell to describe and measure emotional states. PAD uses three numerical dimensions to represent all emotions.[1][2] The PAD (Pleasure, Arousal,… …   Wikipedia

  • Online presence management — is a process that engineers and stimulates a certain brand online. It combines the elements of web design and development, blogging, search engine optimization, pay per click marketing, reputation management, directory listings, social media,… …   Wikipedia

  • performing arts — arts or skills that require public performance, as acting, singing, or dancing. [1945 50] * * * ▪ 2009 Introduction Music Classical.       The last vestiges of the Cold War seemed to thaw for a moment on Feb. 26, 2008, when the unfamiliar strains …   Universalium

Share the article and excerpts

Direct link
Do a right-click on the link above
and select “Copy Link”

We are using cookies for the best presentation of our site. Continuing to use this site, you agree with this.